As of August 3, live fish trade is no longer available in all Lithuanian retail chains.MaximaXX format stores, which were equipped with one or two live fish aquariums. A total of 104 aquariums will be abandoned. At that time, the number of aquariums in the XXX/XXXX format stores will decrease to two per store - a total of 28 will remain. Aquariums will be completely abandoned in the Maximos network at the beginning of next year.
"In January of this year, we announced plans to phase out live fish tanks in our stores. Aquariums were no longer built in the remodeled and newly built stores, and instead we offered customers a wider range of frozen fish. When the quarantine started, we had to rearrange our priorities and devote all our attention to the safety of employees and customers", says Ernesta Dapkienė, director of Maxima's communication and corporate affairs department.
According to her, after the end of the quarantine and after the work gained a stable rhythm, it was time to return to the strategic tasks set at the beginning of the year.
"We constantly analyze our customers' needs and try to offer what our customers are looking for. Fresh fish is a category that is quite seasonal, with the most sales occurring during the Christmas and Easter periods. This year, our customers will still be able to purchase live carp for Christmas in the largest stores of our network, but from the beginning of 2021, live fish in aquariums will no longer be available in all "Maxima" stores - customers will be offered alternatives instead," says E. Dapkienė.
In addition, the space in shopping centers created instead of aquariums will be dedicated to the assortment of chilled and vacuum-packed fish, which will be expanded in order to meet the needs of customers and ensure the availability of fresh fish.
"Currently, we can offer our customers a wide range of fresh chilled fish, including everyone's favorite carp or more exotic fish such as flounder, American pollock or an abundance of seafood. Customers can also find frozen fish or ready-made fish dishes of the "Master's quality" brand in our stores," emphasizes E. Dapkienė, says the director of the communication and corporate affairs department of Maximos.
In 2019, sales of chilled fish grew by 22 percent. compared to 2018, and the most fish is sold in December.
