ASMI Foodservice Program Update October 21, 2015

Overview Program Goals CAP Recommendations What's Trending Highlights from FY15 FY16 Initiatives

Program Goals ASMI’s foodservice team’s overall objective: Build relationships with away from home (foodservice) decision makers that impact demand and build visibility for the Alaska seafood brand. Our efforts are focused on foodservice channels where we can be most effective: Restaurant Chains – QSR, fast casual, casual College & university and K-12 Distributors (broadline and specialty) Influencers – Fine dining, chefs, culinary schools, media etc.

Building Partnerships in Foodservice Look of the leader: “Go-to” seafood resource for foodservice operators and distributors. Goal: Maintain the highest- value perception in the seafood category. Ultimately get Alaska and our logo on the menu!

CAP Recommendations Preserve the Alaska brand in the marketplace. Emphasize the quality of single-frozen pollock and expand customer base. No one knows what bairdi crab is. Tell the story of community impacts (i.e. jobs). Product of the U.S. Identify core followers and follow them. In North America, get the Alaska seafood brand on menus. “Wild & Natural” should be emphasized.

What’s Trending 2016 Food & flavor trends: “Veg-centric” and functional foods – driven by health Bold flavors and global cuisines Locally sourced Non-traditional fish – “trash fish” Sustainable seafood will continue to grow in importance Generational influences – Gen Y and now Z. Consumers are changing when and how they eat out. All-day dining and customized menus Growth in fast casual concepts that include seafood. Connecting thru technology and social media.

The New Kids on the Block

Leveraging Opportunities for Alaska Seafood Provide operators and distributers with solutions that are on-trend and relevant to their customers. Power of the Alaska brand and all its attributes – wild, sustainable, community, taste, etc. The power of consumer research – evidence based. Customized partnership programs. On the distributor side, category management has provided greater reach and market penetration for the Alaska seafood brand.

FY15 Operator Promotional Partners

Seasons 52

Seasons 52

Red Lobster

Krystal Restaurants & AM/PM

Shari’s Restaurants

Operator Results 33 restaurant chain promotions in 11,228 units across the U.S. and Canada 7 promotions with C & U foodservice 97% of our promotional partners saw positive results and increased sales Promotions helped almost all chains introduce new Alaska seafood menu items On average, for every dollar ASMI spends toward a promotion the partnering chain spends $11.79

FY15 Distributor Promotional Partners Sysco US Foods Foodservices of America Gordon Foodservice Reinhart Foodservice Samuels & Son Seafood Company Del Monte Meat Company Martin Brothers Distributing Cash-Wa Distributing

Sysco Corporate – Lenten Promotion

Sysco Corporate – Lenten Promotion

Gordon Foodservice - Canned Pink Salmon

Distributor Results 14 foodservice distributor promotions including 6 corporate. Reach: Over 1 million foodservice customers across the U.S. and Canada. Over 4.4 million pounds of Alaska seafood items were sold during the promotional periods. Average cost per pound to promote: $ .11cents

Culinary Initiatives Swap Meat Alaska Seafood & Cocktail Pairings Trend–Health/less meat National Recipe Contest Consumer Advertising Alaska Seafood & Cocktail Pairings Trend – Craft cocktails/small plates Recipes developed by Kathy Casey

Swap Meat Recipe Contest Winners Alaska Salmon Osso Bucco

Samuels & Son Seafood Distributing

Trade Education & Training ASMI builds relationships and new promotional partners. Includes product demos, seminars and trade education. Global Culinary Innovators Assoc. (GCIA) Seattle: Side-by-Side Crab Tasting – Bering Sea Crabbers Salmon species overview and tasting – Chef Christine Keff Surimi manufacturing tour hosted by GAPP Disney Corporate Trainings – Anaheim and Orlando Website partnerships: CIA ProChef GCIA International Corporate Chefs Association (ICCA)

Alaska Crab Tasting - GCIA

Kids & Colleges Sodexo K-12 national promotional program: GAPP partnership ASMI produced training materials: 3 videos, managers guide and merchandising materials National training held last spring USDA Commodity Sales – Up 14% this year (half can be attributed to Sodexo). CIA Healthy Kids Collaborative K-12 Supplement in Foodservice Director Continue our efforts at the C & U level

USDA Commodity Program Purchases Source: USDA-AMS

Foodservice Director K-12 Supplement

Foodservice Trade Advertising Taste continues to be the primary motivator for eating seafood. Message: Focus on the food and the incredible taste. Position Alaska seafood as a craveable menu item. Target Audience: Foodservice trade/ ASMI’s target segments. Results: Print Impressions: 1,239,705 Digital Impressions: 1,096,702 Creative scored well in readership studies: Plate magazine: Ranked #1 fro “Believability” Flavor & The Menu: Ranked #1 for “Highest Attention-Getting”.

Print Ads – It’s All About the Food

Public Relations Target audience: Foodservice trade. Focus on trends and how operators are incorporating Alaska seafood. Created an operator data base to drive leads. Results: In 9 months, secured 48 placements Over 3.5 million impressions

Chef Magazine

Catersource Magazine

FY 2016 Initiatives Expand Swap Meat New consumer research K-12 partnerships with GAPP – Healthy Kids Collaborative New POS – crab & salmon Recipe development: Asian Pollock recipe brochure (completed) Populate “Creator Select” in collaboration with the retail program. Expand social media partnerships. Foodable WebTV Network Enhance our Chef Alliance membership and educational efforts

Thank You!