1. ASMI Foodservice Program Update
October 21, 2015

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

3. 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.

4. 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!

5. 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.

6. 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.

7. The New Kids on the Block

8. 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.

9. FY15 Operator Promotional Partners

10. Seasons 52

11. Seasons 52

12. Red Lobster

13. Krystal Restaurants & AM/PM

14. Shari’s Restaurants

15. 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

16. 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

17. Sysco Corporate – Lenten Promotion

18. Sysco Corporate – Lenten Promotion

19. Gordon Foodservice - Canned Pink Salmon

20. 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

21. 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

22. Swap Meat Recipe Contest Winners
Alaska Salmon Osso Bucco

23. Samuels & Son Seafood Distributing

24. 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)

25. Alaska Crab Tasting - GCIA

26. 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

27. USDA Commodity Program Purchases
Source: USDA-AMS

28. Foodservice Director K-12 Supplement

29. 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”.

30. Print Ads – It’s All About the Food

31. 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

32. Chef Magazine

33. Catersource Magazine

34. 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

35. Thank You!