As the world’s population rockets to 9.5 billion by 2050, improved methods of protein production are inevitable. Fish protein is part of the mix. In fact, the FAO estimates that farmed fished will supply nearly two-thirds of the world’s food fish by 2030. Global tilapia production is expected to nearly double to 7.3 million tons annually by the same year.
These numbers shout that the market needs new protein suppliers and new brands. But, creating a new brand is tough. Building one from scratch in a category that demands impeccable quality, is price-sensitive and fickle, daunts even the staunchest marketers.