What messages are most likely to make consumers buy and eat more seafood?
“What we know now is that the consumer not only wants a product that is good for them, but good for the planet.”
Michael Kohan, technical program director for the Alaska Seafood Marketing Institute, says ASMI pinned down that message from a global survey.
“We found out that 35 percent of consumers are actually eating more seafood. When we asked those consumers why, the actually identified aspects of Alaska’s seafood aspects or attributes found in our tag lines, “wild, natural and sustainable.”
“Wild” resonates in terms of quality, and “natural” was seen in Alaska’s pristine environment. Consumers said they want to be able to choose a pure source of protein as part of a healthier diet.
Sustainability definitions vary by person and region, Kohan says, but origins and jobs are highly valued.
“The US consumers in the survey thought the origin of seafood, knowing where it is from, was important. As well as by purchasing seafood they were supporting American jobs.”
ASMI believes the already winning “wild, natural and good for the planet messages” give Alaska seafood an advantage in world markets. ASMI will build on the quality, nutrition and sustainability themes, Kohan says, and personalize outreach by telling people why Alaska seafood is good for them and what body parts get the most benefit.
She points out that ASMI is becoming more involved in research that applies Alaska seafood to nutrition.
“For instance, ASMI is working with the industry to understand if omega 3 content found from DHA and EPA fatty acids in Alaska wild salmon is important or can affect the pain that is triggered by inflammation for breast cancer survivors.”
ASMI also is making full use of seafood a part of Alaska sustainability message and expanding markets for fish parts to pet food, nutraceuticals and medical industries.