1. Overview of Alaska Seafood Marketing Institute and its programs
ASMI 101
Overview of Alaska Seafood Marketing Institute and its programs

2. ALASKA SEAFOOD MARKETING INSTITUTE Public-Private Partnership
ASMI is a marketing organization with the mission of INCREASING THE ECONOMIC VALUE of the Alaska seafood resource through:
Increasing the positive awareness of the Alaska Seafood brand;
Collaborative marketing programs that align ASMI and industry marketing efforts for maximum impact within the food industry;
Championing the sustainability of Alaska’s seafood harvests and Alaska’s robust and transparent fisheries management;
Proactive marketing planning to address short and long-term goals while remaining flexible and responsive to a changing environment and economy;
Quality assurance, technical industry analysis, education, advocacy and research;
Prudent, efficient fiscal management.
Alaska Seafood
Marketing Institute (ASMI)
A public-private partnership between the State of Alaska and the Alaska seafood industry established to foster economic development of a renewable natural resource.

3. CAP Experts from foodservice, wholesale & retail industries
Operational and Species Committees
Board appointed industry members
CAP Experts from foodservice, wholesale & retail industries
Board of Directors
ASMI Executive Director
ASMI PROGRAMS
International
Domestic
Seafood Technical
Sustainability
Global Food Aid
Communications
9 regional programs
41 countries
Regional Campaigns
Trade Shows and Missions
Foodservice/Retail
Domestic Promotions and Partnerships
National Campaigns
Quality
Safety
Nutrition
Research and Reports
Five Pillars of Sustainability
Gold Standard for Fisheries Mgmt
RFM Certification Program
SNP/US Food Aid
School Lunch Program
Global Aid
Consumer PR
Industry Outreach
Media Relations

4. 60% 60% Export Markets of Alaska Seafood is exported
value of Alaska Seafood from exports
Building off the last slide…
Because ASMI has limited funding we can’t be everywhere but we can be strategic of where we place or marketing efforts.
The blue dots represent where ASMI has active marketing programs. The larger the dot the larger the import value
Exports are incredibly important for Alaska seafood and make up 60% of the value in a given year, with the same amount of the harvest 60% exported.
AK seafood exported to 120 countries with our top trade partner being China and our largest end-user markets being Japan and the EU.

5. INTERNATIONAL PROGRAM Global Marketing Efforts
ASMI Global Promotions
9 Regional Programs in 41 Countries:
Japan
China
South America
Northern Europe
Central Europe
Southern Europe
Western Europe
Eastern Europe
South East Asia
Program Activities
Consumer
PR and Promotion
Trade
Outreach, In-bound & Out-bound missions, shows, expos, retail merchandising
Foodservice
Outreach and PR, in-bound chef missions, chef trainings, HRI trade shows, menu promotions
ASMI Focuses its marketing efforts in two primary programs: International and Domestic
We have 8 regional programs that reach over 31 countries worldwide
We also have a very strong domestic presence that can be broken down into four categories

6. Domestic Marketing: Retail
Increase consumer consumption of Alaska seafood:
Partner with major retailers
Retail employee training materials
Marketing/POS materials
Industry trade publications
Recipe development

7. Domestic Marketing: Foodservice
Increase brand awareness and Alaska seafood consumption in partnership with:
Foodservice operators
Foodservice distributors
Colleges and Universities

8. Seafood Technical Program
Connect and support industry and ASMI programs in all aspects of:
Seafood Quality
Safety
Traceability
Utilization
Nutrition
Scientific Innovation
QUALITY
SAFETY
SCIENCE
NUTRITION
The goal for the program is to connect with the industry and provide resources in multiple technical categories including: seafood quality, safety, traceability, utilization, nutrition, and promoting innovative opportunities in science and research for Alaska seafood. An important component of the technical program is to provide support for ASMI’s marketing programs on technical matters. This past year, I have worked to find more opportunities for collaboration not only within ASMI’s programs, but also with research institutions, ngos, partner seafood industry groups, local Alaska community seafood advocates, and diet and nutrition experts.

9. Sustainability & Responsible Fisheries Management Certification
Provide resources & support to all ASMI Programs on our Five pillars of Sustainability
AK RFM Program was the 1st to be GSSI Recognized, July 2016
Sustainability and Responsible Fisheries Management Program
Third-party certification program for wild-capture fisheries
Promotes Legally and Ecologically responsible Fisheries
Provides credible standards for sustainable fishing
Allows companies to demonstrate responsible sourcing to customers
Recognition from GSSI

10. Global Food Aid Program
EXPANDING PRODUCTS
Started with Wild Alaska Canned Salmon
Frozen Wild Alaska Whole Grain Breaded Pollock Fish Sticks
Frozen Wild Alaska Frozen Pollock Portions
Wild Alaska Kosher Canned Pink Salmon
Wild Alaska Frozen Sockeye/Coho Salmon Fillets
Wild Alaska Herring Fillets
Wild Alaska Canned Herring
Wild Alaska Salmon Fillet Portions
Canned Wild Alaska Pink and Keta Salmon
Wild Alaska Pollock Blocks
Positioning Alaska Seafood as a sought-after protein among Food Aid Programs Globally and Domestically
Expanding future consumer base

11. Communications Program
Support ASMI Programs
Photos, video collections, collateral development
Serve as ASMI’s spokesperson
Increase Awareness Among Key Audiences
New Media tours, newsletters, AK Legislative visits
Public Relations
Social media, press outreach

12. Economics of Alaska Seafood

13. What is the Customer Advisory Panel (CAP)?
Mission
To provide feedback on effectiveness of ASMI marketing activities and suggestions for how ASMI can react to changes and best position Alaska Seafood in the market
Consists of global members from
Foodservice
Wholesale
Retail Grocery
Advises the ASMI Board on
Market challenges
Changes in market forces