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ASMI Annual Report_2014

raising the value of the alaska seafood harvest ASMI is accomplishing its mission of increasing the economic value of Alaska seafood resources, providing economic benefit to state and local governments and to private sector businesses. The following measures are used by ASMI to report on its performance to the State of Alaska. alaska seafood Brand equity 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 9 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. The economic downturn has resulted in reduced spending in US restaurants. Sixty percent of seafood consumption occurs away from home, people are eating out less, spending less when they do and ordering less expensive proteins; this has created a particular challenge for Alaska Seafood. 28


ASMI Annual Report_2014
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