The era of low-quality, bulk commodity surimi is over, according to Lithuanian processing giant Viciunai Group.

Speaking to IntraFish at the 2017 Conxemar show in Vigo, Spain, Viciunai Europe Managing Director Rob Schreur said the group's aim is to "convince buyers to stop talking about price" and instead focus on quality.

The group has been more volume-oriented in the past, added Dmitrij Bogatko, regional sales at Viciunai. "But now we're pushing the Vici brand rather than our private label business," he told IntraFish.