March 2017 Marketing Update

March 2017
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Kicking Off Lenten Season With National Coupon for Frozen Alaska Pollock Products on Ibotta

ASMI started the Lenten season off with a $.50 coupon for frozen Alaska pollock products on Ibotta - the free app that pays consumers cash for everyday purchases.  

Before customers go shopping, they unlock the $.50 Alaska pollock cash reward coupon by completing a quick one-question poll about Alaska seafood. Customers can then purchase any brand of frozen Alaska pollock fish sticks, portions or fillets at any supported store. From there they will use the app to take a picture of the product UPC and the cash register receipt to verify purchase. The coupon amount is then loaded directly into their Ibotta "bank" account, and can be transferred to their PayPal, bank account or shopping cards such as Best Buy, Amazon, etc.

White Castle Menu Items to Promote Alaska Pollock

ASMI foodservice has teamed with White Castle to help promote seafood in over 400 quick service restaurant units. "White Castle’s Fish Sliders and Fish Nibblers are made with wild, natural and sustainable Alaska pollock," says Jamie Richardson, vice president of White Castle. The Fish Nibblers are part of White Castle's Craveable menu items and was introduced in the late 90’s after conducting focus group research that demonstrated that adding the ASMI logo improved their customers' perception of the quality and flavor of the fish snack.  

Kodiak Seafood and Marine Science Center Internships Supported by Alaska Sea Grant and ASMI

The seafood technical program is working with Alaska Sea Grant to fund two seafood science internship positions at the Kodiak Seafood and Marine Science Center. The positions will be solicited with a preference for graduate students with a background in marine/seafood science. The internship would occur over the summer months (May-August) with direct supervision from UA staff in Kodiak and indirect supervision from the ASMI seafood technical director.

One intern will be a communications science intern creating consumer and industry aware content about wild seafood products from Alaska on a web platform outside of ASMI. This graduate student intern will work directly with the ASMI seafood technical director and the Seafood Products Association representative to develop content and messaging on specific issues related to wild seafood products. The other graduate-level internship will work to establish Alaska seafood specific parasite control measures. They will investigate the Food and Drug Administration (FDA) guidelines for freezing/cooking parameters for parasite control in wild Alaska seafood. This intern will collaborate with parasite experts and seafood industry experts to establish Alaska seafood-specific results for parasite control that could be presented to the FDA for review.
"How to Fillet a Wild Alaska Halibut" Video Live on YouTube!
The technical and communications program collaborated on some simple how-to videos that can be used by processors, chefs, retailers and consumers. The "How To Fillet a Wild Alaska Halibut" video is live on ASMI YouTube now!  Look for similar salmon videos coming soon!

Halibut and Sablefish Season Now Open
Alaska halibut and sablefish season opened March 11th! Our halibut and sablefish harvest season press release, which was distributed yesterday, has been picked up by 184 outlets including Yahoo!, MarketWatch, and Washington Business Journal, resulting in over 88 million impressions to-date.
Retailers Embrace In-Store Demos for Frozen Alaska Pollock Fillets

Delicious and sustainable wild Alaska pollock is taking this Lenten season by storm as many retailers across the upper Midwest, St. Louis and the Northeast are proudly featuring this mild whitefish during in-store demos.

Northeast retailer DeMoulas Market Basket will be featuring Alaska pollock during in-store demos at 7 stores scattered throughout New England this month. In partnership with Victoria Gourmet spices, chefs will prepare delicious sautéed Alaska pollock for sampling.  

DeMoulas will be offering reasonably priced individually quick frozen (IQF) Alaska pollock fillets in 1 pound retail bags in the frozen seafood bunker next to the seafood case.

