ASMI Hosts Sprouts Farmers Market on Retail Familiarization Trip
ASMI’s Domestic Marketing Program was proud to host members of the Sprouts Farmers Market meat and seafood team for a multi-day familiarization trip to Sitka and Juneau. The visit was designed to deepen the team’s understanding of Alaska’s seafood industry, highlight the state’s commitment to quality and sustainability, and strengthen the connection between harvesters, processors, and retail partners.
The trip began in Sitka, where participants toured three major seafood processing facilities: Silver Bay Seafoods, Sitka Sound Seafoods, and Seafood Producers Cooperative (SPC). These visits provided behind-the-scenes look at how wild Alaska seafood moves from vessel to finished product, showcasing a variety of processing methods and species. The group observed how quality is maintained through careful handlin
g, efficient freezing, and robust cold storage systems. Conversations during these tours also emphasized Alaska’s traceability standards and the role processing facilities play in ensuring sustainable seafood reaches consumers.
While in Sitka, the group also visited the Sitka Sound Science Center and hatchery, where they learned about local salmon enhancement programs, research initiatives, and the broader role hatcheries play in supporting Alaska’s sustainable fisheries. The team then traveled to Juneau to tour DIPAC (Douglas Island Pink and Chum Hatchery), one of the largest salmon hatcheries in the region. This visit offered a detailed look at large-scale salmon enhancement efforts and the integration of scientific monitoring into Alaska’s fisheries management system.
Throughout the trip, participants enjoyed meals featuring a range of wild Alaska species, providing an opportunity to experience the diversity of flavors and formats available for retail. Discussions during these tastings centered on merchandising strategies, customer education, and how storytelling about Alaska and sustainability can drive consumer interest and sales.
By the end of the trip, the Sprouts team had gained a comprehensive understanding of Alaska’s seafood supply chain and the unique factors that make the Alaska brand stand out in the marketplace. The experience further solidified the relationship between ASMI and Sprouts, paving the way for future collaboration in promoting wild Alaska seafood to customers nationwide.
