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Market Update

Market Update. GDP Growth: 2015 (est.): -2.4 I nflation on the rise: 9.2% forecasted for 2015 (2016 – 5.5%) Base interest rate: 13.75% (Selic) Unemployment : 8.5% Strong dollar and recent exchange rate volatility affecting imports BR$3.80 : USD$1.0 (– 63% in 1 year) Seafood Imports

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Market Update

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  1. Market Update • GDP Growth: • 2015 (est.): -2.4 • Inflation on the rise: • 9.2% forecasted for 2015 (2016 – 5.5%) • Base interest rate: 13.75% (Selic) • Unemployment: 8.5% • Strong dollar and recent exchange rate volatility affecting imports • BR$3.80: USD$1.0 (– 63% in 1 year) • SeafoodImports • YTD: $862 million (233 MT) • Forecast 2015: $1.1 billion; 318 MT; -17% valueand -15% volume • U.S. YTD: $3.7 million; 1,496 tons; -37% value; -27% volume. • Market Share: 0.43% (value) and 0.62% (volume); • Potential recovery in the 4Q/2015 and 1Q/2016 ahead of Easter and Holy Week – Currency volatility reduction

  2. Market Update • MinistryofAgriculture: Acceptedchangesonfish common names: • Wild Salmon: AK fivespeciesdifferentiatedof general salmon category • Black Cod: Gindara • MinistryofFisheriesincorporatedbyMinistryofAgriculture • Increasing consumption of seafood: 25% growth from 2012 to 2014 - 14.5 kg per head. • ABIPESCA: NationalSeafoodProcessingAssociationcreation • Increase duties on imported consumer ready products – stimulate the industry, job creation

  3. FY16 Strategy • Increase emphasis on the “wild and Sustainability ” message • Cook It Frozen! as a time/cost saving solution • Focus will be on trade education and trade relations • Work with top retailers in major cities as well as selected restaurants • Build partnerships with key importers and processors • Place emphasis on Cod and Pollock, but build the Alaska brand with all species available • Monitor import regulations and technical issues • Assist Alaska companies with DIPOA registration, distribute market information and provide opportunities for market access • Build awareness of Alaska and Alaska brand • Continue to gather market intelligence and measure ASMI’s impact on this market for Alaska seafood

  4. FY 16 Strategy • Continuing strong emphasis to make more AK products available in the market • In-storepromotions • Culinary and nutrition in schools presentations • Events, chef demonstrations, trainings and workshops • Special campaigns/approach for APO - hotsite • Partner with other U.S. Origin products (pairing) • Advertisingand social media • Foodtrucks • Workwithlarge hotel chains

  5. Activity Highlights • Retail merchandinsing campaigns organized in 6 states, 12 retail chains; 137 outlets, + 1,200 store-days. • 2015 Japan & Asian Foodservice Show: 360+ leads generated; participation of 3 Brazilian importers with ASMI; participation in cooking demonstrations, 4 Alaska seafood cooking classes held • AK culinaryretreat in July: 2 participants

  6. Activity Highlights • Public relation efforts that generated more than $ 210K in free press • Tastingandpresscoverage in 7 well-knownrestaurantsand in 3 foodserviceeventsin São Paulo • Social Media: +590k likesonFacebook

  7. Interactivevideopostedon ASMI BrazilpageonFacebook • 18k likes, 10k comments, 39k shares, over 2.6 millionviews

  8. Upcoming: Shows & Events • Gastronomy and Hospitality Trade Show: Nov 16-18, 2015 • APAS: May 2-5, 2016 • Asia & Japan Food Show: October 2 – 4, 2016 • 3rd ASMI BrazilAnnualEvent: 120 guests • Buyers Mission to AK in Feb-Mar 2016: 5 importers – Dutch Harbor

  9. Upcoming Activities • Pollock promotion • Emphasison 1x, no chemicals, US/Alaska product • Hotsite for APO • Viral videosabout APO • Educationalactivities: Culinary and nutrition in schools presentations, Seminars, Trainings, Demonstration, Ambassador chef

  10. Upcoming Activities • Retail Merchandising Campaigns • Christmas 2015 andEaster 2016 • At least 8 Brazilianstates • 5 retailchains & expand • Foodservice: • Developmentandretentionofpartners • Increse # ofrestaurantsusing Alaska seafoodand # ofrestaurantsidentifying Alaska seafoodorigin

  11. Thank you! Jose Madeira Brazil jmadeira@alaskaseafood.org

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