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ASMI Annual Report_2014

analysis of results and challenges: Alaska Seafood has increased its brand equity in the United States. Measuring its popularity on the menus and among consumers helps chart its progress. The Alaska Seafood brand has ranked third and second in popularity among food brands on the menus of the top 500 restaurant chains over the past 8 years; however, the goal is to be “Number One.” As a result of Alaska Seafood Marketing Institute foodservice promotions about wild Alaska seafood, a wide majority of US restaurant diners have a positive impression of the Alaska Seafood brand (70 percent). Alaska seafood is preferred 57 percent to 14 percent over farm raised seafood in restaurants. Sixty-eight percent reported that seeing an Alaska Seafood logo on a menu would increase their likelihood of ordering an Alaska fish/ seafood item. moving beyond the “Great Recession”. More than ever, operators and consumers are wanting healthy options that include fish/seafood. Corporate initiatives and positioning continue around sustainability, the environment and “feel good values”. Operator and distributors are looking for the right co- branding partner - Alaska seafood has the “look of the leader” and is in a good position. Photo by Mark Boughton 19Alaska Seafood Marketing Institute 2014 Annual Report


ASMI Annual Report_2014
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