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ALASKASEAFOOD.ORG | WILDALASKASEAFOOD.COM

The science backed Dietary Guidelines for Americans 2020-2025, published by the U.S. Departments of Agriculture and Health and Human Services now recognize seafood as an essential, nutrient-dense and health-promoting dietary component. The revised guidelines, which serve as the basis of U.S. government food and nutrition policy also recommend 2-3 servings a week of seafood as part of healthy diet for all Americans, including pregnant mothers and young toddlers. ASMI is integrating these new seafood-forward guidelines into existing and upcoming wellness marketing activities, media relations and consumer education campaigns. View the guidelines.

ASMI partnered with Progressive Grocer magazine to deliver a dynamic animated spotlight on today's seafood consumer. The spotlight shows the power the Alaska Seafood brand has on increasing purchases and lifting all tides for the seafood department. Utilized throughout the spotlight is consumer research data from the 2020 FMI Power of Seafood Report and a 2020 Datassential online study of seafood shoppers. Progressive Grocer is advertising the animated spotlight and emailing it out to their digital readership of over 50,000 supermarket retailers and decision-makers.

On Jan. 21, ASMI Senior Director of Global Marketing and Strategy Hannah Lindoff presented at the Western United States Trade Association (WUSATA) winter planning meeting. The meeting was attended by thirteen member states Departments of Agriculture, State Marketing Officials and other designated program managers for international trade. Lindoff presented on ASMI’s marketing shifts over the last nine months and future plans to promote Alaska seafood.

Feb. 1, 2020 - Teleconference

To join, please email Sara Truitt for Zoom registration access.

Feb. 24, 2020 - Teleconference

To join, please email Sara Truitt for Zoom registration access.

With fewer options to dine inside at restaurants during the pandemic, consumers are craving healthy, tasty dishes that they can enjoy in the comfort and safety of their homes. While seafood is often a choice on dine-in menus, it is less frequently offered via a takeout or delivery. This playbook explores the opportunity for restaurants to stand out from the competition by adding seafood to the menu and appealing to consumers with healthy, sustainable options when ordering takeout.

On Dec. 28, PCC Community Markets held a virtual Alaska seafood cooking class with James Beard Award-winning chef and product developer Jason Wilson. Chef Jason showcased recipes featuring wild Alaska sockeye salmon and sablefish. During his demonstration, Chef hit on key messaging regarding Alaska seafood sustainability, frozen and fresh, nutritional benefits and cooking techniques.

ASMI sponsored the Virtual Flavor Experience conference held Dec. 1 and 2. Geared toward large scale restaurant operators, this year’s event focused on trends central to menu success during COVID-19 and beyond. As part of ASMI’s sponsorship, chef and seafood expert Barton Seaver shared tips on how to keep menus exciting and on trend with big flavor punches. His presentation featured an Alaska king crab Cobb salad, hearty vegetable salad with chilled poached Alaska salmon, puttanesca Alaska pollock, and a green curry with Alaska salmon and crab. Talking points emphasized frozen as a great opportunity for nimble operations and tips for seafood at takeout. Over 200 operator attendees participated in both conference days.

The International Corporate Chefs Association (ICCA) turned to Zoom for their holiday celebration this year. Attendees from the nation’s largest chains and multi-unit operations took the chance to reflect on the changes the past year had brought. As a founding sponsor, ASMI staff joined the group to wish everyone success in the new year. Membership with the ICCA is limited to the highest ranking culinarians from the top 200 operations in the nation and attendance at the webinar was strong. As part of the event sponsorship, Alaska Seafood affiliates were sent a package of Alaska weathervane scallops or king salmon fillets. Seafood packages were accompanied with species and nutrition information to keep Alaska seafood top of mind while recipients were confined to their home kitchens.

Chef’s Garden, a full-service catering, event, and restaurant firm, hosted virtual cooking classes and a Facebook Live event promoting Alaska halibut, sockeye salmon, and sablefish. The first class on Nov. 6 featured the recipe Thai BBQ sockeye salmon with ginger-butternut puree and wok seared bok choy with a total of 52 participants. On Dec. 5, Chef’s Garden featured hazelnut crusted black cod with eggplant caponata, pancetta lardons, over Italian creamy lemon-parmesan risotto with a total of 30 participants. Additionally, a Facebook Live event of the Alaska halibut preparation was streamed live through the Jax Supper Club’s Facebook group reaching their 12.5 thousand members. 

