The government and seafood industry are collaborating to create a brand, Russian Fish, under which fish and seafood from Russia will be marketed around the world. The idea is to promote Russia’s resources and boost the industry’s competitiveness in part by highlighting the sustainability of Russian wild-caught fish. The campaign, which has been devised by Expo Solutions Group, the organiser of the Seafood Expo Russia event in St. Petersburg, will also promote the brand as an indicator of quality of fish products from Russia. The brand was presented at the China Fisheries and Seafood Expo at the end of October 2019 as China is the initial target market for Russian seafood sold under the brand. Campaigns in European countries and the USA will follow.
Russian Fish will operate as an autonomous non-profit organisation managed by a board of directors whose members will include major producers and traders from the fishing industry as well as representatives from organisations under the Federal Agency for Fisheries. Expo Solutions Group will become the organisation’s operational core. The idea is for the new organisation to emulate other well-known seafood promoting bodies such as the Norwegian Seafood Council or the Alaska Seafood Marketing Institute promoting the quality, sustainability, and reliability of supply of Russian seafood.