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Russian Pollock Association and X5 Group Partner to Boost Domestic Fish Consumption

At the International Fishery Forum in St. Petersburg, the Russian Pollock Association and X5 Group signed a strategic cooperation agreement aimed at increasing domestic demand for fish products.

The agreement was formalized by Alexandra Sukhareva, Director of Development for Ultra-Fresh, Fruits, and Vegetables at the Perekrestok retail chain, and Alexey Buglak, President of the Russian Pollock Catcher Association (PCA).

“This partnership is designed to bolster domestic consumption of Russian fish products, enhance their accessibility for consumers, and foster a culture of seafood consumption,” according to a press release from the association.

As part of the collaboration, X5 Group and PCA will work together to ensure that high-quality fish from Far Eastern fisheries becomes more widely available in Perekrestok’s retail outlets across the country. The partnership will also focus on optimizing the supply chain from the sea to store shelves, working closely with association members to streamline distribution. In addition, both parties will share data on market trends, including domestic and international fish market conditions, wholesale and retail activity, and fishery forecasts.

Another key goal of the agreement is to educate consumers about the benefits of seafood, with a particular focus on pollock from the Far East. Through this initiative, PCA aims to double pollock consumption in Russia to 350,000 tons over the next two years by reshaping its image and increasing consumer awareness of its nutritional value and culinary potential.

"PCA is the first fish industry association in Russia to take a comprehensive approach to promoting domestic fish products. Last year, we launched the country's first collective promotion program for a fish category, specifically focusing on Far Eastern pollock. Our target is to double consumption within two years by transforming pollock's image," said Alexey Buglak.

Throughout the past year, PCA has successfully increased demand for pollock through educational campaigns, collaborations with bloggers, and participation in food festivals. Looking ahead, PCA plans to intensify its engagement with retailers to drive a “product revolution” in the fish category. The new partnership with one of Russia’s largest retail groups is seen as a crucial step toward achieving these goals.

Perekrestok has made fish a priority in its product offering, noting a 25% growth in fish sales in 2024, with frozen fish sales alone seeing a 28% increase. The retailer's focus is on building long-term partnerships directly with fish producers and harvesters, rather than relying solely on distributors.

“For many years, Russian retailers worked primarily with product manufacturers and distributors, but we are now beginning to collaborate directly with fish harvesters. This direct approach ensures full traceability of fish quality, from the moment of the catch to the moment it reaches the shelf. Currently, over 15% of our partnerships are with aquaculture producers, harvesters, and processors,” a spokesperson for Perekrestok said.

By working directly with fish harvesters, the retailer aims to offer consumers the best possible prices, maintain consistent supply, and guarantee the highest quality of fish products.

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