?Exotic seafood is a category with potential for huge growth, but Dan Aherne, MD of New England Seafood, admits the market presents challenges regarding pricing and availability

Shoppers have a growing appetite for the less familiar species of seafood, and Chessington-based New England Seafood boasts value sales growth of 30% year-on-year, a pace it has maintained for 14 years. The main species it supplies are wild tuna and wild Alaskan salmon, but it is developing a thriving business supplying responsibly managed swordfish, snapper, monkfish and wild halibut. Farmed species also proving successful are sea bass, gilthead bream, tilapia and halibut.

MD Dan Aherne says he is thrilled by how the British are extending their seafood repertoire. Exotic seafood is a category with extraordinary growth potential.

Mahi mahi is one of the rising stars in the New England Seafood stable. "It is a nice fish with a lovely buttery texture," says Aherne.

Aherne points to the value of the basics when persuading the public to try something different: retail trial, information leaflets, eating quality and serving suggestions. "Pre-pack ready-to-eat formats are growing hugely and it really helps if you make it easy for people to replicate something they have tried in a restaurant."

While the potential for exotic fish is huge, says Aherne, the market remains challenging, especially availability, pricing and affordability given the pressure on wild stocks and fuel prices.

There is also the sheer worldwide demand for fish, particularly from China. The world is hungry for good seafood and Brits will have to pay a price to get their share.