The Moscow-based company -- which imported 14,500 metric tons of shrimp in 2010 and reported sales of $173 million -- hopes to launch the retail brand in 2012 and has recruited a new marketing director from consumer good giant Proctor & Gamble (P&G) to drive the process, Agama owner, Yury Alasheev, told IntraFish.
Russia lacks a strong retail brand for fish, he said. “Also, there are not strong private label brands, as you would have in the United Kingdom, say, with Tesco and Marks and Spencer, where the private label is strong enough to be considered a brand in itself.”
The
