Jan Hora, a Czech entrepreneur and founder of Tilapia sro., is on a mission to change the way Czechs eat fish. In a country with the lowest fish consumption in the EU, he has introduced innovative aquaculture practices and a range of fish-based products designed to appeal to local tastes.
Sustainable fish farming
Located in southern Bohemia, a region known for carp farming, Tilapia sro. started out cultivating tilapia between 2012 and 2015. To maintain optimal water temperatures, the company cleverly utilised excess heat from a biogas plant owned by Hora. However, after experimenting with different species, the company transitioned to farming African catfish, which are better suited to local conditions and market demands.
Unlike traditional pond-raised carp, catfish grow efficiently in controlled tank systems and have a firm, mild-flavoured meat that is ideal for further processing. With EU support, Tilapia sro. has leveraged this advantage to develop a variety of fish-based products, including fresh fillets and processed items resembling traditional Czech meat sausages.
Changing consumer habits
Tilapia sro. faces a major challenge. In Czechia, fish is mainly consumed during Christmas, with carp being the preferred choice. To promote year-round fish consumption, the company has adopted creative marketing strategies. Their slogan, ‘Let’s teach Czechs to eat fish’, underscores their commitment to reshaping dietary habits.
One of their most successful approaches has been offering boneless fish products under the catchy brand ‘ryby bez kosti’ (fish without bones). They also developed fish-based alternatives to popular smoked meats and sausages, making fish more familiar and appealing to Czech consumers.
Expanding market reach
Initially, Tilapia sro. struggled with supermarket sales due to competition from imported fish. To counter this, the company pivoted to direct-to-consumer sales, opening dedicated fish shops and collaborating with 15 partner retailers. Additionally, they introduced child-friendly fish products in school lunches, ensuring that younger generations develop a taste for fish early on.
With a focus on sustainable aquaculture, innovation and consumer education, Tilapia sro. is transforming the Czech fish market. By adapting traditional farming techniques to modern needs, Hora has positioned his company as a leader in non-traditional fish production, proving that aquaculture can thrive even in a country where fish has long taken a backseat to meat.