The only platform in Russia for negotiations between fishermen and retail chains, promising types of fish and seafood, and a new approach to consumers and promotion at Seafood Expo Russia.

In September, St. Petersburg will once again host the largest event in the fishing industry – V Global Fishery Forum and Seafood Expo Russia 2022. The organizers believe that in the current environment, it is more important than ever for retailers and manufacturers to continue a dialogue on supply terms that will suit all market participants. Expo Solutions Group CEO Ivan Fetisov said the Retail Centre will expand significantly this year, which will provide parties with an opportunity to discuss options for cooperation.

There are only three months left until the main event in the fishing industry – V Global Fishery Forum and Seafood Expo Russia 2022. The organizers believe that in the current environment, it is more important than ever for retailers and manufacturers to continue a dialogue on supply terms that will suit all market participants. In the run-up to the event, Expo Solutions Group CEO Ivan Fetisov gave an interview to the Retail.ru portal and spoke about the configuration of the Retail Centre – a platform for negotiations between fishermen and retail chains, which will provide parties with an opportunity to discuss options for cooperation

Q: The situation in the world right now can certainly not be described as simple. However, last year you were also preparing for the event under rather difficult conditions. To what extent did the results live up to expectations?

A: The previous forum and exhibition, indeed, had to be postponed twice: first from 2020 to July 2021, and then to September 2021. Of course, there were difficulties, but we overcame them. And despite all the restrictions, the forum lived up to its international status, and the exhibition continued to grow. We managed to make arrangements for the arrival of key foreign exhibitors, foreign delegations, and business program experts.

The exhibition area increased by 40% compared with 2019 to 18,000 square metres. More than 400 exhibitor companies from 40 regions of Russia and 25 countries took part in it. In total, more than 7,000 specialists from 78 regions of Russia and 55 countries visited the exhibition and forum in 2021. And, most importantly, for the first time, 14% of visitors cited retail as their primary interest. 

Q: One of the key components of the event is the Retail Centre, where fish and seafood suppliers and retail representatives can negotiate. What can you say about the results of the zone last year and how do you plan to organize the work this time?

A: The numbers speak for themselves. Last year, as part of this project, we managed to bring together 32 retail chains – both nationwide and regional ones – as well as online stores. We had 60 fish and seafood suppliers. During the exhibition, they held rounds of 750 negotiations. And, perhaps most importantly, we signed 90 agreements on direct deliveries to chains. This is what sets our Retail Centre apart from similar formats at other events. People come to us specifically for fish and seafood and leave with contracts for their supply.

We have once again confirmed that this is a useful and convenient practice. The schedule allows retailers not only to negotiate, but also to walk around the exhibition itself. So this year we are working to increase the number of participants in the Retail Centre. We are planning to have around 50 chains, including from countries of the Eurasian Economic Union, and more than 70 suppliers. I would like to point out that everyone still has a chance to be one of them. Participation is free for retailers. All the details are available on our website.

Q: Which chains have already confirmed they will participate?

A: Among the nationwide ones, I can cite Magnit, Verny, VkusVill, Azbuka Vkusa, Rybset, Globus, Auchan, and Svetofor. Among the regional ones, there will definitely be Vyshaya Liga (which operates in the Kostroma, Ivanovo, and Yaroslavl Regions), the St. Petersburg-based chains Semishagoff and Vkuster, Bayram from the Republic of Bashkortostan, and Samberi from the Far East. Major online stores have also confirmed they will participate: Yandex, Utkonos, Gurman-Fresh, Svoyo Rodnoye, and Ozon. Of course, this is not the entire list.

Q: Looking at the situation on the market, major chains are now clearly seeking to develop the discounter format. However, fish is an expensive product. Do exhibitors have offers in the low price segment? And are they prepared to offer a high quality product at a low price?

A: Our exhibition is convenient because you can find suppliers of products in different price segments. Manufacturers, for their part, are interested in finding new supply markets. So here it’s just a matter of whether or not the parties can reach an agreement. As I already mentioned, we have prepared all the conditions for this. But on the whole, based on our experience, direct negotiations during the exhibition are precisely what helps to better consider the differentiation of purchases and choose items, including inexpensive ones, that will certainly appeal to a wide range of target audiences.

