Boosting Sales of Alaska Seafood: Insights from Amy Dukes

The Shelby Report recently caught up with Amy Dukes, head of retail marketing for the Alaska Seafood Marketing Institute, to discuss the unique attributes of Alaska’s seafood and how grocers can enhance their sales in this category.

Key Trends in Alaska Seafood

According to the Alaska Seafood Marketing Institute’s Retail Consumer Research Report, a staggering 80% of shoppers express a preference for wild-caught seafood, with over 60% favoring wild Alaska salmon. Additionally, frozen seafood has emerged as a favored option for 79% of consumers seeking affordability and convenience.

The Importance of Offering Sustainably Caught Seafood

Offering sustainably caught seafood is crucial, as it significantly impacts consumer purchasing decisions. Research from ASMI indicates that one in three consumers is more inclined to buy seafood when sustainable options are available. Moreover, Alaska seafood is predominantly preferred (about 83%) over seafood from other regions, underscoring its strong sustainability reputation.

Advice for Grocers to Differentiate Their Offerings

Independent grocers hold a unique opportunity to highlight the exceptional qualities of Alaska’s seafood. Here are some strategies to build a loyal customer base:

• Highlight the Wild and Sustainable Story: Use in-store signage, compelling storytelling, and the Alaska Seafood logo to clearly communicate the unique attributes of Alaska seafood.
• Offer a Diverse Selection: Go beyond salmon and include a variety of options such as cod, halibut, rockfish, sole, and sablefish.
• Consider Value-Added Options: Introduce marinated fillets and seafood cakes to cater to consumer interests.
• Provide Recipe Inspiration: Share simple recipe ideas to engage the 66% of consumers who are more likely to consume seafood when presented with cooking tips.
• Educate Staff: Train seafood department staff to communicate the unique qualities and sustainability of Alaska seafood effectively.

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Ensuring the Sustainability of Alaska’s Seafood Industry

Sustainability serves as the backbone of Alaska’s fisheries management. All seafood from Alaska is wild-caught under stringent, science-based quotas mandated by the state constitution. These practices are validated through independent certifications by Certified Seafood International and the Marine Stewardship Council.

ASMI’s Support for Retailers

ASMI provides a wealth of resources to assist retailers in effectively marketing and selling wild Alaska seafood. This includes access to valuable consumer data, insights that reveal market trends and preferences, delicious and easy-to-follow recipes, and effective merchandising tools for creating eye-catching displays.

For example, the “Cook It Frozen!” resources simplify cooking wild Alaska seafood straight from the freezer, making it accessible for busy consumers. Moreover, ASMI offers training programs to enhance staff product knowledge and selling skills.

Communicating Alaska Seafood’s Unique Story

Alaska seafood is distinguished by its wild origins and commitment to sustainability. As the only U.S. state including sustainability in its constitution, Alaska seafood possesses a unique trust factor among consumers. ASMI equips retailers with resources like the Alaska 101 brochure and the Seafood U course that underscore Alaska’s dedication to sustainable fishing practices.

Research indicates that 82% of consumers are more likely to purchase seafood with the Alaska Seafood logo. Alaska’s wild seafood is not just a product; it sustains fishing families and communities across the state. Through marketing materials that highlight the real people behind the catch, ASMI helps grocers convey this compelling story effectively.

By showcasing the wild, sustainable origins of Alaska seafood and its community impact, retailers can meet the demand for authentic, environmentally responsible foods, fostering loyalty among today’s values-driven shoppers.