JUNEAU, Alaska (September 16, 2020) – On behalf of the nation’s largest source of domestic seafood, the Alaska Seafood Marketing Institute (ASMI) is launching #SeafoodSunday, a new mealtime initiative inviting Americans to #AskforAlaska and enjoy more wild seafood together. With more US consumers cooking at home and searching for quality, value and comfort, ASMI’s #SeafoodSunday campaign makes home cooking easy with simple preparation tips, new recipes and inspiration featuring Alaska seafood designed to be enjoyed on Sundays (or any day of the week).
Since the start of the COVID-19 pandemic, the US has experienced a shift in consumer shopping behavior. 75% of US consumers have tried new shopping behaviors according to recent research by McKinsey & Company, and 73-80% of these consumers stated intention to continue these new behaviors after the pandemic. With the continued growth of frozen seafood retail sales and home cooking up 66%, ASMI is connecting to this moment of change with a new dining tradition that brings nutritious, sustainable protein from the waters of Alaska to the people around American tables.
“Alaska seafood is America’s seafood, and #SeafoodSunday is an initiative to incorporate wild Alaska seafood and its benefits into any weekly routine,” explains ASMI Communications Director, Ashley Heimbigner. “In addition to mixing up the traditional Sunday dinner, #SeafoodSunday offers recipe ideas and cooking inspiration for breakfast on the go, a decadent brunch, a post-workout protein powerup, or anytime snacks. #SeafoodSunday helps home cooks take advantage of a bit more free time on the weekend to shop, prep, experiment and enjoy a meal together.”
ASMI is partnering with an impassioned line up of chefs and culinary experts to share the #SeafoodSunday message this fall, starting in September with a focus on simple, fun meals for the whole family:
- Rachel Mansfield (@RachLMansfield), a cookbook author, recipe developer, podcast host and self-proclaimed “seafood snob” who cooks for her family with “just the good stuff.”
- Robin Plotnik (@WhatRobinEats), a certified nutritionist and personal trainer who has a passion for a healthy lifestyle and inspires people through food.
- Ali Rosen (@Ali_Rosen), an Emmy-nominated culinary television host, James Beard-nominated chef, cookbook author and recipe developer who cooks at the intersection of easy and impressive-looking.
In October, ASMI will partner with executive chef and former Top Chef contestant Joe Sasto and Kaylah Thomas (@_killahkaythomas), an up-and-coming chef who was born and raised in Alaska and prioritizes local and sustainable ingredients throughout her cooking, to share their seafood secrets to help home cooks take their culinary skills to the next level in time for National Seafood Month. These #SeafoodSunday ideas will be shared across ASMI social channels.
ASMI is also supporting the goals of the #SeafoodSunday movement with digital and in-store Alaska seafood product promotions, as well as the creation of new, simple instructional videos demonstrating how to cook Alaska seafood favorites from frozen. Alaska seafood products from salmon and crab to halibut, rockfish and wild Alaska pollock are available in fresh, frozen and shelf-stable options at retail, foodservice and ecommerce across the US.
Alaska Seafood fans and partners can join the movement by sharing #SeafoodSunday #AskforAlaska moments on social channels, by finding out their “Seafood Personality” for additional cooking inspiration, by “Asking for Alaska” at their local or online retailer or restaurant, and by exploring the Seafood Sunday Toolkit at WildAlaskaSeafood.com.