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RFC and the Perekryostok retail chain approve direct supplies of Far Eastern pollock

Moscow, March 29, 2024 — Russian Fishery Company (RFC) and the Perekryostok retail chain have signed an agreement on direct supplies of pollock from the Sea of Okhotsk and the Bering Sea, also involving the Agama fish processing company. As decided by the parties, until the end of 2026, Perekryostok will be receiving 1.2 thousand tonnes of pollock products that have undergone a single blast-freezing procedure at sea.

Sales of the first wild pollock batch, caught in the ocean especially for the retail chain, will begin in May 2024, under the new proprietary brand, Lyudi Lyubyat (People Love This). The first from the Far East will hit the shelves of all supermarkets in the chain, across 46 Russian regions.

"Russian consumers are becoming more and more demanding towards their food quality. They are more committed to making sure that the products are organic and eco-friendly. Previously, pollock went through a long processing chain, with a lot of repackaging and poor storage conditions. As a result, consumers would often receive a bland and unpalatable final product. The modern RFC fleet, built in Russia, allows for processing freshly caught pollock into high-quality fillets and blast-freezing them directly at sea, thus preserving the organic flavor and natural health benefits of wild white fish. Then, one of the best domestic processors, Agama, turns these high-quality raw materials into delicious and modern products in convenient packaging. Finally, the Perekryostok federal retail chain provides high-quality storage that does not violate any regulations, and ensures that the food reaches the stores near the consumer's home. We are confident that together, we will completely overwrite the public's perception of pollock. It has long been so much more than just cat food. This fish is an easily accessible source of natural protein, without additives or antibiotics. Try it and see for yourself,"

said Savelii Karpukhin, Deputy General Director for Strategy and Commercial of the Russian Fishery Company.

"Cooperation with the Russian Fishery Company is a real historical breakthrough for the fish-selling side of Russian retail. For many years, Russian retailers have worked only with finished product manufacturers and distributors, never teaming up with fisheries directly. Perekryostok is the first-ever store to directly charter great volumes of the freshest wild fish, which will then become an amazing product of the highest quality. Our customers will find that the quality of our fish will be fully traceable, from catch to shelf. This partnership is not about the product range, but about the culture of consuming fresh, high-quality fish: wild pollock from the Pacific. Our products will definitely subvert the consumer's expectations: wild pollock is a unique, nutritious, and very tasty product that our customers simply must incorporate into their healthy diet,"

comments Alexandra Sukhareva, Perekryostok retail chain's Director in the Ultra-Fresh, Fruits and Vegetables category.

Perekryostok registered the Lyudi Lyubyat trademark in 2023. It will cover the retailer's topmost-quality fish assortment. The new brand was created to promote the idea of a healthy eating culture.

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