Alaska Seafood Newsbrief

Message from the Executive Director

Greetings-

e had a very successful "all hands" meeting last week as ASMI board and committee members converged in Seattle to chart our course for the future. The industry expressed strong commitment to our traditional markets, as well as support for developing opportunities in emerging markets. The board of directors approved the allocation of funding for U.S. retail and foodservice promotional activities, and for international marketing activities in Japan, China and the European Union. ASMI will continue to share key messages about Alaska Seafood in a variety of languages through printed materials, news stories, internet sites, and promotions at supermarkets and restaurants. Also, ASMI will continue trade education and trade missions, and provide increased training and technical support to our customers using innovative new web-based tools. Communicating with consumers through stepped-up public relations activities will be a continuing high priority. Thanks to the many industry members who worked hard during our meetings to offer their expertise, and guide the marketing effort.

See you over the next swell,

Ray Riutta

Connecting with Japan's High-Tech Consumers via Mobile Phone and 2D Code

In Japan, the country that has long held the position of Alaska's most valuable seafood trade partner, Alaska meets the challenge of re-defining its seafood products in a dynamic marketplace.

Only in Japan is ASMI able to take advantage of the high-tech form of communicating with consumers called the QR code (or "Quick Response," a two dimensional bar code developed by Denso-Wave). In Japan, the mobile phone is a multi-functional hand- held terminal, not just used for phone and e-mail services. Users can down-load various kinds of information, watch TV, listen to the radio, pay the bills, purchase the movie/theater tickets, or check in at airline and train counters. The QR code can be read by a mobile phone camera with the right software, and connect the consumer with a mobile site.

The code can be printed in magazine and newspaper ads, on signs in the retail store, or even on billboards, so it can be read across the road. Right now, ASMI Japan's mobile site carries information about the basics of ASMI, who we are, wild and natural seafood messages, on-going promotions, recipe introductions, sweepstakes entry information, and a quiz campaign. The mobile site also leads the people to the Japan website. This is just a small element of consumer outreach in the Japan market. It provides immediate feedback about the effectiveness of ads, and gives ASMI information about its target audience. For example 1,316 instant access responses came through one newspaper ad, and 3,824 access/entries came through a retail promotion.

If you are heading to Seattle for Pacific Marine Expo Nov. 15-17, be sure to come see ASMI at booth 517, located in the thick of the Alaska action. Also, United Fishermen of Alaska (UFA) and ASMI are presenting a conference session on Friday, Nov. 16, at 1:30. Joe Childers, UFA President, will discuss issues of access to Alaska commercial fisheries, and Randy Rice, ASMI Seafood Technical Director, will discuss Alaska's sustainability platform. Click here to visit the show site.

A Few Exhibit Spaces Still Available in Alaska Pavilion at ESE

ASMI's Alaska Pavilion at the European Seafood Exposition in spring 2008 still has a few spots available. If you are interested in information about exhibiting at the European Seafood Exposition, one of the biggest seafood shows in the world, please contact Kara Hollatz, ASMI International Marketing Coordinator, khollatz@alaskaseafood.org, ASMI's Juneau headquarters: 1-800-478-2903.

New Bi-Lingual Brochure for Canned and Pouched Salmon
New recipes for shelf-stable salmon and information about its health benefits are presented in English and Spanish for use in U.S. markets with a large Spanish- speaking population. Suppliers and retailers can take advantage of the new piece to boost sales.

Vigo Show Sparks Vigorous Interest in Alaska Seafood

ASMI and two Alaska industry co-exhibitors, Trident Seafoods and Interocean, participated in the USA pavilion at the CONXEMAR exhibition in Vigo, Spain. The 2007 CONXEMAR show had the largest number of visitors since its inception with 38,500 visitors attending from 105 countries. The show was considered a success and over 50 trade leads were generated as a result of the show.

CONXEMAR is an international exhibition for frozen seafood products that is held annually at Europe's largest fishing port in Vigo, Spain. Seafood suppliers from throughout the world increasingly participate in CONXEMAR to develop their share of the sizeable European market. ASMI promotes the entire Alaska seafood product portfolio, and Alaska suppliers find particular demand for Alaska whitefish varieties in the region. Spain and Portugal combined accounted for imports of frozen Alaska pollock exceeding 5500 metric tons, of frozen cod around 85 metric tons, and volumes of salted cod approaching the same level.

Black cod, "bacalao negro" is being discovered by more chefs in Southern Europe, its popularity propelled by interest in Japanese cuisine. Photos of an Alaska fisherman with a freshly harvested black cod, and elegant plated food photos lend color to an informational ASMI "bacalao negro" brochure in Spanish, and you can also view a Spanish translation of a video on Alaska Salmon on ASMI's website for Spain.

Pacific Cod value May Exceed $200,000,000

The most recent ASMI Seafood Market Bulletin has market information for key commercial species harvested in Alaska, including this story on Pacific Cod. Get a look at short term and longer term outlooks for Alaska producers of this species in the face of supply and demand dynamics that have pushed the value way up, and whitefish aquaculture production ramping up.

Salmon Harvest Fourth Largest in History: Lots of Sockeye Available!

Economist's Report Focuses on Health of Alaska Industry: Chris McDowell of McDowell Group, the firm that provides ASMI's Seafood Market Information Service, presented recent statistics on the health of the Alaska seafood industry at the recent ASMI "all hands" meeting.

The Alaska catch is the fourth largest historically, with over 200 million salmon commercially harvested. Of the valuable sockeye harvest, 63% are from Bristol Bay: a harvest of 29.7 million. The returns of salmon to the area exceeded projections by 10 million. This information is available in the most recent Seafood Market Bulletin.

A supplement to the bulletin will be published in the next few weeks providing analysis of Alaska Salmon Price Report Data and canned salmon inventory data. You can sign up to receive a link to newly published reports, so you can get the information right away.