International Marketing Committee Meeting 2015

©2015 Alaska Seafood Marketing Institute Japan All rights reserved ASMI Japan Team Tomo Shimada: Managing-Director Akiko Yakata: Seafood Industry Partnerships Keiko Sasaki: Consumer Promotions Tomoko Koyama: PR and Communications James McGuirk: Admin and Communications Support Tomo Keiko Tomoko ©2015 Alaska Seafood Marketing Institute Japan All rights reserved

©2015 Alaska Seafood Marketing Institute Japan All rights reserved Japan Market Overview Population: 127.08 million (June 2015) Real Economic Growth: +0.6% (January-March 2015 quarter) GST/VAT/Tax: 8% US$ Exchange Rate: 123.42 yen in May 2015 (96 yen in June 2013) Economy: Japan is the 3rd largest economy in the world by GDP (current prices) and the 4th by GDP (PPP). Its citizens today are the 24th richest people in the world, according to GDP per capita (US$33,288). Average income: US$46,720 per capita (the highest in Asia) ©2015 Alaska Seafood Marketing Institute Japan All rights reserved

Japan Seafood Market: Current topics 60% of Kamaboko (Surimi final product) processing companies are considering raising their prices in the range of 5-10% for Fall-Winter 2015 (according to seafood trade newspaper Minato Shimbun). Decreased supply of spring season salmon, scallop, pacific saury – processors need to seek raw materials to process. Higher price, less supply of Black Cod. Substitution demand – Silver(Warehou) JPY500/kg. Announced further degradation of (domestic) Atka Mackerel resources Decreased Russian king & snow crab supply (king 2,671mt=>1,088mt, snow 9,527mt=>6,630mt), started Norwegian live king supply Once the Trans Pacific Partnership (TPP) takes effect, the trade barrier for AK seafood will be removed (i.e. import tax will be zero). Russia, which has been producing and supplying the same species as Alaska, is not in this trade agreement. ©2015 Alaska Seafood Marketing Institute Japan All rights reserved

Strategic Approach for FY16 Alaska Seafood has always been an integral part of Japanese cuisine It`s not an “alien” imported food Spring, Summer, Fall, Winter: Alaska Seafood is for every season Anytime, for all generations, with various species ©2015 Alaska Seafood Marketing Institute Japan All rights reserved

Activity Highlights: Collaboration with NHK Educational Consumer PR and Promotion, July-October 2015 Media Mix Pattern ASMI Japan collaborated with NHK (Japan Broadcasting Corporation) Educational to promote Alaska seafood, i.e., sockeye salmon, through the Japan Tourism Expo, NHK’s Today‘s Cooking TV program, magazine and website. ASMI Japan invited 3 famous chefs to Alaska to create a PR video , to be posted on YouTube as well as on ASMI Japan’s revamped website. At the Japan Tourism Expo, which was held September 25-27 (attended by 167,742 visitors), they talked about Alaska/Alaska seafood and presented their recipes to the attending consumers and media.

Activity Highlights: Alaska Seafood Fair at Coop Sapporo Retail Promotion, August 2015 Alaska Seafood Fair at 108 Coop Sapporo stores by providing POS materials featuring the AK seafood logo. Campaign: consumers who bought JPY1000+ worth of Alaska Seafood Fair items were eligible to enter a lottery. 50 consumers had the chance to win an invitation to an Alaska Seafood Luncheon Event (plus one guest). 17 items were sold including Kamaboko, Herring etc Total sales: JPY81,781,059 (around $681,508) Top 3 sales items: salted sockeye salmon, coho salmon roe (Sujiko), and chum salmon roe (Sujiko).

Upcoming Activities: ASMI Japan Website Renewal The ASMI Japan website is undergoing a revamp since August 2015 and the contents of the new home page are almost complete. The new home page is more user friendly and better optimized for portable devices. The following contents are also scheduled for renewal: Recipe pages: including cooking tips like “How to de-salt salted herring roe”, “How to dress crab” etc Sustainability: about seafood sustainability and RFM All about Alaska seafood: with information about each species. Pollock page will be set up separately with more educational information. Activity highlights: to share what ASMI Japan is doing and to introduce how ASMI Japan can work with new partners News Resource room: to share resources such as brochures, applications etc.

Upcoming Activities: ASMI Japan website revamp Before After

Upcoming Activities: Alaska Seafood Promotion with Oisix and ABC Cooking Studio Consumer PR & Promotion Late Oct to Dec, 2015 ASMI Japan is going to collaborate with Oisix and ABC Cooking Studio to promote Alaska seafood to their members. Oisix is an online food retailer that focuses on selling premium-quality healthy ingredients. Alaska seafood, i.e., rock fish and sockeye salmon, will be featured on their website as ideas for hors d`oeuvres that complement recommended wines, which will also be sold as a set from late October to December. ABC Cooking Studio targets relatively young women and men (20s-40s) and has expanded to about 200,000 members. Across Japan they will introduce Alaska seafood starter recipes and conduct a reception to introduce such recipes.

Upcoming Activities: Osechi cuisine development with Chef Kasahara Restaurant promotion November-December 2015 1) Nov 18th: AK Seafood Cooking Seminar for teachers of “home cooking” style cuisine 2) Dec 1st to 31st: Alaska seafood to be featured in a special menu at Sanpi Yoryon restaurant, Tokyo 3) Year-End: Original Alaska Seafood osechi cuisine will be developed and sold at Sanpi Yoryon The osechi boxes will include Herring roe, snow crab, sockeye salmon, kamaboko and more What is osechi? - Osechi is a style of traditional Japanese cuisine, eaten at New Year and served in decorative boxes.

Upcoming Activities: Retail Promotions Alaska Seafood Fairs at “everyday” retailers such as Coop Tohoku (Nov-Dec) Alaska Seafood Fairs at “premium” seafood retailers such as Uoriki (seafood delicatessen) Alaska Seafood pages in major shopping retailers` catalogues POS materials with Alaska Seafood logo Collaboration with major CVS retailers

©2015 Alaska Seafood Marketing Institute Japan All rights reserved Thank YOU! ©2015 Alaska Seafood Marketing Institute Japan All rights reserved