RETAILER NETS FISH LOVERS WITH LOTS OF SALMON 2004-11-15 (2)

MATTHEW ENIS

SCHENECTADY, N.Y. -- Highlighting the versatility, ease of preparation, and health benefits of fish, Price Chopper Supermarkets here hosted Salmon Fest, a two-week promotion featuring 35 different types of salmon.

The company's weekly ad featured specials like buy-three, get-one-free premarinated filets and buy-one, get-one-free frozen portions. In addition, the ad highlighted a variety of easy-to-prepare items, such as stuffed salmon filets, salmon burgers and lobster-stuffed salmon pinwheels. Customers also could choose from a selection of both farm-raised and Pacific wild-caught steaks and filets.

"While we've run Alaskan salmon promotions in the past, this is the first major full category salmon promotion that customers have seen," explained Mona Golub, director of public relations and consumer services for the 105-store chain.

The company's multi-pronged approach to promoting salmon has paid off. Sales within the category have increased "significantly" as a result of the promotional efforts that focus on the many benefits salmon offers, Golub said.

The wide assortment of cook-and-serve entrees make customers more comfortable with preparing seafood at home, and seem to be particularly appealing to consumers, she added.

"Our customers know they can have a salmon pinwheel stuffed with gourmet crab stuffing, retain all of the health benefits of salmon, and have a great-tasting meal without going to much trouble at all," she said. "Customers are looking for convenient, ready-to-heat-and-eat or ready-to-cook entrees."

Through its broader "Be Seafood Smart!" campaign, Price Chopper for four years has worked to educate its customers about the health benefits of seafood, while explaining easy ways to prepare different fish. Simple recipes from the Food Network's Rachael Ray are available online at www.pricechopper.com and in the company's weekly ads.

Golub said Salmon Fest was a popular promotion in the past, but this year, the company took it up a notch. To generate more in-store excitement, associates put up stanchion signs, balloons and static-cling signs.

The company was also quick to highlight the U.S. Food and Drug Administration's recent qualified health claim for salmon using a heart logo emblazoned with "Omega 3." FDA in September agreed to allow salmon to be marketed as a food that may reduce the risk of coronary heart disease.

"We certainly stay on top of news coming out of the FDA," Golub said. "We want customers to also understand the recommendations of the [U.S. Department of Agriculture] and the American Heart Association that they have at least two servings of fish high in omega-3s each week.

"The stanchion signs also offer customers cards with specific information from the leading health organizations in our country so they can understand what these claims mean to them, in layman's terms," she continued. "Our customers understand that when we say something is 'Seafood Smart,' it's been backed up by specific agencies that customers can trust."

As a service, the stores also offer information on the environmental issues surrounding different varieties of salmon, Golub said.