Rospatent, Russia’s federal intellectual property agency, issued the registration certificate for the brand on November 11, granting protection until October 2033, as confirmed by PCA’s press service to Fishnews.
A Strategic Brand Initiative
“In September 2023, we launched Russia’s first fish category promotion program under the ‘Far Eastern Pollock’ brand. Shortly after, we submitted an application for trademark registration, which took nearly a year to finalize,”said PCA President Alexey Buglak.
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.
Unlocking Potential in the Restaurant Sector
To further integrate pollock into Russian dining culture, PCA conducted a nationwide survey of chefs and restaurant brand managers in September. The findings revealed that while 98% of menus include fish, fish items represent only 10% of the total offerings—indicating significant untapped potential for pollock dishes.
To capitalize on this opportunity, PCA is collaborating with chefs to develop creative recipes and expand pollock’s presence on menus. A partnership with the specialized association Chefs Team has been instrumental in these efforts, fostering culinary innovation and deeper engagement with the restaurant industry.
Looking Ahead
Through strategic branding, increased domestic supply, and partnerships with retail and culinary sectors, PCA is setting the stage for Far Eastern Pollock to become a staple of Russian cuisine. The trademark registration and ongoing promotional activities underscore the association's commitment to transforming pollock's reputation and securing its place as a sustainable and versatile seafood choice for the future.
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“In September 2023, we launched Russia’s first fish category promotion program under the ‘Far Eastern Pollock’ brand. Shortly after, we submitted an application for trademark registration, which took nearly a year to finalize,”
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 integrate pollock into Russian dining culture, PCA conducted a nationwide survey of chefs and restaurant brand managers in September. The findings revealed that while 98% of menus include fish, fish items represent only 10% of the total offerings—indicating significant untapped potential for pollock dishes.
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