Country progress report
Results of Evaluations / Impact on Constraint and Opportunity
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- 3. Conclusion/What did you learn
- Overall Market Recommendations
- Data Sources
2. Results of Evaluations / Impact on Constraint and OpportunityBy surveying the number of “Top” and Japanese restaurants with “Alaska” on their menus, ASMI aims to gauge the use of the Alaska brand by the most trend-setting restaurants in each country. ASMI SEU surveys define “Top Restaurants” as restaurants with Michelin stars or top rated by the second most important restaurant guide in each country. Japanese restaurants are defined as the top 100 Japanese restaurants according to the most important restaurant guides in each country. ASMI’s surveys of Japanese restaurants in Spain showed a spike of almost 300% in the use of Alaska origin on menus along with significant increased awareness of the high quality of wild Alaska salmon and black cod. Japanese food distributors in Spain have been strong supporters of ASMI and Alaska seafood, and vice versa, and it would seem that in 2015 the positive results of our collaborative promotional efforts began to gain momentum. At the same time, ASMI’s surveys of the Top Restaurants in Spain showed a decline in the use of “Alaska” on their menus. The current trend in Spain’s most prestigious restaurants is to use only local products, including locally-caught seafood. While seven Top Spanish Restaurants identify Alaska origin on their menu, 15 actually use Alaska products. And while awareness of the high quality of Alaska salmon declined 14%, awareness of the high quality of Alaska black cod increased by 40%. We believe this dip in survey results reflects more the popularity of the “kilometer 0” philosophy than a decline in the strength of the Alaska brand, especially when analyzed in combination with the Japanese Restaurant survey results. Nor do we believe this fashion is sustainable and will significantly affect sales, as only an elite few restaurants can maintain a true “local products only” policy. Origin-Identified Products: As awareness of Alaska seafood products grows among restaurant professionals, distribution of Alaska seafood products to the HRI trade in Southern Europe is expanding, in spite of the general trend among HRI distributors to reduce references due to the economic crisis. 
Number of origin-identified Alaska seafood products sold to HRI A major advance in the distribution of Alaska seafood products to the HRI sector has been the consolidation of wild Alaska salmon and black cod in the fresh seafood department of the Makro cash & carry chains in Spain and Portugal. Makro’s 37 retail centers in Spain and 10 in Portugal make it a leading supplier to restaurants across the Iberian Peninsula. Makro’s introduction of Alaska salmon and black cod is part of a strategy to improve the quality of the seafood department’s product line and attract a higher caliber of restaurant to their stores. This, combined with the group’s explicit mission to support sustainable fisheries management makes Makro an ideal partner for Alaska. We did not detect any new origin-identified Alaska cod products in the SEU market in 2014-15. However, ASMI promotions of Alaska cod have continued and promise to generate growth in this performance measure in the coming market year. 3. Conclusion/What did you learn? There is still a large amount of work to do, especially in Italy and Portugal, to bolster HRI distribution and awareness of Alaska seafood. Availability of Alaska seafood products to restaurants outside of Milan, Rome, Madrid, Barcelona, Lisbon and Porto is still limited. For this reason, ASMI SEU needs to continue to dedicate a large amount of effort and investment in HRI trade shows, chef demonstrations and HRI trade communication to help local HRI distributors to develop demand for Alaska seafood and to generate a volume of sales which makes these products viable and attractive to these distributors. Much of ASMI’s success in these relatively new markets of Spain, Italy and Portugal hinges on achieving sufficient distribution of the higher-quality Alaska seafood products that are of interest to leading chefs and that clearly convey the messages of Alaska's superior quality, wild, natural and sustainable seafood. This is where ASMI’s trade servicing activities are so important. Demand for premium-priced, high quality Alaska seafood is low-volume and disperse, often making it difficult for these products to generate a viable volume of sales for a distributor. Though there is no specific budget line or performance measure for the assistance the OMR lends to local distributors in creating sales support material, participating in trade shows, training salesmen and conducting chef training seminars, these activities are crucial to achieving a sustainable and growing level of distribution of Alaska’s flagship seafood products. Overall Market Recommendations Though the immediate objective of HRI promotions is to sell more high-end Alaska seafood products in more SEU restaurants, the long-term objective of ASMI’s investments in HRI promotions is to build SEU consumer awareness of and demand for Alaska seafood especially at the retail level where most fish is sold. We believe this strategy is even more valid today than it was in the past. The popularity of TV shows featuring chef contests, restaurant make-overs and cooking instructions demonstrates that SEU consumers are more interested than ever in professional chefs and the food they prepare. With the return of a better economic climate, sales and distribution of Alaska seafood products to restaurants in SEU is growing even faster than it has in the last years, strengthening consumer awareness and demand to the tipping point at which major supermarket chains need to reference frozen and/or refreshed wild Alaska salmon and other Alaska seafood products on their seafood displays. Data Sources: FAO Globefish Eurostat / Global Trade Atlas https://www.gtis.com/gta/ 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:
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