Alaska Salmon Fishery Awarded Continued Alaska RFM Certification
ASMI is pleased to announce the Alaska salmon fishery has been awarded continued certification to the Alaska Responsible Fisheries Management (RFM) Certification program. 
In March 2011, the Alaska salmon fishery was the first fishery to be certified to the Alaska RFM Certification program. The reassessment was conducted using Alaska RFM Standard Version 1.3. A 30-day public comment period was conducted from January 23, 2017 through February 21, 2017.  No stakeholder comments were submitted. Details of the assessment can be found in the Final Assessment Report.
"More than 90% of the wild salmon harvested in the United States comes from Alaska's waters and with continued RFM Certification, buyers can be confident they are sourcing wild salmon responsibly," states ASMI's Sustainability Director, Susan Marks. 
Congratulations to the Alaska RFM Certification salmon fishery client  Alaska Fisheries Development Foundation, Inc. "Alaskans are proud of the strong fisheries management system which is integrated into the Alaska Constitution," said Julie Decker, Executive Director of Alaska Fisheries Development Foundation.  "The recertification of the Alaska salmon fishery is an important achievement for fishing families and processors who rely on the sustainability of this resource to maintain jobs and economic activity in Alaska's coastal communities."
Walmart Now Accepting GSSI Certification Schemes

Walmart, the world’s largest retailer, will now accept certification schemes that have successfully completed the Global Sustainable Seafood Initiative (GSSI) Benchmark Process. Walmart’s seafood policy specifically states:

By 2025, based on price, availability, quality, customer demand, and unique regulatory environments across our global retail markets, Walmart U.S., Sam’s Club, ASDA, Walmart Canada, Walmart Brazil, Walmart Mexico, and Walmart Central America will require all fresh and frozen, farmed and wild seafood suppliers to source from fisheries who are: Third-party certified as sustainable using Marine Stewardship Council (MSC) or Best Aquaculture Practices (BAP), or certified by a program which follows the FAO Guidelines and is recognized by the Global Sustainable Seafood Initiative (GSSI) as such.

This is a huge success for ASMI’s RFM program, the first certification scheme formally recognized by GSSI in July 2016.
Parabere Forum in Barcelona Showcases Alaska Seafood

ASMI Germany attended the Parabere Forum in Barcelona, Spain from March 5 – 6, 2017.

The conference attracted 300 leaders from all over the world representing international scientists, farmers, academia, business owners, and top chefs. The program focused on women empowerment in gastronomy and this year’s theme was “Redefining Sustainability.”

Alaska seafood was showcased during a reception which was very well-received and garnered positive press. Overall, the event was a great success.

U.K. Blogger Campaign Seeks to Promote Seafood to Millennial Consumers

ASMI’s Northern Europe program is working with bloggers throughout the U.K. to promote Alaska Seafood to millennial consumers. The first partnership was with lifestyle blog, Time2Gossip, and featured an Alaska Pollock Fish and Chip Pie recipe. The blog post was shared across multiple platforms including Instagram and Twitter, and received positive engagement from readers.

ASMI Northern Europe looks for bloggers with a promising social media presence when partnering. Working alongside lifestyle bloggers, rather than food blogs, has been a successful strategy in order to broaden the reach and in order to limit competition with other protein brands as food blogs are often saturated with branded food products.


Come See Us at Upcoming Trade Shows!

If you're attending the upcoming seafood shows please stop by our booth and say hello.

Seafood Expo North America, Boston-Booth #1633

Seafood Expo Global, Brussels-Hall 6, Booth #1126, 1127, 1143

The Best Lunch Foods for Runners, Runner's World, February 28, 2017

3 Ways to Keep Mercury and Arsenic Out of Your Gluten-Free Diet, Health, February 23, 2017 (Alaska salmon mentioned)

For Alaskan Women, Fishing Is Not Just a Job—It’s a Way of Life, Vogue, March 8, 2017

The 30 Faces of the New Healthy, Cooking Light, March 8, 2017 (Alaska fishermen featured)

Alaska's Spring Seafood Season Kicks Off with Wild Halibut and Sablefish Harvests, Washington Business Journal, March 9, 2017

Seafood Expo North America, March 19-21, Boston, MA

Seafood Expo International, April 25-27, Brussels, Belgium
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