1. Eastern Europe: market overview
Region: Russia (embargo), Ukraine, Romania, Moldova, Kazakhstan, Azerbaijan, Georgia, Armenia, Lithuania, Latvia, Estonia
Region population: 105 million consumers
Alaska salmon imports ,300 tons - $15 million -53%
Salmon roe 1,000 tons - $11 million
Alaska ground fish imports ,000 tons - $27 million +80%
Pollock surimi - 5,300 tons - $12 million
H&G - 4,700 tons - 4,800 tons - $9 million Pollock mince, frozen fillets

3. Eastern Europe: Russia update
Russian food ban extended till Dec 31, 2018
Russian fish catch – 2016 – 4,700,000 tons, up 5% yr-to-yr
Russian pollock catch – 2016 – 1,740,000 tons, up 7% yr-to-yr
Russian fish export ,980,000 tons, up 6% yr-to-yr
Russian pollock export ,000 tons, up 1.6% yr-to-yr
Pollock TAC set in 2017 is up to 1,890,000 tons
Investment fish quotas - new state support measure – may result in 100 ships and 10 coastal plants built in 5-7 yrs in the Far East (Source: Russian Federal Agency for Fishery)

4. Eastern Europe: strategy
- Importers - core focus
Market visits
Trade show attendance
Representational events
Trade leads generation
Multi-language educational materials
Quarterly trade newsletters
Blog
- Retailers - limited outreach
In-store demos and advertisement POS placement Present for purchase
- HRI sector - limited outreach
Educational events
Localisation of ASMI technical information for chefs
Update Alaska distributors
Advertorials in professional media
Days of Alaska promotions

5. Eastern Europe: highlights
Retail promotions coordinated:
Salmon roe – UFC Ukraine
Salmon roe, keta - Selida Lux Moldova
Salmon roe – Viocris Impex Moldova
Keta – Seafood Group Georgia
Salmon roe – Ocean Fish Romania
Trade leads generates:
Salmon: 20
Pollock: Ukraine (9), Other (7)
Cod: Ukraine (2), Other (6)
Crab: Ukraine (1), Other (5)
Halibut: Other (3)
Black cod: Ukraine (1)
Sole: Ukraine (2), Other (3
Shows attended:
World Food Kiev, World Food Ukraine,
Taste Ambassadors Romania,
AgroFoodDrinkTech Georgia,
SEG Belgium, World Food Kazakhstan

6. Eastern Europe: highlights
Market visits: 15 trips
Representational event partners: UFC Ukraine, FAS Ukraine,
FAS Kazakhstan,
FAS Romania, US Embassy Lithuania, US Embassy Estonia

7. Eastern Europe: didn’t work
Lack of marketing experience, cultural differences - prolonged promotion approvals, inability to obtain promo results after activity
Partner events that result in partial success due to discrepancy in goals
Regional shows - small scale, questionable organisation
- Parasite communication with chefs (?)
- Questionable handling of fish by wholesale prevent from successful promotions

8. Eastern Europe: 2017/18
Countries in focus: Ukraine, Romania, Georgia + the Baltics (new 3 countries added to ASMI program)
Products in focus: salmon roe, salmon, pollock (H&G, surimi, other)
Vici (Lithuania) – surimi – initiate communication
Looking for extra funds.
Cochran Ukraine approved for 2018, recruitment in progress
QSP of AK pollock samples to Ukraine, Romania. Initiate
Diversification of Pollock promotions
Canteen workshops
Printed materials for HRI/final consumers
ASMI technical materials localization .

9. Discussion