Russian fish retailer Rybset introducing consumer-focused educational video series

Russian seafood chain Rybset (Fish Network) will be filming a series of educational videos to fill the gap in Russian consumers’ knowledge about fish, aquaculture, shrimp, and other products. 

Rybset Business Development Director Polina Kirova told SeafoodSource each of the 12 videos to be shot will be seven to eight minutes long. Each film will be devoted to a different kind of seafood, with subjects including wild whitefish, river and lake fish, whitefish produced through aquaculture, wild salmon, aquaculture-reared salmon, shrimp, caviar, and crab.  

“Each video will teach how to select fish properly, how to read packaging, understand whether a product was frozen more than one time, or get information about production date,” Kirova said. Tips and recommendations will be based on scientific advice from leading industry institutes, she added.

The videos will be distributed for free across numerous media and marketing channels, Kirova said, including on Youtube. Rybset is also planning to display them in its own outlets and those of its franchisees, in addition to the shops and supermarkets of retailers interested in airing the videos.  

“We are glad to share the clips with other companies – even with our competitors, as we all are trying to reach the same common goal of educating consumers and fighting counterfeit products,” Kirova said. 

The videos will premiere on 1 June 2019, the first day of the salmon season, and Kirova said she expects them to be popular. According to a Rybset consumer survey, conducted with more than 600 Russian consumers, 70 percent of respondents said they needed more education on seafood and would be interested in educational videos, Kirova told SeafoodSource.

The company has also entered negotiations with one of major TV channels in Russia for syndication of the videos.

Photo courtesy of Rybset