Supermarket Perimeter - August 2020 - 49

Seafood

Getting the message out
ASMI is constantly working to communicate the
benefits of eating sustainably sourced seafood, both
for consumers' individual health and for the health of
the planet, Rider said.
Since the group launched the "Ask for Alaska"
campaign a few years ago, consumers and retailers
alike have been enthusiastic in requesting and
highlighting Alaska origins of their seafood: Seafood
Spenders (tech-savvy consumers who make up 54%
of the seafood spend) are 58% more likely to buy
seafood when they see the Alaska Seafood logo,
according to Technomic data.
"In the past few months, we've been nimble to
continue to promote Alaska sustainability messaging
in the face of new challenges, shifting from in-person
store demos and cooking classes to digital content
and online classes."
One example: a "Foolproof Salmon" virtual class
with PCC Community Markets in Seattle.
Especially now, Rider added, as consumers will
likely continue to consolidate trips to the grocery
store and focus on shelf-stable and frozen items,
ASMI aims to continue to educate consumers about

59%

of consumers
believe there is a
general threshold of
sustainable quality
that products
should meet. IFIC

65%

of Americans believe
supermarkets
should remove
all unsustainable
fish and seafood
products from
their shelves. MSC

the quality and ease of preparation of frozen Alaska
seafood, which many shoppers don't realize can be
cooked without thawing.
MSC, meanwhile, has been championing
awareness campaigns with the support of its retail
partners, Marks said.
The recently released "Little Blue Label, Big
Blue Future" campaign, for instance, stresses the
importance of how daily decisions as simple as meal
planning impact the ocean and its inhabitants. The
campaign encourages consumers to think about
small changes they can make in their lives to ensure
a healthy future for the ocean, such as choosing
certified sustainable seafood.
"MSC partners are amplifying the message
and sharing the campaign with their customers,"
Marks said.
One of the barriers to cooking seafood at home
that people typically report is not knowing how to
cook it, she added.

The new normal
COVID has put an increased emphasis on food safety,
as well as supporting local domestic producers

supermarketperimeter.com

AUGUST 2020 - 49



Supermarket Perimeter - August 2020

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