The Shelby Report recently caught up with Amy Dukes, head of retail marketing for the Alaska Seafood Marketing Institute, to discuss Alaska’s seafood and how grocers can build sales in the category.
What key trends should grocers be aware of with Alaska seafood?
According to Alaska Seafood Marketing Institute’s Retail Consumer Research Report, 80 percent of shoppers prefer wild-caught seafood and more than 60 percent prefer wild Alaska salmon.
Plus, with 79 percent of consumers looking for affordable, convenient options, frozen seafood is a top choice.
How important is offering sustainably caught seafood?
Offering sustainably caught seafood is highly important as data shows it directly influences consumer purchase decisions.
ASMI’s research indicates that one in three consumers is more likely to buy seafood if there are more sustainable options available.
Furthermore, Alaska’s seafood is preferred by a large margin (about 83 percent) compared to seafood from other regions, highlighting the value consumers place on its sustainability reputation.
What advice would you offer to grocers looking to differentiate their seafood offerings and build a loyal customer base around Alaska seafood?
Independent grocers have a significant opportunity to stand out by emphasizing the unique attributes of Alaska’s seafood – its wild origin, unwavering commitment to sustainability and premium quality.
- Highlight the “wild” and “sustainable” story: Clearly communicate these attributes through in-store signage, storytelling and the trusted Alaska Seafood logo. Shoppers notice, and loyalty grows when these key differentiators are evident.
- Offer a diverse selection: Provide a broad range of wild Alaska seafood beyond just salmon, including options like cod, halibut, rockfish, sole and sablefish.
- Consider value-added options: Include marinated fillets and seafood cakes to drive additional interest and sales.
- Provide recipe inspiration: Offer simple recipe ideas to cater to the 66 percent of consumers who say cooking tips would encourage them to eat more seafood.
- Educate staff: Ensure seafood department staff members are well trained and can confidently speak about the unique qualities and sustainability of Alaska seafood. This builds trust and can convert first-time buyers into loyal customers.
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How does ASMI work to ensure the sustainability of Alaska’s seafood industry?
Sustainability is the core of Alaska’s fisheries management. All Alaska seafood is wild-caught under strict, science-based quotas that are legally mandated in the state constitution.
These practices are further validated through independent third-party certifications by Certified Seafood International and the Marine Stewardship Council.
What ways does ASMI help retailers promote Alaskan seafood?
ASMI offers a comprehensive suite of resources designed to empower retailers in their efforts to market and sell wild Alaska seafood effectively. This support includes [providing] valuable consumer data and insights, enabling retailers to understand market trends and consumer preferences.
Additionally, ASMI supplies delicious and easy-to-follow recipes, which retailers can share with their customers to inspire purchases and showcase the versatility of Alaska seafood.
For instance, our “Cook It Frozen!” resources are a great tool retailers can leverage to show consumers how easy it is to cook wild Alaska seafood straight from the freezer.
To further enhance sales, ASMI also provides effective retail merchandising tools, helping grocers create appealing and informative displays.
Recognizing the importance of knowledgeable staff, ASMI offers staff training programs aimed at enhancing product knowledge and improving selling skills within the seafood department.
How does ASMI assist retailers in communicating the unique story and sustainability of Alaska seafood to their customers?
Alaska seafood stands out for its wild origin and sustainability standards, with Alaska being the only U.S. state to include sustainability in its constitution.
Today’s consumers are more discerning than ever, seeking products they can trust. ASMI empowers retailers to build that trust with resources like the Alaska 101 brochure and the Seafood U course, which highlight Alaska’s unwavering commitment to wild, sustainable fishing practices.
Research shows that 82 percent of consumers are more likely to purchase seafood bearing the Alaska Seafood logo, according to ASMI’s recent Retail Consumer Research Report.
But Alaska’s wild seafood is more than a product – it’s a livelihood that sustains fishing families and communities across the state.
ASMI helps grocers bring this story to life by providing marketing materials that highlight the real people behind the catch and Alaska’s unwavering commitment to sustainability.
Through in-store signage, digital assets and storytelling tools, ASMI equips retailers to showcase provenance in an authentic and compelling way.
By spotlighting the wild, sustainable origins of Alaska seafood – and the generations of families it supports – retailers can meet the growing demand for authentic, environmentally responsible foods and strengthen loyalty among today’s values-driven shoppers.