Supermarket Perimeter - February 2024 - 68

Seafood: Seafood
over normal pricing, according to Roerink. " Additionally, shoppers could
choose from different sources and cuts, also providing variety in price
points. "
Last year, NSC reps handed out salmon samples at Whole Foods
markets in Washington D.C., Pennsylvania, New York and Boston via 32
different promotions throughout the year.
" We also had a strong presence at Eataly throughout the year, both at
the fish counter and on their restaurant menus, " Øen said.
Salmon in widely available in grocery stores both fresh and frozen,
and if consumers shop around, they can get high quality salmon at
reasonable prices compared to alternative proteins, Øen said.
Education on sustainability and nutrition fuel sales
When consumers consider protein options, there are several meat
and poultry cuts that feature price points that seafood isn't touching
currently, Roerink noted. And shoppers' lives have turned into a
nonstop balancing act to balance budgets - " a balancing act in which
consumers weigh price against nutrition, mood, convenience, variety,
experience and more. "
" This means attractive price points are important, promotional
visibility is important, but at the same time education about nutrition,
sustainability and the promise of a great meal can help overcome
the price point and price differential with options in the meat case, "
she said.
To that end, many retailers are educating shoppers on the health
benefits of salmon. For example, signage at Dorothy Lane Market refers
to salmon as " very high in Omega 3 " , as well as the cooking suggestion,
" great with Cajun seasoning, " Roerink said.
Many retailers have leaned on health and dietitian programs to drive
interest in fish and seafood items, Bushman noted.
H.E. B., for example, has its " Fresh Approach to Wellness " program,
salmon, Blue Circle frozen salmon portions, poke bowls, and other
items, according to H-E-B Vice President of Seafood Jason Driskill. One
salmon product featured on special in January was H‑E‑B Fish Market
Atlantic Salmon Portions - 4 count for $20.00 each.
SNP and H-E-B are using various digital platforms, recipes and
social media influencers to build awareness of seafood and grow sales
" Ultimately, we want to increase consumers' craving for seafood and
encourage America to Fall in Love with Seafood, " said Sarah Crowley,
SNP's vice president of marketing and communications.
Fresh Thyme partnered with salmon supplier Camanchaca last
year to lock in prices on farm-raised coho salmon and, in turn, offer
discounts to shoppers. The retailer is offering discounts again this
year, and will promote it at a " really good value " all throughout Lent,
according to Resner.
Additionally, Fresh Thyme locked in its wild sockeye prices last year
at a cost that is " better than past years, " Resner said. " We should see
better retails this year than last, " he added.
Similarly, Jungle Jim's ran " aggressive price points " on salmon during
Thanksgiving week, showing the price per pound, but also the discount
68 - FEBRUARY 2024
while Hannaford's sports " Eat your way to better health " and Wegman's
has " Feel your best. " Most are tied to local registered dietitians and
nutritionists, health care and even hospital programs and some have
chefs on staff who create recipes that live on their websites and are
often amplified on social media, with in store signage and more,
Bushman said.
It is important to continue to educate seafood counter employees,
according to Øen.
" The people on the front line needs to be educated so that they can
help with our messaging about the health benefits of getting enough
seafood, " she said.
Salmon has often been a loss leader in an effort to drive traffic to the
case, Bushman said, but Kvaroy's price reflects the cost of production
and the premium needed to farm salmon.
" It means that we do not see fluctuations in the market as other
producers might, " she said.
At specialty retail stores, there is a " unique ability to charge a
premium to their customers and share the provenance of the fish, the
family story and the importance of supporting it, " Bushman said.
" This specialty category represents a place where a customer can
authentically have their food dollars match their values. We hope that as
our products are better known in the market that this will be the driver
that grows sales. "
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