Alaska Seafood Marketing Institute

The Alaska Seafood Marketing Institute helps retailers understand the products that come from Alaska, providing them the education and training needed to better market Alaska seafood.

Larry Andrews has a lot to talk about. As the retail marketing director of the Alaska Seafood Marketing Institute (ASMI), Andrews is charged with getting the word out on dozens of products and species of seafood from Alaska.

On one hand, it is not an easy job. The number of products is overwhelming. Alaska’s 34,000 miles of coastline accounts for about 54% of all wild harvested seafood in the U.S., including about 90% of the wild salmon harvested in the country. Besides the five different species of salmon, Alaska is also well known for its different varieties of whitefish (halibut, black cod, pollock, cod, sole/flounder and rockfish), crabs, scallops, oysters and mussels.

An organization representing the whole state was definitely needed to get retailers, and even consumers, to focus on what is available and when is the best time to purchase the various products. Thus, ASMI.

“This is an organization that is equally funded by the state of Alaska and the fishing industry,” Andrews says. “It was created by the industry about 34 years ago because they felt they needed an organization that focused on the various species and seafood products from Alaska and to create new opportunities in the marketplace.”

Based in Juneau, with Andrews and the marketing division located in Seattle, ASMI represents hundreds of companies, from the major processors like Trident Seafood, Peter Pan Seafood and Ocean Beauty, to the smallest firms in the state. “As an organization we are here for them all,” he says. “We do not talk about pricing or sourcing from a company or distributor.

“What we do is serve as a resource for retailers and food service operators as well as colleges and universities,” he adds. “We help them understand the products that come from Alaska and provide them the education and training to help them better market Alaska seafood to their customers.”

Andrews, who has been with ASMI for 13 years, is fast to unveil a number of different sales tools. Give him a moment and he will quickly pull out a pile of publications created by his office. Want buyer guides on salmon and whitefish? Andrews and ASMI have it. Want marketing information on selling fresh seafood? Got it. How about point-of-sale materials, training support and information on nutritional support? Got it, got it, got it.

“There is a tremendous opportunity for retailers to build more sales and profits from our frozen seafood products,” Andrews says. “There is less shrink here and in many ways it can be a more convenient product for consumers.”

Information and support is also available through the Alaska Seafood U., an interactive web-based training program that provides facts and tips on seafood species, plus fisheries management, harvesting methods, health and nutrition. The Alaska Seafood U. is available at www.alaskaseafoodu.org.

The bottom line, Andrews says, is that nearly 70% of consumers get their information on seafood from the person at the seafood counter, adding that it is ASMI’s responsibility to get that information into retailer hands.

“Our goal is to help retailers as they market and merchandise Alaska seafood products,” says Andrews. “We realize that our job is to provide as much information as possible, from the back-of-the-house to the front-facings for retailers. We offer recipes and even create promotional opportunities with other products to spur additional sales.

“All of this is done at no charge to retailers. We see this as part of the partnership we have with our retailer partners. It is all part of our goal, which is simply better information and increased sales.”

Seafood sales are smokin’

Of course, seafood is a pretty hot category right now. Industry statistics show strong growth for the overall category, with some species posting solid double-digit growth rates. Still, Andrews notes that retailers need to do their part, and some grocery chains are getting more aggressive with promotional efforts to keep the category moving in the right direction.

He says that Des Moines, Iowa-based Hy-Vee “did a great job promoting Alaska crab” in a region of the country where many consumers may not have known much about the product. Publix, in the southeast, offers various salmon varieties at different price points to satisfy the needs of different consumer groups and their budgetary concerns. Kroger and Giant Eagle have also done great jobs with marketing ASMI products, he adds. 

Andrews says the future holds some opportunities and challenges. The Alaska seafood industry is continually developing a host of products so new are items being introduced, including burgers made from whitefish and more items with different and unique flavors. “There will be more items coming out that will help those consumers who feel challenged when it comes to preparing seafood or are simply too busy,” he says. “We want to make it simple for them. Our job is to make retailers and shoppers aware of a diet rich in seafood and the various ways that they can be successful.”

On the flip side, Andrews says that higher price points could present a challenge to the category. Still, he says that there are so many species and varieties available on the market that consumers can find a product that fits their budget.

So what is the bottom line?

“I am fortunate to work in a great industry and for a great organization,” he notes. “Retailers need to take advantage of ASMI to help them with the education of staff and customers as it pertains to Alaska products in all forms, whether fresh, smoked, frozen or canned. There is a lot available to them to help. Our job is to get the word out to retailers and consumers.”