Skin packaging delicately fits the product at the Norebo's developing a production and logistics center in Klin, Moscow Region. Photo: Fishnews

Norebo Group Expands Focus on the Russian Domestic Market

RUSSIAN FEDERATION
Wednesday, December 11, 2024, 00:10 (GMT + 9)

Alexander Sokolov: Unlocking Opportunities in Russia's Fisheries Sector

Alexander Sokolov, head of the production and logistics center at Norebo Group in Klin, emphasizes the importance of tailoring products to market demands as a critical step in supporting domestic fish processing, in an interview with the Fishnews — Fishing News magazine in Russia. 

Norebo Group, a prominent player in Russia's fisheries industry, has been channeling efforts into the local market, ensuring product quality and traceability while leveraging its vertically integrated supply chain.

Production Excellence with a Focus on Quality

The Klin facility specializes in preparing fish and seafood caught by Norebo’s fleets for retail distribution. According to Sokolov, the center processes over 27 types of frozen fish and seafood, employing various cutting and packaging methods. A key aspect of Norebo's strategy is using only raw materials harvested by its own vessels. This ensures full traceability and adherence to high-quality standards.

Distribution center of the Norebo Group in the city of Klin, Moscow region. Photo by the press service of the holding company

Close collaboration between the production teams in Klin and the fleets operating in Murmansk and the Russian Far East strengthens the efficiency of the production pipeline.

Strategic Adaptation to Market Needs

Sokolov highlights the importance of aligning production with market demands. Using the example of fish sticks, he explains how their popularity drove innovations in onboard processing technologies and the standardization of fish blocks, which became a foundation for the production of value-added fish products.

"Today, we produce a range of more than 27 product items. This is frozen fish and seafood in various types of cutting and packaging," said the head of the center, Alexander Sokolov. Photo: Norebo

Competing Beyond Fisheries

When discussing strategies to boost fish and seafood consumption in Russia, Sokolov advocates for a broader industry approach. He notes that fisheries stakeholders should shift focus from competing internally to challenging dominant players in the protein sector, such as meat and poultry producers. By learning from these industries’ advanced production and distribution systems, the fish industry can strengthen its competitiveness.

Insights on Federal Initiatives

Sokolov’s perspective aligns with the Russian government’s recent roadmap to increase fish and seafood consumption nationwide. He believes that understanding consumer preferences and addressing them effectively can lead to the desired outcomes in market expansion.

"In order to determine what measures are needed, we still need to understand what product we want to see on the market, what the market needs. And from here we can build the entire chain - be it marketing programs or tax breaks," Alexander Sokolov shared his vision. Photo: Norebo

A Forward-Looking Vision

With its emphasis on innovation, quality, and strategic alignment, Norebo Group continues to play a pivotal role in Russia's fisheries sector. The group’s proactive approach to adapting production methods and market strategies positions it as a leader in both domestic and international seafood markets.

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