Alaska Seafood Marketing Institute All Hands Meeting October 25, 2016 Domestic Marketing • Retail

ASMI’S RETAIL PROGRAM Retail Goals FY2016 Wrap Up FY2017 Initiatives and Activities

RETAIL PROGRAM GOALS Develop partnerships and promotions with retailers in order to identify Alaska seafood products at the point-of-purchase. Expand usage and branding of wild Alaska seafood with target retail accounts.

Fy2016 WRAp Up: Additional COOK IT FROZEN! demos: Added a second wave of demos in May with 3 Kroger divisions: Texas, Atlanta and Mid-Atlantic Co-op with The Wine Group for a total of 117 demos Frozen Alaska salmon and cod featured A second round of demos featuring frozen Alaska cod at Earth Fare in June Refreshed Alaska cod was demoed at 154 The Fresh Market stores in June

Fy2016 WRAp Up: 3700 frozen Sockeye salmon demos at Publix in June 925 demos for 4 days @ 6 hours/day Product and recipe included in Publix ad flyer (9 million printed) Recipe posted online and in Publix social channels Facebook: 1,000+ likes Pinterest: 12,670 pins and 1,657 likes

Lent/Post-lent cook it frozen! demo summary: 5,375 demos in 16 retail chains across the U.S., February through June 2016 $35.89 average cost per demo 28% average price reduction 40.1% average total lift for all stores

National co-op with smwe In June, we fielded ASMI’s 4th annual co-op promotion with Ste. Michelle Wine Estates Top 10 retailers: Publix WalMart Kroger + Harris-Teeter Woodman’s/Certco Winn-Dixie Target Albertsons/Safeway Roundy’s The Fresh Market Hy-Vee Total participation to date: 25 retailers, representing 19,343 stores

Execution @ publix Frozen salmon demos in June led straight into the national co-op promotion with SMWE and Publix’s annual Alaska Sockeye promotion: 70% display execution by SMWE SMWE wine ad June 30 July 14 and July 21: two-week flex ad with SMWE and Alaska salmon SMWE funded 300 wine tastings 7/16 and 7/23 Publix funded 3,700 fresh Sockeye demos SMWE funded three Aprons Cooking Schools in August featuring Alaska Sockeye salmon and Bairdi crab Publix funded 3,700 fresh Keta salmon demos in August

New initiatives: Expanded outreach to retail Strengthened relationship with WalMart leads to fresh overwrap program for wild Alaska salmon Farmed salmon suppliers asked to purchase/pack wild Alaska Sockeye for nationwide distribution Overwrap includes ASMI on-pack (logo and recipe) Led to on-pack opportunities for Bristol Bay RSDA and Arctic Circle Wild Salmon brand

New initiatives: expanded outreach to retail Nationwide demo program for fresh Alaska Sockeye salmon at SAM’s Club, June/July Custom case sign for Albertsons/Safeway in use at six divisions

New initiatives: online retailers and meal delivery retailers Conducted two activations with Fresh Direct over the summer: Late June through 4th of July July 21 through August 4 Another activation is planned during Lent Outreach to Blue Apron and Hello Fresh

New initiatives: more co-op promotions ALASKAN BREWING COMPANY Secured a co-op promotion in Texas, July through mid-August H.E.B. Sprouts A holiday promotion in Texas is underway featuring Alaska crab An Alaska fish taco co-op is planned Lent/Post-Lent

COOK IT FROZEN! Demos, October 2016 Demos currently underway: Kroger – 7 divisions, Alaska Sockeye and cod Mid-Atlantic Atlanta Texas Arizona Harris-Teeter QFC Fred Meyer H.E.B. – Alaska cod Hy-Vee – Alaska cod Schnucks – Alaska Sockeye & cod TOTAL: 961 COOK IT FROZEN! demos in 9 retail chains

Follow-up from last year’s meeting: Costco Connections magazine ads Canada Outreach to Loblaw’s and Sobeys; both are currently reviewing salmon and crab point-of-sale; custom POS is likely Alaska pollock promotions Conducting in-store demos at Winco Foods Working on an Alaska fish taco promotion with Frontera Key Lime Cilantro Taco Skillet Sauce during Lent which will involve custom shippers supplied to all demo locations Alaska canned salmon Included as part of the FEED YOUR FITNESS with Alaska Seafood program Sampled Alaska Salmon Salad Sandwiches at the Academy of Nutrition & Dietetics Food & Nutrition Conference & Expo (FNCE)

Thank you!