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Tuesday, October 18, 2022

Alaska After a record 2022 sockeye harvest, Bristol Bay focusing on getting fish to market National Fisherman by Guest Author: Emmanuel Samoglou - October 17, 2022 With a record sockeye season in the books for Bristol Bay, the largest salmon fishery in the U.S. state of Alaska, industry players are now focusing on getting this year’s harvest to market. https://www.nationalfisherman.com/after-a-record-2022-sockeye-harvest-bristol-bay-focusing-on-getting-fish-to-market Survey Shows Americans Eyeing More Pollock Purchases Compared to Last Year Urner Barry by Ryan Doyle - October 18, 2022 A recent survey issued by the Association of Genuine Alaska Pollock Producers (GAPP) showed an increase in the “intent-to-purchase” Wild Alaska Pollock among American consumers. The survey results were shared by Ketchum with the audience at the fourth-ever Wild Alaska Pollock Annual Meeting on October 17. Americans’ intent to purchase pollock in the next 30 days jumped by 7 percentage points, which was the highest increase of any competing pollock product including Tilapia, Cod or Haddock. “That likelihood [to purchase], the familiarity, the awareness—all of those indicators have significantly jumped over the last year,” said Ketchum Global Head of Analytics Mary Elizabeth Germaine. “Intent to eat within the next 30 days is at 31%--and that’s closing the gap between Wild Alaska Pollock and its competitive set. On awareness, the gap between Wild Alaska Pollock and Cod—we’ve narrowed that gap by 2% this year. While we are growing our awareness, we’re also closing in more on our competitive set and that’s great news.” At the event, Germaine broke down the all of the highlights and takeaways from the survey. GAPP noted that the study includes an “online survey of a nationally representative sample of Americans, around 1,000, to measure mass awareness and familiarity of Wild Alaska Pollock with consumers. The results are then compared to Wild Alaska Pollock’s whitefish competitors.” “There’s a continued upward trend of overall familiarity with Wild Alaska Pollock. Often, as you’re educating people and introducing more and more people to a category, you begin to see a neutralization of opinion,” said Germaine. “What’s interesting here is we’ve seen that continuity in perception. Even as we’re educating new people on Wild Alaska Pollock—perception of the fish overall is remaining incredibly positive.” Germaine presented alongside Ketchum Director of Analytics, Lauren Hasse. The duo broke down how inflation and current economic conditions in the U.S. provide an opportunity for surimi seafood. “Surimi seafood has a new opportunity throughout this time of inflation to bring in consumers—we can show them through continued recipe inspiration, such as the influencer content we showed earlier today, that there’s new amazing options out there that are not sacrificing anything,” said Hasse. “Inflation is hitting consumers hard,” added Germaine. “Inflation is bringing a slew of new consumers into the category that have never been there before—this is a moment for education. A lot of these consumers haven’t heard of Wild Alaska Pollock or haven’t visited the frozen food aisle before and that’s a huge opportunity to connect to these new consumers and talk about the fish’s attributes.” The “surround sound” effect was another topic of discussion for the pair. Germaine explained that because people are seeing Wild Alaska Pollock more due to GAPP's marketing efforts, people are being exposed to the product in a different way than in years past. “Fifty-five percent of consumers have found more recipes to for Wild Alaska Pollock, again, tied directly back to some of the direct-to-consumer influencer marketing work. And forty-three percent say it has been easier to find than Wild Alaska Pollock products—which can be tied directly to some of GAPP’s partnership programs,” said Germaine. “Meeting consumers at different touchpoints, it’s important we’re not only meeting them online but it’s also important that they’re seeing it in the store or dining out. That true 360-degree campaign is really having an impact.” This sentiment was echoed by GAPP Chief Executive Officer, McDonald’s Director of Global Fish and Pork Sourcing Jason Cervone. I would say that the brand equity, particularly in the U.S., of Filet-O-Fish has been impacted quite positively by the labelling. It pulls people’s mind away from perceptions of dirty Tilapia ponds and the like,” said Cervone. “I think the industry already has [told a better story]. I’ve seen fantastic videos produced by GAPP and its members. I know there are more out there; it’s just a matter of getting them into customer’s hands so they can work with them and potentially use them in consumer-facing facing messaging.” Full results from the survey are expected to be live on the GAPP website in the coming days. https://www.seafoodnews.com/Story/1237500/Survey-Shows-Americans-Eyeing-More-Pollock-Purchases-Compared-to-Last-Year National Salmon stays hot in otherwise gloomy US grocery consumer report Seafood Source by Christine Blank - October 17, 2022 Americans’ purchasing habits are being further affecting by inflation, leading to them reduce their fresh and frozen seafood purchases. https://www.seafoodsource.com/news/foodservice-retail/salmon-stays-hot-in-otherwise-gloomy-us-grocery-consumer-report Labeling and Marketing 3MMI - Pacific Cod: Do You Have Supply Secured Until 2023? TradexFoods - October 17, 2022 As we sail past mid-October, it's that time of year again when the Alaska Cod (and Alaska Pollock) season winds down, and buyers should be looking at securing their future needs. The Pacific Cod fishery in Alaska is now 83% harvested (and Alaskan Pollock groundfish fishery is now 97% harvested). https://www.youtube.com/watch?v=FcBv1_TYCGc&t=6s FYI’s Filipino American historian and former Alaskero recalls comradery in Alaska canneries KDLG by Yvonne Krumrey - October 14, 2022 Canneries are a big part of Alaska’s history. Throughout the 20th century, waves of immigrants — primarily from the Philippines — came to work alongside Alaska Native people in the canneries. https://www.kdlg.org/fisheries/2022-10-14/filipino-american-historian-and-former-alaskero-recalls-comradery-in-alaska-canneries Pacific Seafood Processors Association 1900 W Emerson Place Suite 205, Seattle, WA 98119 Phone: 206.281.1667 E-mail: admin@pspafish.net; Website: www.pspafish.net Our office days/hours are Monday-Friday 8:00 A.M. - 5:00 P.M. In accordance with Title 17 U.S.C. Section 107, any copyrighted work in this message is distributed under fair use without profit or payment to those who have expressed a prior interest in receiving this information for non-profit research and educational purposes only. *Inclusion of a news article, report, or other document in this email does not imply PSPA support or endorsement of the information or opinion expressed in the document.

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