The Pollock Catchers Association (PCA) has officially registered the trademark "Far Eastern Pollock: The Natural Benefits of Wild Fish," marking a significant milestone in its efforts to enhance the market presence of this popular seafood.
The brand was developed from the ground up, involving extensive market analysis, audience research, and creative collaboration with leading marketing agencies. The effort was supported by a working group comprising representatives of Russia’s largest fishing companies, all PCA members.
The initiative’s primary objective is to elevate the image of pollock among domestic consumers and boost demand within Russia. Over the past year, the program's targeted marketing and public relations campaigns reached more than 68 million people, with significant engagement driven by social media partnerships with influencers and thought leaders.
Record Domestic Supply
In the first half of 2024, domestic supplies of pollock increased to 35% of the total catch, equating to 203,000 tons of various pollock products—an all-time high, according to PCA.
To further promote the fish's appeal, PCA has focused on consumer engagement through tasting events at major festivals and exhibitions nationwide. These efforts aim to showcase pollock’s affordability, flavor, and versatility as a culinary ingredient.
Expanding Distribution Channels
PCA recognizes that advertising alone is insufficient to significantly increase domestic demand. The association has prioritized expanding distribution channels and strengthening relationships with both retailers and the HoReCa (hotel, restaurant, and catering) sector.
For example, in September, during the International Fishery Forum, PCA signed an agreement with X5 Group, one of Russia’s largest retail chains. This partnership aims to grow the fish products market by broadening the range of offerings and enhancing product accessibility for consumers.
Russian Total Catch of Aquatic Resources Exceeds 4.1 Million Tons Russia Fed.
Russia is approaching the 4.2 million tons mark in its total catch of aquatic bioresources, according to the industry monitoring system of the Federal Agency for Fisheries (Rosrybolovstvo).
The catch...
Far Eastern Pollock: The Natural Benefits of Wild Fish
The Pollock Catchers Association (PCA) has officially registered the trademark "Far Eastern Pollock: The Natural Benefits of Wild Fish," marking a significant milestone in its efforts to enhance the market presence of this popular seafood.
The initiative’s primary objective is to elevate the image of pollock among domestic consumers and boost demand within Russia. Over the past year, the program's targeted marketing and public relations campaigns reached more than 68 million people, with significant engagement driven by social media partnerships with influencers and thought leaders.
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