The Russian Pollock Catchers Association (PCA) is launching a new program to promote the "Far Eastern Pollock" brand in the Russian market, in an effort to increase domestic pollock consumption to 350,000 metric tons over the next three years.

The emphasis for the first stage of the program is on building high-quality information content about pollock, including a large-scale campaign on social media networks, the creation of a special website, modern recipes, and cooking videos.

In 2024, a series of joint projects will be launched with retailers, processors, catering companies and others, the group said.