Supermarket Perimeter - September 2022 - 58

Seafood
MCause
ARKETING
BY ANDY NELSON
58 - SEPTEMBER 2022
IN 2021, BENSENVILLE, ILL.-BASED FORTUNE FISH & GOURMET
FOUND ITSELF IN A DILEMMA.
Because of limited crab supplies due to a new Alaskan catch quota,
Fortune found itself hustling to find product to fill orders and keep
prices at levels the market could bear.
The solution was a supply of snow crab product from Russia. Then
2021 turned into 2022, Russia invaded Ukraine and suddenly there were
obvious problems with sourcing crab or anything else from Russia.
" We were stuck with all this Russian crab and weren't sure what to do
with it, " said Keane Amdahl, a Fortune marketing director. " The general
consensus was: People don't want to buy Russian crab. "
But Fortune already had abundant supplies, purchased before the
invasion. Throwing it all away wasn't a responsible thing to do, either.
" We're committed to not sourcing any more Russian product, but you
can't let what you have go to waste, " Amdahl said.
The solution the company came up with was to create a big
promotion at Fortune's Coastal Seafoods retail stores in Minneapolis
and St. Paul, Minn. Russian crab is being sold at a good price point and
Fortune is donating 25% of the sales of it to World Central Kitchen's
efforts to provide Ukrainians affected by the war with hot meals.
Fortune Retail Director Christopher Blankenbaker said that Alaska
has historically has been the largest market to domestically source the
product from.
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Supermarket Perimeter - September 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - September 2022

Supermarket Perimeter - September 2022 - Intro
Supermarket Perimeter - September 2022 - 1
Supermarket Perimeter - September 2022 - 2
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