MANILA, Philippines--Feed and livestock firm Vitarich Corp. has started offering farmers and prospective agricultural entrepreneurs an opportunity to cash in on the growing market for Pangasius.

According to Vitarich chairman and president Rogelio Sarmiento, his company offers a complete line of products and services for those interested to venture into this novel and unexplored sector.

"Our company can provide fingerlings and feeds. The products are antibiotic-free and are complemented by the requisite knowledge and technology by our people who will help interested parties to set up their own Pangasius fish farms, step after step," Sarmiento said.

A catfish variety, the Pangasius has now become a favorite fare among upscale restaurants and hotels worldwide for the high quality of its meat, and has since grown into a billion-dollar industry.

Also called a shark catfish, the Pangasius is an omnivorous, air-breathing fish that adapts well to different feeds and can survive even in water with a low oxygen. It is endemic on the Vietnam side of the Mekong River.

In 2006, global export revenue for Pangasius increased by almost 37-fold to $737 million from the $19.7 million recorded in 1997, when the shark catfish first became popular. This export revenue is expected to reach the $2-billion mark in 2010.

Vietnam, which is the lead global supplier of Pangasius fillet, has been cashing in on what it dubbed as the "princess of Vietnamese aquaculture," as Pangasius fish harvests average close to a million metric tons yearly, estimated to be worth $1 billion.

Thailand and Malaysia were also reported to have started expanding their respective catfish farming to tap a bigger share of the global Pangasius market.

The Pangasius , which has become popular in several European countries, the United States, Australia and Russia, can come in various product forms such as live fish, frozen fish and fillets with by-products such as trimmings, skins, heads and bellies.