Retailers across the U.S. are gearing up to bring fresh Bristol Bay Sockeye Salmon to customers this summer. The company’s marketing program has set up promotions in 10 retail chains.
The lineup of stores – all repeat partners – promoting fresh Bristol Bay Sockeye Salmon is a testament to shoppers’ anticipation of the flavor of this fresh, wild Alaska sockeye salmon each year. 
Texas retailer H-E-B is promoting fresh Bristol Bay Sockeye Salmon in its stores across Texas.
Heinen’s in Cleveland and Midwest retailer Hy-Vee will feature the fresh salmon in their stores.
Colorado-based King Soopers/City Market has been promoting Bristol Bay Sockeye Salmon weekly since October 2020 and will continue straight into the fresh season.
Portland, Oregon-based New Seasons Market is highlighting the salmon in its stores in the Pacific Northwest.
Raley’s, a family-owned chain in Northern California known for healthy offerings, promotes the brand year-round, focusing on the fresh season.
Rosauers Supermarkets Inc., a chain based in eastern Washington state, is featuring whole Bristol Bay Sockeye Salmon, fillets and portions, including steak-cut.
Seattle-area Quality Food Centers is executing a fresh promotion in the second half of July.
In the Northeast, retailer Wegmans again will be celebrating fresh Bristol Bay Sockeye Salmon in its stores in July and August.
Nationwide, Whole Foods Market will be sharing the story of Bristol Bay Sockeye Salmon online and with its customers during July.
Bristol Bay Sockeye Salmon launched a new “Fast. Wild. Easy” retail campaign just in time for the fresh season, featuring recipes that are a snap to prepare and even easier to love. These four new quick and satisfying recipes, like Potato Chip Crusted Salmon and Sockeye Salmon Fried Rice, are the home cook’s secret weapon.
The campaign features a poster, recipe booklet and case cling, all with a QR code that leads customers to a webpage featuring the recipes, salmon cooking guide, Bristol Bay fishermen profiles and nutritional highlights about wild sockeye.
Consumers’ interest in eating seafood has increased during the pandemic, according to recent research.
“Half of consumers are choosing seafood more often than last year, and more than one in four general consumers purchased seafood for the first time during the pandemic,” said Lilani Dunn, BBRSDA marketing manager who oversees the retail program. “Over one-third of shoppers were cooking more seafood at home during the pandemic, with most planning to continue. Bristol Bay Sockeye Salmon is capturing this momentum as an opportunity to show home cooks how foolproof, healthy and delicious it is, and to feel comfortable making Bristol Bay Sockeye Salmon a part of their standard meal rotation going forward.”
The Alaska Department of Fish and Game expects more than 50 million sockeye will return to Bristol Bay this year, which would allow for a potential total harvest of more than 37 million sockeye salmon. A harvest of this size would be 13 percent greater than the most recent 10-year average harvest of 32 million fish in Bristol Bay.
To learn more about the Bristol Bay Sockeye Salmon marketing program, visit marketing.bristolbaysockeye.org. The program is funded by the Bristol Bay Regional Seafood Development Association.
The BBRSDA is a fishermen-funded group with the mission to increase the value of the Bristol Bay fishery through education, quality outreach, and marketing.
