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German frozen seafood brand followfish sees retail share expand

The company is on track with sales targets for 2019.

German seafood supplier followfish, a subsidiary of followfood, expanded its range with new products certified by sustainability organizations, including redfish certified by the Marine Stewardship Council (MSC), Naturland Victoria Lake perch and Fair Trade MSC tuna fillets.

Followfish's entire range is certified sustainable or organic, and products are added or removed depending on expectations from retailers as well as market prices, followfish's PR representative, Ingeborg Trampe, told IntraFish.

"Our key priority is that we can argue, with a good reason, why we are using certain fish species," Trampe said, adding that sustainability has always been at the forefront of the brand's identity.

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The company's focus on sustainability still fetches it a price premium.

"In our experience, and with steady growth over the last years, we learned that the consumer group for sustainable fish is growing, especially in cities, and is ready to spend more money on premium brands," she said.

Followfood reported a turnover of €50 million ($55 million) last year, and the company is on track to reach €60 million ($65.9 million), Trampe reported.

The supplier continues to work with retailers and independent stores to shape its portfolio, currently selling in Rewe, Edeka and Tegut.

At present, the company is focused on growing its business with existing retailers.

"We are always looking at the competition and trying to see where there are no sustainable options, where we can angle ourselves in," Trampe said.

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