Fulton Fish Market and ASMI partnered to promote Alaska Seafood online and across their social channels. Wild Alaska sockeye salmon was featured on the “Freshest Picks of the Week” section of their homepage and featured five delicious recipes on their recipe hub, including sticky sesame wild Alaska sockeye salmon and cedar plank teriyaki salmon. Additionally, Fulton’s partnered with five top influencers who love wild Alaska salmon and asked them to create innovative and delicious recipes to feature on their popular Instagram accounts. Thus far, Fulton’s has seen a 31% week-over-week increase in traffic to the product page, and the influencer campaign has been a huge success. 

Lunds & Byerlys, an upscale supermarket in the Twin Cities and surrounding area, promoted Alaska sockeye salmon, coho salmon, and Pacific cod at 26 stores in October. Each store utilized ASMI point-of-sale stickers and in-ice signs, resulting in an impressive 154% sales lift from 2019.

China’s digital landscape continues to see immense expansion, driven by technology growth and demand for short videos. To target this frontier, ASMI China featured a 30 second short video featuring various Alaska seafood species on the MangoTV platform from Nov.15 to Dec. 15. The short video highlighted Alaska seafood's environment, sustainability and quality, and displayed the Alaska Seafood logo. Playing among some of the platform's most popular TV shows, the promotion achieved a total exposure of 4,617,356.

ASMI China concluded a large-scale retail promotion in mid-December, which involved fourteen Ole’ supermarkets located throughout the eastern China region. The activity covered the key cities of Beijing, Shanghai, Ningbo, Wuxi, Hangzhou and more. Fourteen locations participated in the event, which featured wild Alaska pollock and sablefish. Ten store locations offered food samples while all the stores utilized ASMI materials to attract consumers and educate them about Alaska seafood. ASMI China was pleased to launch a large retail event on such a scale with a trusted retailer, especially with shoppers headed back into the offline space.

From Dec. 24 - Jan. 7, ASMI China conducted an online to offline promotion that brought together eleven supermarkets under the CR Vanguard Group, including Ole and Blt, to leverage end-of-the-year buying. The promotion featured wild Alaska pollock, sablefish, and sea cucumber at stores located in areas surrounding Beijing. Promoters were stationed at the stores, and they handed out information about Alaska seafood and answered questions from customers. An online ad for Alaska seafood was also created and featured on third-party home delivery service, Jingdong Home Delivery, servicing the participating supermarkets.

To further hype the promotion, ASMI China worked with social media key opinion leader “Four Seasons Barbie” to produce a livestream event attracting over 4 million views as she prepared dishes featuring wild Alaska pollock, sablefish and sea cucumber. The event resulted in press coverage from 20 platforms, including popular internet portals Sina, Tencent, and other shopping sites and news portals.

Together, both the online and offline platforms attracted different consumer segments and drove traffic to one another to increase the effects of the promotion.

ASMI China concluded a retail promotion in Hong Kong last week at the Sogo retailer, as part of an ATO Hong Kong “Delicious USA” event. The promotion featured Alaska coho salmon, Pacific ocean perch, and sea cucumber. Promoters set up a small station directly behind a freezer with a sign overhead highlighting wild Alaska seafood. Point-of-sale materials made for an eye-catching stand, including counter cards, posters, and assorted recipe books and insulated bags, which were given to consumers making purchases. The use of recipe books has been an especially helpful tool to promote Alaska seafood in Hong Kong, as they bridge the gap for consumers who may not be familiar with how to prepare Alaska seafood, and give seasoned seafood lovers plenty of variety. ASMI was pleased to showcase Alaska seafood behind an ATO event for enhanced visibility, especially in Hong Kong where consumers hold U.S. products in high regard.

Find out more about ASMI activities at home and abroad in our interactive map.