Quality assurance systems have become of increasing concern for suppliers in both developed and developing countries. Pangasius produced in Vietnam often do not fulfil the expectations of Western consumers with respect to the desired quality. Small-holders are not acquainted with the wishes and demands of the foreign consumers of the products, and therefore cannot gear their production methods towards the desired product quality. Moreover, fish production chains do not always operate efficiently and effectively, adding an additional hurdle to successful market penetration. The scientific challenge with respect to the improvement of the quality performance of Pangasius supply chains implies the structural incorporation of the important elements in the process of food production, which are based on current scientific research for quality-orientated product development. In this paper, a novel tool called QACCP (Quality Assurance Critical Control Points) is introduced to support supply chain management in taking appropriate technological actions in a food chain to realize a desired consumer-orientated quality performance. QACCP is an extended concept of HACCP focusing on the management of quality assurance. QACCP is of another dimension than HACCP because HACCP is limited to the prevention of ‘negative’ quality aspects (physical, chemical and microbial hazards) whereas QACCP also encompasses ‘positive’ quality aspects.