Barramundi sales are booming less than a year after it first went on sale in the UK.
Unlike other 'new' species such as hoki or tirapia, barramundi has caught the public's imagination, and total UK sales are growing at around 15% a month despite its £11/kg price tag.
Consumers snapped up more than 400 tonnes of the carnivorous Australian fish last year, and it has also sold well through fishmongers and in restaurants.
"The key advantages of barramundi are its buttery flavour and its fast rate of growth," said Campbell Mitchell, managing director at New Forest Barramundi - the UK's only producer of the fish. The farm was set up two years ago at a cost of £7m."We also harvest them on a daily basis so there are few species that are fresher. The fish are on sale within 24 hours," he added.
Barramundi is marketed as sustainable and natural, and Mitchell said he is on the verge of getting organic approval for it. The fish already carries the New Forest Marque for high quality, local food.
The company recycles most of its water and minimises energy use. The fish are fed on 100% MSC-certified whitebait and capelin. These credentials have appealed to retailers who are under pressure to source fish sustainably.
Waitrose was the first to stock it in April last year and Sainsbury's followed suit in November. "Customers tell us they want to try something new and be inspired by new species, which are from sustainable sources and fresh and delicious," said Melanie Sachdeva, head of fish buying at Sainsbury's.
"Buying habits have become more adventurous. It is great to see barramundi becoming popular with British consumers."
Sainsbury's said it would become the biggest seller of Barramundi this year, as New Forest Barramundi doubles production to 800 tonnes a year.
Success has spurred the firm to start supplying gutted fish and developing fillets and oak-smoked fish. Parent group Aquabella is planning to open a new farm in South Wales or London's Docklands.
Unlike other 'new' species such as hoki or tirapia, barramundi has caught the public's imagination, and total UK sales are growing at around 15% a month despite its £11/kg price tag.
Consumers snapped up more than 400 tonnes of the carnivorous Australian fish last year, and it has also sold well through fishmongers and in restaurants.
"The key advantages of barramundi are its buttery flavour and its fast rate of growth," said Campbell Mitchell, managing director at New Forest Barramundi - the UK's only producer of the fish. The farm was set up two years ago at a cost of £7m."We also harvest them on a daily basis so there are few species that are fresher. The fish are on sale within 24 hours," he added.
Barramundi is marketed as sustainable and natural, and Mitchell said he is on the verge of getting organic approval for it. The fish already carries the New Forest Marque for high quality, local food.
The company recycles most of its water and minimises energy use. The fish are fed on 100% MSC-certified whitebait and capelin. These credentials have appealed to retailers who are under pressure to source fish sustainably.
Waitrose was the first to stock it in April last year and Sainsbury's followed suit in November. "Customers tell us they want to try something new and be inspired by new species, which are from sustainable sources and fresh and delicious," said Melanie Sachdeva, head of fish buying at Sainsbury's.
"Buying habits have become more adventurous. It is great to see barramundi becoming popular with British consumers."
Sainsbury's said it would become the biggest seller of Barramundi this year, as New Forest Barramundi doubles production to 800 tonnes a year.
Success has spurred the firm to start supplying gutted fish and developing fillets and oak-smoked fish. Parent group Aquabella is planning to open a new farm in South Wales or London's Docklands.
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