1 / 13

ASMI 101

ASMI 101. Overview of Alaska Seafood Marketing Institute and its programs. ALASKA SEAFOOD MARKETING INSTITUTE Public-Private Partnership. ASMI is a marketing organization with the mission of INCREASING THE ECONOMIC VALUE of the Alaska seafood resource through:

kory
Download Presentation

ASMI 101

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ASMI 101 Overview of Alaska Seafood Marketing Institute and its programs

  2. ALASKA SEAFOOD MARKETING INSTITUTE Public-Private Partnership • ASMI is a marketing organization with the mission of INCREASING THE ECONOMIC VALUE of the Alaska seafood resource through: • Increasing the positive awareness of the Alaska Seafood brand; • Collaborative marketing programs that align ASMI and industry marketing efforts for maximum impact within the food industry; • Championing the sustainability of Alaska’s seafood harvests and Alaska’s robust and transparent fisheries management; • Proactive marketing planning to address short and long-term goals while remaining flexible and responsive to a changing environment and economy; • Quality assurance, technical industry analysis, education, advocacy and research; • Prudent, efficient fiscal management. Alaska Seafood Marketing Institute (ASMI) A public-private partnership between the State of Alaska and the Alaska seafood industry established to foster economic development of a renewable natural resource.

  3. Operational and Species Committees Board appointed industry members CAPExperts from foodservice, wholesale & retail industries Board of Directors ASMI Executive Director ASMI PROGRAMS Domestic SeafoodTechnical Global Food Aid International Sustainability Communications Quality Safety Nutrition Research and Reports SNP/US Food Aid School Lunch Program Global Aid Five Pillars of Sustainability Gold Standard for Fisheries Mgmt RFM Certification Program Consumer PR Industry Outreach Media Relations Foodservice/Retail Domestic Promotions and Partnerships National Campaigns 9 regional programs 41 countries Regional Campaigns Trade Shows and Missions

  4. Export Markets 60% of Alaska Seafood is exported 60% value of Alaska Seafood from exports

  5. INTERNATIONAL PROGRAMGlobal Marketing Efforts • ASMI Global Promotions • 9 Regional Programs in 41 Countries: • Japan • China • South America • Northern Europe • Central Europe • Southern Europe • Western Europe • Eastern Europe • South East Asia • Program Activities • Consumer • PR and Promotion • Trade • Outreach, In-bound & Out-bound missions, shows, expos, retail merchandising • Foodservice • Outreach and PR, in-bound chef missions, chef trainings, HRI trade shows, menu promotions

  6. Domestic Marketing: Retail Increase consumer consumption of Alaska seafood: • Partner with major retailers • Retail employee training materials • Marketing/POS materials • Industry trade publications • Recipe development

  7. Domestic Marketing: Foodservice Increase brand awareness and Alaska seafood consumption in partnership with: • Foodservice operators • Foodservice distributors • Colleges and Universities

  8. Seafood Technical Program • Connect and support industry and ASMI programs in all aspects of: • Seafood Quality • Safety • Traceability • Utilization • Nutrition • Scientific Innovation QUALITY SAFETY NUTRITION SCIENCE

  9. Sustainability & Responsible Fisheries Management Certification Provide resources & support to all ASMI Programs on our Five pillars of Sustainability AK RFM Program was the 1st to be GSSI Recognized, July 2016

  10. Global Food Aid Program EXPANDING PRODUCTS • Started with Wild Alaska Canned Salmon • FrozenWildAlaskaWholeGrainBreaded PollockFishSticks • Frozen WildAlaskaFrozenPollockPortions • Wild Alaska KosherCannedPinkSalmon • WildAlaskaFrozenSockeye/CohoSalmonFillets • WildAlaska HerringFillets • Wild Alaska Canned Herring • Wild Alaska Salmon Fillet Portions • Canned Wild Alaska Pink and Keta Salmon • Wild Alaska Pollock Blocks • Positioning Alaska Seafood as a sought-after protein among Food Aid Programs Globally and Domestically • Expanding future consumer base

  11. Communications Program • Support ASMI Programs • Photos, video collections, collateral development • Serve as ASMI’s spokesperson • Increase Awareness Among Key Audiences • New Media tours, newsletters, AK Legislative visits • Public Relations • Social media, press outreach

  12. Economics of Alaska Seafood

  13. What is the CustomerAdvisory Panel (CAP)? • Mission • To provide feedback on effectiveness of ASMI marketing activities and suggestions for how ASMI can react to changes and best position Alaska Seafood in the market • Consists of global membersfrom • Foodservice • Wholesale • RetailGrocery • Advises the ASMI Boardon • Marketchallenges • Changes in marketforces

More Related