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ASMI Annual Report_2014

Brand Power ASMI’s access to the corporate offices of grocery retailers, alaska seafood Brand equity restaurant operators and foodservice distributors around the Alaska Seafood held second place among food world has successfully increased the value of Alaska seafood; brands on U.S. menus in 2012. and achieved increased use and awareness of the Alaska Seafood brand and companion brands. ASMI also cultivated media contacts to increase positive exposure for Alaska and Alaska Seafood. The relationships developed by ASMI have built brand equity for Alaska Consumers are more Unaided, consumers cite Seafood. For example, the Alaska Seafood brand remains one of the likely to recommend Alaska as the #1 source top three food brands on the menus of the top 500 US restaurant Alaska Seafood than any of great seafood. chains. ASMI educates chefs, restaurant operators, grocery retailers, other protein tested. foodservice distributors and seafood buyers about Alaska Seafood Alaska Seafood 45%45%Alaska and builds brand equity that can be leveraged by all Alaska Seafood Alaska Salmon 43%35%Maine suppliers. ASMI activities spread key messages about the Alaska Florida 19% USDA Prime Sirloin 38% Seafood brand: wild, natural, unparalleled flavor, superior quality, lousiana/New Orleans 16% Angus Beef 37% sustainability, versatility, ease of preparation, and healthfulness. Massachusetts/Boston 8% New England Seafood 33% Washington 7% USDA Organic Chicken 32% ASMI works closely with other state agencies, thedepartment Japan 6% Atlantic Salmon 31% of Commerce, Community and Economic Development and the Maryland 5% louisiana/Gulf Seafood 28% Department of Natural Resources, on issues of marketing Alaska, Hawaii 4% Kobe Beef 26% whether it is in the form of seafood, tourism, or agriculture. ASMI Canada 2% Farm to Table Pork 24% is also working with the Alaska Department of Fish and Game Oregon 2% Framed Seafood 20% on sustainable fisheries issues and telling the story of Alaska’s China 2% Asian Seafood 18% successful fisheries management. New England 2% Which U.S. states or countries Mississippi 2% come to mind when you think More people than ever before are being exposed to the brand Texas 2% of sources of great seafood? New York 2% and to key messages about what attributes it stands for” “Alaska” signifies wild, natural, unparalleled flavor, superior quality, How likely are you to sustainability, versatility, ease of preparation and healthfulness. recommend the following to ASMI is committed to building the enthusiasm – and brand equity – a friend, family member or for sustainable, wild caught Alaska Seafood, and the use of the logo colleague? on value-added seafood products is increasing. 18


ASMI Annual Report_2014
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