Tilapia aquaculture has existed in Fiji for over four decades, yet there remains a lack of market-oriented research and limited private sector-led action, towards a strongly supported agribusiness environment for tilapia enterprise development. Much effort has contributed to an advanced level of local technical knowledge and capacity. Industry development policies and donor initiatives have encouraged and incentivized prospective farmers to participate in tilapia aquaculture farming, only to see farmers eventually exit due to limited commercial viability. Much of the ongoing interest in tilapia is in response to rapidly declining marine resources, the need to transition towards more sustainably-sourced marine products, climate change impacts on traditional food systems, supplementing rural livelihoods, and improving local diet options. Tilapia remains an important species for food security, livelihoods and a priority for agribusiness enterprise development. Recently, the Pacific Agribusiness Research in Development Initiative (PARDI2) set out to strengthen the agribusiness environment for smallholder tilapia farmers by: 1) assisting in the establishment and development of the Tilapia Fiji Farmers Association (TFA), 2) completing a rapid assessment of the marine fish market to determine factors influencing tilapia marketing, and 3) holding live-fish market and food-service market demonstrations, with a number of café’s, restaurants and resorts as buyers and TFA members as suppliers and coordinators. Key findings include: 1) most smallholder farmers produce without a market in mind; 2) tilapia remains an acceptable fish for consumers and retailers in a competitive market, but has greater potential provided quality, quantity, consistency of supply, convenience and professionalism is given more attention by producers; 3) various markets exist for tilapia and size preference is one way to differentiate them; 4) quality tilapia, consistent supply, good relationship management with chefs, innovative local cuisine development and effective marketing are some key strategies to see stronger presence of tilapia in the tourism sector; 5) building technical and enterprise support to farmer collectives can develop farmer confidence and 6) farmer collectives can play key roles in brokering stakeholder relationships and coordinating quality, consistent supply. Current agribusiness challenges remain, including: 1) lack of market-oriented mindset and actions; 2) lack of market data and its effective communication and 3) lack of production and training standards to strengthen product and market development. Opportunities that exist include: 1) the development of contextual incubator and accelerator programs for aquaculture farmers, with targeted and effective business mentoring, coaching and networking; 2) agribusiness research around farmer motivations, market opportunities, effective business models, support mechanisms for farmer collectives and 3) development of strategies towards collaborative environments for partnerships in industry strengthening and long-term sustainability.