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X5 Group to Increase Availability of Domestic Fish

X5 Group займется повышением доступности отечественной рыбы

X5 Group, which operates the Pyaterochka, Perekrestok and Chizhik chains, has entered into a cooperation agreement with the Pollock Fishermen's Association (PFA) to support domestic demand for domestic fish products in order to increase their availability for Russian consumers and develop a culture of seafood consumption.

Источник: X5 Group

Source: X5 Group

Under the agreement, X5 Group and the Pollock Association will facilitate the inclusion of high-quality fish products from Far Eastern fishermen in the assortment of the retailer's retail stores in the regions where it operates. The parties will also assist in developing cooperation with fish producers — members of the association — to optimize the supply chain "from sea to counter."

In addition, the parties agreed to exchange information on the situation in the domestic and foreign fish markets, in the wholesale and retail segments, as well as fishery forecasts. Cooperation will, among other things, be aimed at raising consumer awareness of the benefits and range of fish products coming directly from fishermen in the Far East – primarily Far Eastern pollock.

The fish category is a priority at Perekrestok — its sales in 2024 show a 25% increase compared to the same figures last year, frozen fish — 28%. For many years, Russian retail worked only with manufacturers of finished products and distributors, and only now began working directly with fish harvesters. Direct work will ensure absolute traceability of fish quality from catch to shelf.

Perekrestok actively builds long-term relationships with industry leaders — aquaculture producers, fish harvesters and processors. Today, the share of such partnerships exceeds 15%.

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