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ASMI Annual Report_2014

prices will fall. ASMI’s marketing price of Alaska salmon has increased Target #2: Maintain efforts help build demand for pink and from $0.26/lb to $0.87/lb in 2012. chum salmon. This is a big reason why the total value second place rankingof commercial salmon permits has and work on moving Sockeye typically accounts for 40 increased from roughly $200 million to 50 percent of the total ex-vessel in 2002 to $700 million in 2012. Alaska Seafood to first value of Alaska salmon, and the majority of Alaska’s sockeye is caught Challenges facing the salmon industry place among the most in Bristol Bay. Sockeye harvests in include maintaining prices for high- Bristol Bay were down in 2012 and end species like Chinook, sockeye, popular food brands on 2013. However smaller harvests have and coho; and expanding markets been mostly offset by higher prices for pink and chum salmon. Currently, the marketing efforts of groups like is the influence of powerful non- U.S. restaurant menusthe biggest threat to Alaska salmon due to product development and ASMI. Maintaining higher prices will governmental organizations (NGO’s), also require marketing to convince such as the Marine Stewardship Methodology: Dataessentials Research consumers to continue to pay higher Council (MSC), who are working to prices. restrict market access unless Alaska analysis of results and pays them to certify its fisheries. challenges: Alaska residents benefit from the Several buyers have made claims increase in value of the salmon that they would not buy fish that The Alaska Seafood Brand ranks as the #2 harvest. More than 160 Alaska had not been certified by the MSC most commonly specified brand onu.S. communities were home to at least or another approved organization. one commercial salmon harvester in In each, case these buyers reversed menus of the top ten brands on US chain 2012. Alaska salmon creates full time their position after learning more restaurants behind Angus Beef and above and seasonal jobs for over 45,000 about Alaska’s fisheries and its own all other protein food brand products in- workers through direct and indirect Responsible Fisheries Management cluding cheese, poultry, eggs, pork etc . effects. ASMI and the rest of the (rFM) certification.regardless, it is a This research is done every two years. industry has done a tremendous job of disturbing trend. increasing prices over the past decade. Since 2002, the average ex-vessel Alaska Seafood Marketing Institute 2014 Annual Report 21


ASMI Annual Report_2014
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