Alaska’s fishing industry faces formidable challenges, with high costs, low prices, and stock fluctuations creating constant uncertainty. This has left many wondering what can be done to help address the situation.

 The prices fishermen receive are driven by the laws of supply and demand. Fishermen are experts in supply factors, monitoring stock assessments, harvest forecasts, and quota levels to plan their seasons. When it comes to demand and the seafood market, timely information can be harder to come by. 

That’s where the Alaska Seafood Marketing Institute (ASMI) steps in. As Alaska’s seafood marketing agency, ASMI aims to increase the value of Alaska’s seafood resource. ASMI does this by analyzing market dynamics, developing strategies and executing marketing promotions to boost demand for all Alaska seafood.

 “A lot of fishermen want to know, ‘What is ASMI doing to help increase prices?’” said Matt Alward, president of United Fishermen of Alaska and a member of the ASMI salmon committee.

“The short answer is, a lot. But you may not see it,” said Alward. “The short answer is, a lot, but you may not see it. Most fishermen think about our 'market' as the processor where we sell our fish. ASMI is thinking about the global end consumer for every species of Alaska seafood - that's their market. Anything they can do to help increase market access to and demand for Alaska seafood helps increase the price of fish at the dock."

 In fact, about two-thirds of Alaska seafood is exported, so ASMI’s international marketing plays a central role, which is active in nearly 60 countries. ASMI also promotes Alaska seafood across the U.S., through grocery stores, restaurants, and social and traditional media, as well as providing seafood technical support, industry marketing alignment, and a global food aid program.

 Marketing a wild resource on the world stage comes with unique challenges. Harvest fluctuations mean ASMI must be strategic about where and when to promote each species. Macroeconomic factors like exchange rates, inflation, tariffs and other trade issues can swamp marketing impacts and inroads made by ASMI.

 However, research shows that consumers prefer Alaska seafood and are willing to pay a premium for it. This is the result of decades of hard work by fishermen and processors to provide an excellent and high-quality product, as well as ASMI’s long- and short-term marketing and promotional efforts.   

 While building a brand and increasing positive consumer sentiment is a long game, AMSI receives real-time feedback and direction from the industry to ensure resources are applied to address current changes in global markets. This is critical to ensuring ASMI remains nimble in focusing efforts where they are needed most. “Some of our efforts are indeed long-term, but we also have tools we can use to meet immediate needs,” says Greg Smith, ASMI’s communications director.

 Fishermen interested in learning more about how ASMI does this should consider attending - either virtually or in person - ASMI’s annual ‘All Hands on Deck’ conference. 

 All Hands On Deck: A Guide For First Time Attendees

This annual event convenes harvesters, processors, marketing experts, economists, fisheries managers, and global customers to identify challenges and opportunities for the Alaska seafood industry. In 2024, All Hands is being held December 3-5 in Anchorage.

 “Attending your first All Hands on Deck is really an eye opening experience for fishermen,” says Julianne Curry, former Executive Director of UFA and current ASMI communications committee member. “It’s an incredibly comprehensive way to understand what's going on in the U.S. and international markets, and learn about ASMI’s strategic promotional efforts. It can be a lot, but it is so worth it. I’ve been going for over a decade and still learn a ton every time.”

 ASMI has identified a ‘Fisherman’s Track’ to help newcomers identify which sessions will be most valuable to fishermen. All sessions will be recorded and available online afterwards. You can view archives of past All Hands on Deck conference sessions here.

 Day 1: General Session, Customer Advisory Panel, Species Committees 

• General Session: Economic updates and program reports set the stage.
• Customer Advisory Panel: Big buyers of Alaska seafood—like Whole Foods, Walmart, and Gorton’s—share what they’re seeing in the market. 
• Species Committees: These groups (salmon, whitefish, shellfish, halibut/sablefish) discuss what’s happening in their fisheries and advise on how ASMI can help. 

 Day 2: Operational Committees 

• Operational Committees: These operational groups (international, domestic, communications/consumer PR, technical) hear market research, trends, and input from the species committees to identify challenges and opportunities for the year. 

 Day 3: ASMI Board of Directors 

• ASMI Board of Directors: The board listens to the reports from the operational committees and sets priorities for the coming year.

 Stay Connected with ASMI All Year

ASMI has a multitude of evergreen tools to help you stay connected with and informed about ASMI’s activities. The website www.alaskaseafood.org is an excellent source of information. Here, fishermen can see the most current information about the species they fish through newly created species hubs(salmon, whitefish, shellfish, and halibut/sablefish), check out the newest resources, or find tools to become a direct marketer.

ASMI’s monthly marketing update email includes highlights of marketing and promotional activities from the past month, as well as upcoming events, new resources, and much more. For fishermen who prefer social media, ‘ASMI News & Updates’ on Facebook highlights activities, resources, and events in real time.