Abstract
Black caviar is often thought to be a typically Russian luxurious food product. Recently, its production has extended due to sturgeon aquaculture development. The analysis of the geographical affinities of the full-cycle companies and their aquaculture-sourced black caviar implies that the majority of them employs the Russian Caviar brand and/or refers to the Russian traditions and history. However, names, brands, and/or product positioning of several companies tend to mention geographical objects associated with the tradition places of black caviar production (Astrakhan, the Caspian Sea, and the Volga River), whereas these companies are located in the other, sometimes remote places (with distances over 1000 km). Such marketing solutions of black caviar producers perturb reflection of the Russian geography. The geographical indication (place of origin) of this fish product needs improvement, which is a task for companies, state, and professional societies.
Highlights
Some food products are closely associated with particular geographical places and countries, and, it is natural to expect from these products reflectance of the local/regional/national geographical names, i.e., their contribution to place branding
The development of sturgeon aquaculture in contemporary Russia [24] has stimulated production of black caviar that is consumed in the country and partly exported
The results of the present study imply that the Russian black caviar reflects adequately its Russian origin
Summary
Some food products are closely associated with particular geographical places and countries (even if not specific to only them), and, it is natural to expect from these products reflectance of the local/regional/national geographical names, i.e., their contribution to place branding. A typical example of such a product is black caviar (sturgeon caviar), which is produced in many countries [9,10,11,12], but it associates stereotypically with Russia and, the Volga River and the Caspian Sea (the most important natural sturgeon’s ranges). The state of the global market of black caviar in the 21 century is characterized in the works by Bronzi and Rosenthal [9], Bronzi et al [10], Sicuro [11], and Tavakoli et al [2] These indicate on Russia as one of the leading caviar-producing countries. Community-based tourism is another solution of sustainable use of sturgeon resources [27]
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