Alaska seafood marketing institute
1 / 18

Alaska Seafood Marketing Institute - PowerPoint PPT Presentation

  • Updated On :

Alaska Seafood Marketing Institute Southeast Conference September 20, 2004 Alaska Legislature Changes ASMI After a two-year process involving the seafood industry Alaska State Legislature enacted law to streamline ASMI and make it more effective HIGHLIGHTS New board has 7 members:

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about 'Alaska Seafood Marketing Institute' - Ava

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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Alaska seafood marketing institute l.jpg

Alaska Seafood Marketing Institute

Southeast Conference

September 20, 2004

Alaska legislature changes asmi l.jpg
Alaska Legislature Changes ASMI

  • After a two-year process involving the seafood industry Alaska State Legislature enacted law to streamline ASMI and make it more effective


  • New board has 7 members:

    2 harvesters, 5 processors (4 large, 1 small)

  • Industry referendum on ASMI

  • Election to retain assessment, increase assessment

Slide3 l.jpg

Assessment election impact l.jpg
Assessment Election Impact following two questions:

  • If increase to 0.5% processor-paid seafood marketing assessment is approved:

    • increased levy (0.5%) on all species takes effect January 1, 2005

    • 1% salmon marketing tax paid by fisherman ends Dec. 31, 2004

  • If assessment is approved at existing level of 0.3%, and not increased:

    • two fishermen added to Board

    • 1% salmon marketing tax paid by fishermen continues (must be reinstated every five years)

  • If assessment of 0.3% not approved it ends on Dec. 31, 2004

How the vote works l.jpg
How the Vote Works following two questions:

  • Weighted vote -- based on value of seafood processed

  • Requires approval by processors who produce at least 51% of seafood products produced in Alaska in order to pass

  • Two votes required:

    • Continue ASMI assessment (0.3%)

    • Increase assessment to 0.5%

New asmi board of directors l.jpg
New ASMI Board of Directors following two questions:

  • Chair: Mark Palmer, Ocean Beauty, large processor

  • Vice-Chair: Bruce Wallace, Fisherman, Southeast Alaska

  • Kevin Adams, Fisherman, Bristol Bay

  • Joe Bundrant, Trident, large processor

  • Barry Collier, Peter Pan, large processor

  • Duncan Fields, Kodiak Salmon Packers, small processor

  • Don Giles, Icicle, large processor

New direction l.jpg
New Direction following two questions:

“ At the new ASMI we expect there will be some re-balancing in our efforts to promote all Alaska Seafood. We still consider salmon very important to our industry but also recognize that our former heavy focus on salmon did not serve the overall industry as well as it could.”

Quote from ASMI Board’s letter to fellow processors

Board changes so far l.jpg
Board Changes So Far following two questions:

  • Directed the staff to build a multi-year, all-species seafood marketing campaign to utilize $6.5M available from the Governor and the Alaska Fisheries Marketing Board.

  • Office move from Bellevue to Fishermen’s Terminal.

  • Restructured Advisory Committees, new members appointed.

Slide10 l.jpg

Restructuring ASMI Advisory Committees following two questions:

  • Established new criteria for committee membership

  • New committee assignments on 25 August 2004. Will effectively utilize and task committees to guide ASMI marketing and quality programs.

  • Whitefish Committee to focus on Pollock and Cod; created new Halibut-Sablefish Committee

  • Combined the Salmon Marketing Committee and the Canned Salmon Committee to improve efficiency

  • Committee membership capped at nine members. Board member assigned to each committee to facilitate communication

Marketing alaska seafood l.jpg
Marketing Alaska Seafood following two questions:

  • All Alaska Seafood is represented in ASMI

    • training sessions

    • promotional materials

    • trade show exhibitions

    • menu and marketing guides

    • Buyer’s Guides

    • nutritional information media kits

    • literature and sales aids, chef recipes, and consumer recipe releases to newspapers reaching millions of people

Foodservice activities l.jpg
Foodservice Activities following two questions:

  • ASMI works with the largest broadline foodservice distributors in the U.S., such as Sysco.

  • ASMI educates prominent chefs in usage of Alaska seafood, resulting in the product being put on the menu by major restaurant and hotel chains.

  • ASMI does promotions with restaurant and hotel chains throughout the year, boosting sales.

Retail activities l.jpg
Retail Activities following two questions:

  • ASMI has access to corporate offices of the country’s top supermarket chains. The Lent 2004 promotion of Alaska Seafood (prepared wrapped with Reynolds foil) ran in 8,000+ grocery stores.

  • “Cook It Frozen” initiative takes advantage of growth in private label frozen sector, as stores start carrying their own lines of frozen, boneless, skinless portions that can go from freezer to stove or oven.

International program differentiates alaska seafood l.jpg
International Program Differentiates Alaska Seafood following two questions:

ASMI incorporates the following elements into our messages to differentiate Alaska Seafood:

  • Purity

  • Naturalness (The “Wild” Factor)

  • Health

  • Wholesomeness

  • Safety

  • Superior Taste

  • Sustainability

International activities l.jpg
International Activities following two questions:

  • Overseas Marketing Representatives in Japan, China, EU

  • In Asia 1,659 stores participated in ASMI promotions selling 20.5 million pounds of Alaska seafood as a result of ASMI promotions.

  • ASMI’s Alaska pavilion at the European Seafood Exposition last year generated $70 million in sales for Alaska seafood producers.

Technical program l.jpg

Technical Program following two questions:

Provides technical support to marketing programs as well as to Alaska industry on a variety of topics:

Food safety, nutrition

Seafood quality assurance for all links in the supply chain

Environmental issues, e.g. contaminants, fisheries management, sustainability

Labeling, health claims

National and international food safety regulations

Summary l.jpg
Summary following two questions:

  • New Board, New Direction

  • More Balance, Better Focus

  • Need your Support to Move Forward

  • Committees Reflect Industry Contribution

Questions l.jpg
QUESTIONS? following two questions:

  • Ray Riutta, ASMI Executive Director

  • Laura Fleming, ASMI Public Relations Director 800-478-2903, [email protected]

  • Questions regarding ballot:

    Tom Godkin, Division of Elections

    Phone: 907-465-4611

    Email: [email protected]