And it’s disappearing fast.

Wild stocks of the massive Paiche have dwindled due to overfishing. So an unlikely plan is underway to save Paiche from extinction by creating a demand for it here in the U.S.
Whole Foods is joining local Peruvian fish farms in a bid to grow the fish for both retail sales as well as conservation efforts.

The retailer is hoping the mild white fish will become a new customer favorite at the fish counter.