Alaska Seafood Marketing Institute FY16 Foodservice Budget Claudia Hogue Foodservice Director May 5th, 2015

Foodservice Budget Overview

Foodservice Budget Overview

Program Budget Highlights Streamlined operational expenses. Decreased trade shows & conferences ($16k). Small increase in foodservice public relations ($60k - $44.4k reallocated from marketing operations). Continue to look for efficiencies across programs. Plan is designed to cultivate foodservice segment opportunities. FY16 budget was reviewed and unanimously approved by the foodservice committee.

Program Challenges Will the strong dollar shift resources to domestic? Species challenges – i.e. sockeye salmon, pollock, etc. Seafood sustainability and certifications in general. Alaska species displaced by other species and “specialty farms” - i.e. Skuna Bay salmon. Confusion about underutilized species, availability and “what's new”? Influential operators and media are looking for non-traditional species – “trash fish”. Social responsibility messaging – committee recommendation.

Program Challenges Short-term needs of the industry vs. long-term goals of promoting the Alaska brand. Frozen vs. Fresh – particularly at fine dining and with influential chefs. Beyond Lent and LTO’s – important for QSR.

Program Opportunities The Alaska brand continues to be relevant with both older and younger consumers – origin is important. Segment opportunities – fast-casual, catering, casual restaurants, colleges & universities and more. Menu innovation and expanded day-parts – breakfast, happy hour, kids menus and expanded seafood offerings Health will continue to drive seafood consumption. Shift towards less meat – Swap Meat!

Program Opportunities Sustainable seafood will continue to grow and is important to younger consumers. Culinary schools - our next generation of chefs is hungry for more in-depth seafood training. Category Management at the distributor level has allowed ASMI to expand its reach and impact with the broadliners.

Wrap up… Market condition information from the AK industry is extremely helpful. The faster we know - the more time we have to put programs in place. Foodservice industry continues to offer opportunities for the Alaska seafood industry.