Country progress report
Past Performance/ Evaluation
Download 0.9 Mb.
|
- Navigate this page:
- CONSTRAINT – PERFORMANCE MEASURE TABLE
- Performance Measures
- 2. Results of Evaluations / Impact on Constraint and Opportunity
Past Performance/ Evaluation1. Performance Measures Table
1 Measured as part of Local Suppliers List update survey 2Measured by the ASMI Key Account Evaluation Program conducted by Rose Research. Over 150 importers, wholesalers and seafood processors were surveyed. 2. Results of Evaluations / Impact on Constraint and OpportunityOrigin-Identified Products: ASMI tracks the number of origin-identified Alaska seafood products available in the SEU markets in order to monitor the value local brand managers and retailers put on the Alaska brand. During the 2014-15 market year, origin-identified Alaska salmon products continued to grow in number and distribution in SEU markets, while Alaska cod products were stagnate. 
Number of origin-identified Alaska salmon, cod and other seafood products sold at retail in SEU The growing number of origin-identified wild Alaska salmon products at retail stems from both new product introduction and the origin identification of established Alaska products not previously origin identified. The number of Italian supermarket chains selling fresh wild Alaska salmon during the summer has grown from one to four (Gruppo Pam, Carrefour, Metro and Coop Italia) in the last two years. The Makro cash & carry chain in Spain and Portugal now sells refreshed wild Alaska sockeye salmon and black cod in almost all its stores in Spain and Portugal. Italian salmon smoker COAM introduced two origin-identified Alaska king salmon products (smoked and carpaccio) in the Italian market under a new brand. Italy’s leading supermarket chain, Coop Italia, returned to calling out the Alaska origin of its smoked wild salmon after taking the origin off the label for the past few years. ASMI continues to fight traditional preference for Atlantic gadus morhua as well as a multi-million dollar post-Russian embargo Norwegian cod promotional campaign with which Norge has boosted sales of salted, light-salted and fresh cod across southern Europe. Although sales of Alaska gadus macrocephalus have been growing, especially in Italy, thanks to its whiter color, thicker loins and better yield when producing de-salted and light-salted products, there is still resistance to promoting any origin that is not Nordic. Trade Awareness: Rose Research surveyed SEU key trade members to gauge awareness of the sustainability of Alaska salmon, and of the superior quality of Alaska cod and pollock: Trade awareness of the sustainable management of Alaska’s salmon fisheries, at 97%, indicates that ASMI is successfully conveying Alaska’s sustainability message to SEU trade members. Trade awareness of the high quality of Alaska cod declined from 78% to 45%. We still cannot expect high marks nor consistent SEU trade responses regarding the quality of Alaska cod. Although the growing part of Alaska cod sales to the SEU market are of high-quality, hook and line caught cod, large volumes are still traded of trawl-caught Alaska cod of mixed quality. And up until about 10 years ago, SEU buyers bought predominantly the lowest qualities of Alaska cod as a low-cost alternative to Atlantic cod. It will take dedicated effort from ASMI to banish this low-price, low-quality reputation. Trade awareness of the high quality of Alaska pollock jumped from 11% to 54%. This surprisingly large leap in perceived quality of Alaska pollock is encouraging, and probably reflects a new period in the SEU market. Since the economic downturn in 2008, imports of cheap whitefish, including Chinese reprocessed pollock, exploded. Now, after years of dealing with the deficiencies of these low-quality whitefish, we are seeing growing appreciation for and buyer interest in high-quality, once-frozen Alaska pollock. Importers and wholesalers of Alaska seafood products: Though not a performance measure, ASMI also gauges the value of the Alaska brand in the SEU markets by counting the number of companies that regularly import and wholesale Alaska seafood products in each country. ASMI tracks this data closely since these are the companies with which we often partner in order to promote the Alaska brand in the SEU markets. 
Number of importers and wholesalers of Alaska seafood products in SEU Growth in the number of Alaska seafood importers in the SEU markets slowed during the great recession. We expect the growth rate will increase in the next couple years as the economies improve and consumers are able to act on their growing demand for high-quality Alaska seafood products in restaurants and at retail. 3. Conclusion/What did you learn? Even through the recent severe recessionary period, ASMI SEU has concentrated much of its promotional efforts on the higher-quality and relatively higher priced Alaska seafood products available in Spain, Italy and Portugal such as fresh and smoked wild Alaska salmon, black cod, king crab and ikura. Though sales volumes of these products are small relative to sales of lower-priced salmon, cod and pollock, the association of Alaska with these prestigious products has proven to be effective, as seen in the growing value of the Alaska seafood brand in the SEU retail market. Origin-identified Alaska cod products are new in SEU markets. The creation of a new category in the ultra-traditional SEU cod market will take time, but already ASMI promotions are helping introduce Alaska cod to Italian and Spanish retailers, restaurateurs and consumers, building on the excellent quality of these products and on the strength of the Alaska brand. The SEU market perception of Alaska pollock as a low-cost, low-quality whitefish is changing in a way that is quite similar to the situation of wild Alaska salmon in the early 2000’s when inexpensive dark chum salmon was the predominant wild salmon sold in the SEU market. Alaska pollock’s reputation for quality will continue to grow with the introduction and promotion of products using once-frozen Alaska pollock fillets. Overall Market Recommendations ASMI has been able to make measurable progress building the Alaska brand in the SEU retail market by focusing its limited resources on promoting origin identification of high-profile and often premium priced Alaska seafood products (especially smoked and fresh, wild, Alaska salmon, and salted Alaska cod fillets) with retailers capable of selling high-end seafood products. Retail distribution of origin-identified Alaska seafood products is encouraging proof that ASMI’s work on this market is effective. 1. Performance Measures Table
1 As measured by ASMI SEU Best Restaurants surveys 2As measured by ASMI SEU Key Account Evaluation surveys PMs 1 and 2 listed as a percentage. Actual numbers listed below. 3PMs 1 – 3 and 6 are for Spain only Directory: wp-content -> uploads -> 2016 2016 -> 2017 afoCo Landmark Scholarship Program 2016 -> Instructions for the Preparation of Camera-Ready Contributions to the Conference Proceedings 2016 -> Step student Scholarships for Year 10-13 2016 -> The united church of canada 2016 -> Idan raichel biography – May 2016 Brief Producer, keyboardist, Lyricist, composer and Performer Idan Raichel 2016 -> An introduction to centre’s interventions expanding access to justice 2016 -> Sanchar Shakti 2016 -> Unit analysis should help here. We want number of bananas 2016 -> The Autobiography of Elder Joseph Bates 2016 -> The Great Heat and the Rhode Island Deep Water Bay Scallop (Argopecten irradians) Fishery 1875-1905 Download 0.9 Mb. Share with your friends:
| ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||