1. WILD ALASKA FROZEN SEAFOOD: The Opportunity Is Hot! Fall 2011 1

2. FROZEN SEAFOOD IS HOT! 2 84% of consumers surveyed said they’d be likely to purchase frozen seafood 88% of consumers eat more or the same amount of frozen seafood as they did two years ago 47% of consumers have tried cooking fish or seafood white it is still frozen Source: Illuminate Market Research & Planning 2011 survey of upper income grocery shoppers

3. The Answer: COOK IT FROZEN!® Techniques 3 Consumers turn to frozen seafood for convenience and health benefits We pioneered COOK IT FROZEN! techniques to answer consumer demand for fast, healthy meals It’s a fool-proof way to cook frozen seafood: No thawing or pre-planning needed Sauté, pan-sear, broil, roast, poach, steam, or grill frozen seafood portions without thawing

4. PROMOTE AND SELL! 4 In order to sell more frozen seafood, you’ve got to promote it in-store: Posters in the aisle Tear-off recipe pads affixed to poster or on tag rails Static clings on frozen case doors On-pack recipe leaflet on packages In-store demos – teach your crew with our ‘how-to’ demo DVD ASMI adds national consumer marketing support: Mobile apps, website, recipe ebook, online banner ads

5. FREE MERCHANDISING TOOLS 5 22”x28 Posters (fits theater/iron man stands) – Alaska Salmon or Cod/Whitefish Varieties

6. FREE MERCHANDISING TOOLS 6 3”x5” Tear-off Recipe Pad offers detailed COOK IT FROZEN! techniques (25 sheets per pad)

7. FREE MERCHANDISING TOOLS 7 1”x2” On-Pack Recipe Leaflet

8. FREE MERCHANDISING TOOLS 8 5”x5” Static Clings – COOK IT FROZEN! Specific and iPhone App Specific

9. CONSUMER MARKETING SUPPORT 9 www.CookItFrozen.com / iPhone app / Android app* Step-by-step cooking videos demonstrate the COOK IT FROZEN! techniques 100’s of quick and easy recipes By species or cooking method Sharable via email or link to social media sites Seafood nutrition *iPad app available soon.

10. CONSUMER MARKETING SUPPORT 10 Promotes at point-of-purchase Answers consumer demand for quick, healthy meals Supported by consumer outreach efforts: National online banner advertising and public relations

11. HOW TO GET STARTED 11 www.AlaskaSeafood.org/retailers/frozen See/order point-of-sale materials Email Mark Jones to place an order for POS or training tools mjones@alaskaseafood.org

12. CONSUMER RESEARCH 12 Research proves that frozen seafood represents a huge sales opportunity

13. 13 Seafood Usage and Attitudes One-third of consumers report increased consumption of frozen seafood in the past two years. Change in Consumption – Frozen Seafood – Aided – (Base = Total Responding) Q2: Do you eat more, the same or less frozen seafood at home compared to 2 years ago? (A04-2011-01)

14. Seafood Preferences Over half of consumers say they are very likely to purchase frozen fish or seafood. Another 29% say they are somewhat likely to purchase frozen. (84% are likely to purchase frozen seafood.) Likelihood to Purchase Frozen Fish or Seafood – Aided – (Base = Total Responding; n=801)

15. Seafood Usage and Attitudes Consumers who report increased frozen seafood consumption cite several reasons for this increase: the convenience of frozen product, health benefits, more attractive pricing than fresh and eating a healthier diet. The most common reason given by consumers who report decreased frozen seafood consumption is a preference for fresh, with many citing the better taste of fresh and greater availability of fresh seafood. Reasons for Eating More or Less Frozen Seafood – Unaided – (Base = Total Responding) Reasons Eat More Frozen Seafood (n=253)

16. Seafood Preferences The top reason given by those likely to purchase frozen fish or seafood is it is more convenient due to the ease of storage. Other reasons include the cost, the taste and quality, as well as several mentions of increased availability of frozen. Those not likely to purchase frozen say they prefer fresh, that fresh tastes better, and higher quality fish is sold fresh. Reasons for Likelihood to Purchase Frozen Fish or Seafood Likely to Purchase (n=673)

17. Two-thirds of consumers agree strongly that frozen fish/seafood is widely available where they shop and is convenient to store. About half agree strongly that frozen fish/seafood is easy to cook with. Fewer agree strongly that frozen fish/seafood is good tasting and even fewer that it is affordably priced. Experience with Frozen Fish or Seafood – Aided – (Base = Total Responding; n=801) Seafood Preferences Frozen fish or seafood… **

18. Seafood Preferences 58% of consumers say they are aware one could cook fish or seafood while it is still frozen. Consumers in the Midwest region are at the forefront of this awareness. Cooking Fish or Seafood While Still Frozen – % Aware – (Base = Total Responding)

19. Seafood Preferences Nearly half of consumers have tried cooking fish or seafood while it is still frozen. Consumers in the Midwest are far more likely to have cooked fish/seafood this way than consumers in other parts of the country. Cooking Fish or Seafood While Still Frozen – % Have Tried – (Base = Total Responding)

20. Seafood Preferences Over half of consumers indicate having preparation tips and recipes would make them very likely to try cooking fish without first thawing it. Consumers in the Midwest lead all others in their likelihood to try cooking fish this way. Impact of Preparation Tips and Recipes on Likelihood to Try Cooking Fish or Seafood While Still Frozen – Aided – (Base = Total Responding)

21. CONSUMER RESEARCH SUMMARY 21 One-third of consumers eat more frozen seafood than they did two years ago They cite health benefits, convenience and cost as main factors for eating more They cite convenience of storage, cost and quality as main factors of purchasing more 84% of consumers are likely to purchase frozen seafood Two-thirds of consumers agree strongly that frozen fish/seafood is widely available where they shop and is convenient to store Over half of consumers expect the quality of frozen product to be equal to or better than that of fresh fish or seafood Over half agree that seafood can be cooked without thawing and half have tried cooking seafood without thawing About half agree strongly that frozen fish/seafood is easy to cook While some consumers have already tried cooking fish or seafood directly from frozen, most agree it would increase their purchase interest to have cooking tips and recipes for frozen product. Merchandise and promote! Email Mark Jones at mjones@alaskaseafood.org to get startedmjones@alaskaseafood.org