Alaska Seafood Marketing Institute (ASMI)

ASMI began in 1987 as a co-operative partnership between the Alaska seafood industry and state government.  ASMI is Alaska’s official seafood marketing agency, established under state law as a public corporation.  The Dialogue Agency has worked with ASMI since 1989, successfully re-pitching every three years.

90% of canned salmon in the UK is Alaskan and the UK is Alaska’s primary market for canned salmon.  Identification had been a problem as retail brands did not always specify origin. We focussed on this and consumers began to ask for Alaska salmon.

In 2000, the wild Alaska salmon fishery became the first in the world to be certified sustainable by the Marine Stewardship Council.  Now the wild Alaska pollock, halibut, sablefish and Pacific cod fisheries have also been certified as sustainable.  Concern over global wild fish stocks and the safety of farmed fish has increased demand for wild Alaska seafood.

As the market transformed, the PR became more complex and under the Alaska brand, we now promote a range of products with varying price ranges and differing demographics.

Activities include:
Alaska state visits; trade missions; events at leading restaurants; press trips; celebrity endorsements; recipe development and fine food photography; product mailouts; recipe collections; trade newsletters; food service promotions; competitions; retail promotions; advertorials and creative development.