Though pangasius has already been in the country since 1981, there were only a handful of aqua farmers who were breeding it not as food but as ornamental fishes. But when Vitarich chairman Rogelio Sarmiento visited Vietnam a few years ago, he developed a new perspective for pangasius. He learned that the catfish was one of the factors that economically helped Vietnam and he thought it can do the same wonders for the Philippines.

Thus, in 2009, Vitarich sent a delegation to Vietnam to learn pangasius breeding and management techniques. Surprisingly, the team discovered that the fish has endless possibilities. According to Jose de Leon Angeles, Vitarich's national marketing manager, Vietnam's technology for pangasius has made the fish a real prized gem: its oil being used as biodiesel and some of its waste parts are processed into fishmeal. Seeing these wonderful potentials, Angeles and his team knew that they have discovered a treasure in pangasius; and Vitarich is more than willing to gamble on it.

 

Angeles shares that growing pangasius is a lot easier compared to raising tilapia and bangus (milkfish). Firstly, pangasius can survive at an oxygen level of 0.01 - almost no oxygen at all – while the two species cannot. Hence pangasius can survive calamities such as fish kill and pollution because they have the capability to breathe in the surface.

The number of pangasius that can be stocked on per cubic metre of water space is thrice or more than tilapia and bangus - another reason why pangasius should be a preferred option. Angeles says that the more fish on per square cubic meter, the more the harvest and therefore translates to more profit. The taste and texture of pangasius can also match the discriminating taste of the Filipino - head and belly are made into the local dish sinigang na miso; skin into chicharon (pork skins); belly into salmon and the belly fat into sardines. Pangasius fillets are priced at a PHP220 (US$4.76) to PHP270 (US$5.85) per kilo and with a rate return of 10-20% over a short period of time in six months, Vitarich is optimistic that farmers will find pangasius really lucrative.
 

Notwithstanding these advantages, reception for pangasius was cold; farmers were not willing to invest since there is no clear market. The reaction was expected, says Angeles, as Filipino farmers traditionally shun any new developments due to, of course, financial reasons. To encourage farmers and to expand pangasius production, Vitarich has launched several schemes: contracts for growing, contract to buy and contract for commercial growing. These schemes will allow Vitarich to extend its technological support (includes supplying fingerlings and feeds, distribution and processing) and marketing strategies while the farmers supply the production cost. Vitarich will also buy the fish at an average PHP50 (US$1.08) per kilo for every PHP5 (US$0.11) to PHP15 (US$0.32) equity paid by growers. The buy-back system is actually insurance for fishermen farmers, informs Angeles. 

Determined to take pangasius to greater heights, Vitarich's hard-lined campaign for pangasius intensified further. In June 2009, the company has successfully integrated pangasius meat to traditional Filipino meat favourites: tocino (sweetened bacon), longanisa (chorizo), lumpiang shanghai, franks (two flavours: original and cheese).

Sarmiento said this bold move is to take pangasius meat closer to consumers and to offer healthier alternatives to the red and white meat derived from poultry, cattle and hogs.

Due to the increasing fad of health-conscious lifestyle, fish experts believe that pangasius is seen to hit US$2 billion in export value in 2010. Aside from Vietnam, Asean countries such as Thailand and Malaysia are readying to meet the surge in demand in Europe, US, Australia, Russia and China. Vitarich believes the Philippines would have a big edge in the international market and with the company's incessant pursuit to elevate pangasius to greater heights, this will surely materialise.
 
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