1. ASMI SUMMER STRAT SESSION August 2017 BRAZIL Jose Madeira

2. Market Overview Large market: 210 million people
GDP Growth est.: 2017: 0.5%, 2018: 2%
Inflation took a nose dive: 3.0% (12 months) from 6.3% in 2016
Base interest rate going down: 9.25% (Selic)
Unemployment: 13%
Currency appreciation BR$3.10: $1.00 USD

3. Market Overview Seafood
Growing Seafood Imports
Imports HS Chapter #03 (FY 2017/FY 2016)
Increasing enforcement on Polyphosphates and/or heavy glazing on imported seafood
DIPOA: On-line product registration since January 2017
Automatic approval for frozen H&G fish
Alaska / U.S. is a trend setter in the seafood business
Market underserved
Total imports
US$1.2/1.0 billion (+20%)
352.8 /329.4 thousand tons (+7%)
Imports from the U.S.
US$8.1/3.2 million (+250%)
2,100/1,060 tons (+98%)

4. Activity Highlights
Retail merchandising campaigns organized in 9 states, 41 retail chains; 727 outlets, 2,300+ store-days. – Walmart TV ad; 39 tons; $527K
Launches: Noronha, Komdelli, Swift, Frumar
APAS Show May 2017: 45 new trade leads (importers)
Social media:
Facebook: over a MILLION likes ( )
Instagram: over 2,300 followers
Earned media: over US$ 1 million in total EAV FY17

5. Activity Highlights
US Food Experience in partnership with the FAS/ATO, Chef James Briscione (NY)
Restaurant awards: 19 (new recipe book)
Explore opportunities in other South America markets:
Trade leads
FAS Colombia, Moises Huerta - Educational export seminar in Seattle

6. FY 2018 Strategy
Continue strong emphasis to make more AK products available in the market
In-store promotions
Special program for medium size retail chains
Culinary and nutrition schools presentations
Events, chef demonstrations, trainings and workshops

7. FY 2018 Strategy Special campaigns/approach for APO - hotsite
Keep emphasis on the “wild and Sustainability” message and Cook It Frozen! as a time/cost saving solution
Keep focus on trade education and relations
Keep working with top retailers in major cities as well as selected restaurants
Increase partnerships/pairing with other U.S. Origin products
Social media as a retail merchandising tool

8. Didn’t Work Sockeye Salmon Promotion on the Northeastern States
10-day-Christmas Promotion
Alaska seafood in general is doing very well in the region (pink, keta, pollock and cod)
Low disposable income
High seafood consumption of low cost species – much above country average
Expensive specie for the region (1st time ASMI promoted Sockeye Salmon in the Northeast)
Acceptance of Sashimi x Grilled Sockeye samples distributed
Negative ROI
Chains: Supermercado Leão and Favorito
3 outlets / 30 store-days (Recife and Natal)
Dates: December , 2016
ASMI investment: $1,600
Frescatto investment $ 500
Volume/Value Sold: 27 kg = $ 735

9. Moving Forward More companies applying for DIPOA registration
More companies visiting our market and attending our activities
Development of a network of Chef Ambassadors
Development of new recipes and Alaska seafood plated shots
Keep participating in FAS/ATO activities (#USFoodExperience, Sabor USA, Food & Service)
Expand opportunities in South America region

10. Discussion