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Alaska Seafood Logo
Sustainability in Action
Alaska’s fishing industry provides daily examples of its commitment to both economic and environmental sustainability, demonstrating why Alaska seafood is an ideal choice for the growing sector of sustainability-minded consumers. Utilizing new messaging tools and dynamic promotional activities, ASMI highlights these efforts to our diverse audiences, showcasing Alaska’s gold standard sustainability story and industry investment in quality and safety.
Learn more about these efforts below.
Upcoming Events
March 30 - 31, 2021

March 31, 2021

April 20, 2021

ASMI is sponsoring the first 10 Alaska seafood exporters registered. 
Contact David McClellan to sign up and for more information. 
April 22 - 23, 2021

April 29, 2021

Accepting submissions through April 30, 2021
Alaska Seafood in the News
ASMI works with writers and editors to share the story of Alaska Seafood.
New Resources
Latest COVID-19 briefing available now
All of the COVID-19 briefing papers are available here.
New sustainability webpage
ASMI’s new sustainability whitepaper and sustainability brochure are distilled into a consumer-friendly webpage.
New bleeding guideline poster available
Bleeding guidelines for Alaska salmon, produced collaboratively with Juneau artist Pat Race.
Get the new Direct Marketer Toolkit
Sign up for the Direct Marketer newsletter to receive a quarterly round-up of resources.
ASMI Activities
Trade Shows & Forums
ASMI participates in trainings, forums, and trade shows to connect with and facilitate sales between suppliers and buyers.
Online chef training in Hong Kong
ASMI China partnered with Hong Kong Polytechnic University’s School of Hotel and Tourism Management to conduct an online chef training targeting 70 young, budding chefs. The training included education on Alaska seafood species, environment and sustainability, quality, preparation and handling tips, a cooking demonstration and recipe inspiration.
CONNECTED: Wild Alaska pollock, snow crab, Pacific cod, and Pacific Ocean perch
First-ever Alaska Global Seafood Tour
ASMI South America hosted the first-ever Alaska Seafood Global Tour. The virtual forum targeted Latin American trade and focused on businesses working with Alaska seafood in a number of international markets. For those that were unable to attend, the recording can be obtained by emailing ASMI.

CONNECTED: Key ambassadors from the Netherlands, China, Spain, Peru, Brazil, U.S.
International Business Forum
In coordination with the Seafood Show Latin America, ASMI South America hosted a Seafood International Business Forum for Latin American trade partners on March 11. Ten countries presented their cases of success in innovation, competition and profitability within the seafood sector.
Commonwealth North and Southwest Alaska Municipal Conference
On March 3, ASMI executive director Jeremy Woodrow participated in a Commonwealth North virtual seafood industry panel, and on March 4 participated in the Southwest Alaska Municipal Conference. Woodrow focused on the economic importance of the Alaska seafood industry to the State and the market challenges and opportunities developing due to the pandemic.
Social Campaigns
ASMI’s Sea to Table campaign highlights sustainability and traceability through partnerships with chef influencers and Alaska fishermen.
Spring sustainability campaign kicks off
With a heightened focus on sustainability, ASMI’s Consumer PR program launched a “Sea to Table” campaign to share the key tenets of Alaska’s sustainability story through media relations, influencers, chefs and social tactics to increase awareness of Alaska’s world leading responsible fisheries management practices. The campaign draws on industry voices, drives consumers to the new sustainability webpage, and encourages consumers to #AskForAlaska. 
ASMI holds promotions around the world to boost retail sales and grow the Alaska seafood consumer base.
Albertsons lent promotion 
ASMI partnered with Albertsons to run a promotion across 2,200 stores during Lent. Their advertisements featured the Alaska Seafood logo across all 14 Albertsons divisions, the Cook It Frozen logo was featured on freezer doors, and a QR code linking to recipes was featured on packaging. 

PROMOTED: Alaska sockeye salmon, cod, and surimi made from wild Alaska pollock
LOCATION: 2,200 Albertsons stores
Chicory digital shopping platform
ASMI launched an e-commerce promotion leveraging Chicory’s digital shoppable recipe technology at Target stores nationwide during Lent. Chicory enables ASMI to represent Alaska seafood products in relevant recipes on over 1,500 recipe sites. Consumers who click on the randomized and optimized shoppable banner ads can add their choice of Alaska seafood and recipe ingredients directly to their digital shopping cart for a seamless checkout experience. 

PROMOTED: Wild Alaska pollock, sockeye salmon, keta salmon, Pacific cod and halibut
LOCATION: Target, online
Ecommerce promotions with SFBest
ASMI recently completed an online promotion with the trusted and visible online food supermarket SFBest. The promotion overlapped with Spring Festival, or Chinese New Year, to take advantage of increased consumption.

PROMOTED: Wild Alaska Pacific cod, sablefish, and rock sole
LOCATION: SFBest, online
Retail promotions in Shanghai, Dongguan 
ASMI conducted retail promotions throughout the month of February at 10 G-Super stores in Shanghai and five Spar stores in Dongguan.

PROMOTED: Wild Alaska pollock and sablefish
LOCATION: G-Super and Spar, Shanghai and Dongguan
Satellite media tour highlights nutrition, convenience
ASMI’s Consumer PR program coordinated a Satellite Media Tour with registered dietitian partner Frances Largeman-Roth to generate broad, national media coverage of the health, sustainability and ease of preparation of Alaska seafood. Additional coverage is expected over the coming weeks.

PROMOTED: Alaska Pacific cod, canned salmon, salmon, crab and wild Alaska pollock
Chef Masa virtual media event
On March 4, ASMI hosted 11 top-tier media for a virtual dinner event featuring a cooking demonstration from three-Michelin-starred Chef Masa Takayama and an informative discussion on sustainability with Alaska fisherman Hannah Heimbuch and ASMI's Jeremy Woodrow. ASMI is currently coordinating several story opportunities as a result of the event.
MEDIA PRESENT: Bon Appetit, BuzzFeed, Food Network, Food & Wine, Good Morning America, Hearst, Martha Stewart, Martha Stewart Living, Serious Eats, Today Show NBC
FEATURED: Alaska rockfish, golden king crab, sockeye salmon, wild Alaska pollock roe, salmon roe
ASMI partners with various organizations to further amplify our reach.
Plate Magazine features Alaska Seafood
ASMI partnered with foodservice publication Plate Magazine to work with Rachel Yang, chef/owner of restaurants Revel and Joule in Seattle, in its Jan./Feb. issue, and Justin Sutherland, chef/owner of Handsome Hog in St. Paul and star of TruTV’s new television cooking show “Fast Foodies” in its March/April issue. The chefs share their creativity, recipes, and cooking styles in this insightful video and print series. The pieces provide visual inspiration to the foodservice industry on innovative ways to menu sustainable Alaska seafood. Both videos can be found on the ASMI YouTube channel.

FEATURED: Alaska rockfish and sole/flounder; wild Alaska pollock and pollock roe
ASMI expands 50 Best Restaurants partnership
Following the social success of the How to fillet a wild salmon video, ASMI and 50 Best Restaurants partnered once again to develop an extensive content campaign series. With a focus on sustainability, the campaign launched in March with a social promotion of ASMI’s How to fillet a wild Alaska halibut video, and a promotional feature written by celebrated food writer Clarissa Hyman.

PROMOTED: Alaska halibut and salmon
REACH: Global audience of chefs and foodies
From the Media Library
New assets, new look, new user guide
Have you noticed any updates? Find a sampling of new assets in the What's New folder, look for navigation tips in the User Guide linked at the top of the site, and search through resources by user group and category.
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