is struggling with fundamental issues [read-more]regarding high feed costs, poor infrastructure and poor quality perception of Indonesian consumers (SMART-Fish Indonesia, 2016). Industry players gathered in 2016 for the first time, and expressed their need to the government for stricter border control, ensuring raw material availability for feed, education and technical assistance on feed production as well as providing equipment to produce feed for local use. As imports of pangasius products have been shut down, local demand depends fully on domestic production. According to the Indonesian Catfish Entrepreneurs Association the domestic pangasius industry takes up 70% of local fillet market (FAO Globe Fish Reports, 2014). Since locally produced pangasius is carrying a ‘bad quality’ stigma under domestic consumers, some industry players are considering re-branding their products. While there have been some exports of frozen fillets to the United States in the past, export of pangasius is currently non-existent.