JUNEAU, AK (July 18, 2005) - Salty Alaska fishermen, fierce bears catching salmon in rushing rivers, magnificent mountains rimming mighty glaciers: all these elements contribute to Alaska's success in defining Alaska seafood products as something special in the highly competitive markets of Alaska's biggest seafood customer: Japan.

"There's a keen interest in the authentic Alaska story among Japanese trade and consumers," explains KC Dochtermann, director of international activities for the Alaska Seafood Marketing Institute (ASMI). "Alaska seafood, and Alaska itself, are wild, and we drive that message home."

Focus on Fishermen at Japan Seafood and Technology Expo
The ASMI exhibit at this year's Japan Seafood and Technology Expo included photos of Alaska fishermen proudly holding up freshly-caught rockfish, Pacific cod, black cod, crab, salmon and halibut. "The focus on the harvesters gives a new look to our booth," continues Dochtermann. "It personalizes the story about Alaska seafood and conveys the image that it a special product harvested by extraordinary individuals."

Thousands of people attended the show, and several hundred stopped by the Alaska Seafood exhibit, with its colorful displays of fish roes, and premium quality seafood so fresh-looking it appeared to have just come from the ocean: all appearing under the legend "Alaska Seafood: All Wild, Never Farmed." Pollock roe, salmon roe and herring roe are all very popular in Japan. Visitors enjoyed samples of black cod, salmon, and the Japanese-style salmon roe called "ikura" complemented by tastes of draft beer from the Alaskan Brewing Company. Interest in Alaska ran high among the seafood trade and the press, more than 140 of whom attended ASMI's "Alaska Night" reception at the show.

ASMI Executive Director Ray Riutta talked with Alaska seafood buyers at the Expo, and met with executives from prominent Japanese seafood wholesalers, including one that markets fresh sockeye salmon from Bristol Bay. "Most Alaska salmon makes its way to Japan in frozen form," notes Riutta, "and the fresh salmon flown in by jet is a real delicacy." Riutta also pointed out that retail stores where Alaska sockeye salmon is being promoted are also using the imagery of the Alaska fishermen provided by ASMI. "The wild Alaska origin is a part of the message."

Japanese press gets close up of wild Alaska
Members of the Japanese media visited Alaska during the last week of June on a press tour arranged by ASMI, in order to capture the story of wild Alaska, and wild Alaska seafood. The tour is expected to generate stories in the business and consumer press that explain what makes Alaska seafood unique. The seafood marketing agency worked in cooperation with the Genuine Alaska Pollock Producers (GAPP) on the press tour, which included visits to Dutch Harbor, Akutan, Anchorage, Katmai National Park, and Bristol Bay to meet with harvesters and processors, and capture images of the wild nature of Alaska. They also toured retail establishments in Seattle, and learned about traceability and providing food safety from point of production to the consumer.

Publications represented on the tour included retail magazine Chain Store Age, the prominent business newspaper Daily Minato, seafood business publications Hokkai Keizai and Suisan Keizai, and popular consumer cooking magazine Dancyu, which covers food products in depth for a key audience of over 250,000 Japanese. ASMI conducts media tours to raise awareness and appreciation for Alaska seafood in the trade and consumer sectors. This summer media tours from Japan and France were conducted by ASMI.

Contact:
For further information please contact KC Dochtermann, kdochtermann@alaskaseafood.org, 1-800-806-2497. Photos available upon request.

Alaska Seafood Marketing Institute
311 N. Franklin St., Suite 200
Juneau, Alaska 99801
1-(800)-478-2903
www.alaskaseafood.org

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