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ASMI Annual Report_2014

asMi PrograMs and how they work Promotional efforts in theu.S. market and key international markets succeeded in increasing the value of fresh, frozen, and shelf stable (canned and pouched) Alaska Seafood. The agency conducted innovative promotional activities with grocery retailers, foodservice distributors, restaurant chains, foodservice operators, universities, and culinary schools to strengthen Alaska brand seafood. Quality assurance education and training, and technical support are among the resources provided for the seafood industry and promotional partners. Through communications, public relations and advertising activities millions of people around the world are exposed to positive messages about Alaska Seafood. u.s. retail Marketing handle, menu and promote wild Alaska seafood products. Through The domestic retail marketing program an extensive chef network and programs with professional schools, works to align with Alaska seafood such as the Culinary Institute of America at Greystone, ASMI offers suppliers and retailers to support their expertise – as well as a wide range of promotional and educational sales and marketing programs. Over the materials – to help operators capitalize on the latest seafood and years, the retail program has worked dining trends. with every major supermarket chain in the country. Working with chefs, home international Marketing economists, quality experts and key food industry influencers, ASMI The focus of the international promotional effort capitalizes on the latest seafood consumption and preparation is on key markets: Japan, the European Union trends. Resources for retailers include a wealth of literature and China. The main activities are retail and and sales aids and interactive web-based foodservice promotions, technical seminars, chef training for retail seafood counter personnel. and retail Alaska Seafood training, Alaska tours for Consumers have direct access to recipe members of the overseas trade and press, trade collections and preparation videos through shows, outbound trade missions, advertising and the internet. public relations. The program is active in mature markets including Western Europe as well as u.s. foodservice conducting explorations in the emerging markets Marketing ASMI opened a contract office in Brazil. ASMI isof Ukraine, Eastern Europe, and Russia. This year, The domestic foodservice marketing program meeting with success in efforts to increase the is designed to help foodservice operators, value of fresh, frozen, and shelf stable (canned and pouched) Alaska both commercial and non-commercial, Seafood in key international markets. 26


ASMI Annual Report_2014
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