This can be achieved, among other ways, by including new commodity items from the list of Russian fish and seafood.

There are numerous types of fish that are not popular today, but yet are tasty, of high quality, and inexpensive: carp, common carp, pike, silver carp, and so on. In order for people to taste them, we will organize a master class area from chefs as part of the exhibition.

In addition to products popular in HoReCa, participants will also pay attention to domestic fish, for which there is virtually no demand today, but has the potential to become one of the new regional brands and drivers of development.

Q: Another major focus in retail is private label production. To what extent are exhibitors interested in working in this format?

A: Let’s just say that this is one of the key topics for discussion at the Retail Centre. I know that many exhibitors are planning to discuss the purchase of not only ready-made products with suppliers, but also raw materials for the production of goods under their own brand. I assume that this interest is also mutual. We hope that the negotiations will be a success, and together we will all be happy about the new stage in the development of our cooperation.

A promising area for development could be commodity items changing to meet the tastes of the younger generation, namely, increasing the share of ready-to-eat and ready-to-cook products. Young people aren’t used to making pike patties, gutting mackerel, and so on. We need to make it easier for them, and they will try it.

Q: Last year, you began developing the deep processing sector with a focus on canned food. Now you are actively inviting companies in the grocery category to the Retail Centre. Is this expansion due to market demand?

A: You could say that. Many of the visitors to the exhibition last year expressed a desire to expand this sector. We took their opinion into account and decided to attract more companies – manufacturers of canned and preserved fish and seafood, as well as dried products, caviar, and seaweed.

In addition, dietary and nutritional supplements from salmon and brine shrimp oil, algae, shellfish cosmetics, and other novelties will be presented in the ready-made products sector this year. This is also gaining popularity, and we can’t ignore these changes.

The special attention being shown to canned food is definitely demand from the market. A long-term study of the industry and analysis of the current situation shows that it currently has great prospects both in Russia and in the markets of neighbouring countries. The logistics for such a product in the current realities is still quite simple to organize compared with, say, the transportation of frozen or chilled fish. This means that canned fish still has high export potential.

With the support of VNIRO [the Russian Federal Research Institute Of  Fisheries and Oceanography], this year our exhibition will feature a specialized event for the first time about the development of the market for canned fish products. The goal of this conference is to develop a new approach to quality management and the promotion of this category of goods.

Q: Another new project for 2022 is the New Products Showcase. What is this area, how can one participate in it, and what benefits are available for those who decide to present their products there?

A: The New Products Showcase is an area for exhibitors who plan to present new products or brands as part of the exhibition. It will be located between the Retail Centre and the HoReCa Arena master class area for chefs. There will be showcases with chilled, frozen, and finished products. Each product will have a name and QR code. Visitors can scan it and see complete information about the manufacturing company and the product that is being presented. In addition, we will open a special section on the event’s official website. There will also be a detailed description of how to participate in the project.

We believe this will allow visitors to learn about all the new products in advance and see them with their own eyes at the exhibition. And exhibitors will have the opportunity to present their products to a broad industry-specific audience, which no other event in Russia can offer.

Q: How many newcomers have you managed to attract to Global Fishery Forum & Seafood Expo Russia? After all, the event in St. Petersburg is likely just a crowning achievement of the activities that take place throughout the year?

A: There are lots of new companies. There are several factors involved in attracting them. One is the event’s image and its growing recognition among professional circles. Over the years, many people have already realized that it’s worth attending for the latest in the fishing industry as well as good prices for familiar products.

Another factor is market transformation. In the changing conditions, the value of domestic manufacturers and foreign companies that can offer equipment similar to that supplied by our European partners that have suspended their operations is increasing. To compensate for the lack of several items of equipment and services, the exhibition team holds a series of meetings throughout the year with representatives of foreign countries and businesses. These include promising partners from Asia, Latin America, Africa, Europe, the CIS, and the Middle East.

In addition, as the industry develops, it needs additional services.

Both large and numerous medium and small businesses are joining the event. We try to take an individual approach to each one in order to make their participation as effective as possible and help them find their customers.