CP Vietnam (CPV) hopes to earn US$40 million (1.26 billion baht) from selling 15,000 tonnes of pangasius dory next year, a 67% increase from this year's level.
Most of the fish will be sold to food services in Thailand where demand has been strong.
Grilled dory with mushrooms.
The fish, which is in the same family as striped catfish or pla sawai, has quickly become Thais' favourite thanks to its taste and reasonable prices
The company, an affiliate of Charoen Pokphand Foods Plc (CPF), introduced the fish to the Thai market five years ago and has drawn a good response, said Pisit Ohmpornnuwat, CPF's chief operating officer in charge of overseas trading.
According to Mr Pisit, Vietnam is a major producer of dory fish. Of its output of 1.5 million tonnes last year, 650,000 tonnes were exported, mainly to the US, Europe, China, Saudi Arabia and Asean including Thailand.
The fish has high business potential because unlike other marine varieties, they can be harvested all year.
CPV's dory fish farms in Vietnam meet the Global Gap (Global Good Agricultural Practice) standards to assure good quality, he said.
"To keep the produce fresh, we set up processing plants close to the farms and designed trawlers with floating nets that keep the fish alive until they reach the processing units," he said.
The company exported about 4,000 tonnes of dory fish for $12 million last year and the volume is estimated at 9,000 tonnes for $22 million this year.
Besides Vietnam, Mr Pisit said CPF is considering expanding dory fish farming in Cambodia and Myanmar as well.
He said the taste of imported dory fish is not totally the same as that of pla sawai because the produce from Vietnam has white and dense meat with less odour, while the Thai variety has yellow meat and a stronger smell.