The Alaska Seafood Marketing Institute (ASMI) is a public-private partnership dedicated to promoting the value and sustainability of wild Alaska seafood worldwide. Operating globally with regional offices including one in Bangkok, Thailand, ASMI plays a vital role in connecting international buyers with high-quality, responsibly harvested seafood from the pristine waters of Alaska.
Organization Overview
Headquartered in Juneau, Alaska, ASMI serves as the official marketing arm of the State of Alaska's seafood industry. It works in cooperation with the Alaska Department of Commerce, Community, and Economic Development and is supported by the Alaska seafood industry through a voluntary marketing assessment.
In Southeast Asia, ASMI operates through its regional office in Bangkok, Thailand, focusing on expanding Alaska seafood's presence across ASEAN markets, including Thailand, Vietnam, Malaysia, and Singapore.
Core Function and Product Portfolio
ASMI does not directly sell seafood but facilitates market development, consumer education, and trade support for a wide range of Alaska seafood products. These include:
Wild Alaska Seafood Species
- Salmon: Sockeye, Coho, Pink, Chum, and King Salmon
- Whitefish: Alaska Pollock, Yellowfin Sole, Rockfish, and Pacific Cod
- Specialty Seafood: Black Cod (Sablefish), Herring, Atka Mackerel
- Shellfish: Alaska Snow Crab, King Crab, Dungeness Crab
Value-Added Seafood Products
- Frozen Fillets
- Canned Salmon and Crab
- Smoked and Marinated Products
- Surimi (Alaska Pollock-based)
- Roe and Caviar
These products are supplied by Alaska’s regulated commercial fisheries, which are globally recognized for sustainable harvesting methods and strict resource management.
Specialization and Unique Selling Proposition
ASMI’s value proposition includes:
- Sustainability Certification: All Alaska seafood is certified sustainable by the Responsible Fisheries Management (RFM) program and recognized by international sustainability benchmarks including the Marine Stewardship Council (MSC).
- Wild-Caught Only: Alaska prohibits fish farming by law, ensuring all seafood is 100% wild.
- Traceability and Quality Assurance: Partner suppliers maintain full traceability and adhere to HACCP, FDA, and export-level certifications.
- Market Research and Trade Support: ASMI provides chefs, retailers, and importers with culinary training, promotional toolkits, and detailed species data.
Target Market
ASMI’s focus in Southeast Asia includes:
- Seafood Distributors and Wholesalers
- Hotel and Restaurant Chains (HORECA)
- Retail Supermarkets and Gourmet Food Stores
- Importers and Cold Chain Logistics Partners
Key markets in the region:
- Thailand
- Vietnam
- Philippines
- Malaysia
- Singapore
These markets show increasing demand for clean-label, wild-caught, and sustainably sourced seafood products.
Capabilities
- Trade Promotions: Organizes Alaska seafood-themed promotions, cooking demonstrations, and import/export forums.
- Buyer Support: Offers matchmaking between Southeast Asian buyers and U.S.-based suppliers.
- Educational Campaigns: Training programs for chefs, culinary schools, and nutritionists on preparing and promoting Alaska seafood.
Financials and Trade Data
ASMI itself is a non-profit entity funded by:
- State of Alaska
- U.S. Department of Agriculture (USDA)
- Voluntary Contributions from Seafood Processors
Trade Statistics for Alaska Seafood (2023)
- Total Export Volume: Over 1 million metric tons
- Top Export Destinations: China, Japan, South Korea, Thailand, Germany
- Export to ASEAN Region: Approx. 75,000+ metric tons, led by Pollock, Salmon, and Crab
- Thailand-specific: Major importer of Alaska Pollock and King Crab via cold-chain seafood processors and foodservice suppliers
Certifications and Compliance
- Responsible Fisheries Management (RFM) Certified
- Marine Stewardship Council (MSC) Certified (by participating fisheries)
- FDA and USDA Compliant Export Standards
- HACCP Implementation across Supply Chain
- Sustainability Benchmark Compliance: GSSI-recognized schemes
Industry Feedback
“Alaska seafood is increasingly popular in Thailand’s premium foodservice segment. Consumers are looking for clean, wild, and sustainable sources — and ASMI’s educational outreach supports that trend.”
– Executive Chef, Bangkok Fine Dining Group
“As a distributor, the Alaska Seafood label gives our buyers trust. We rely on ASMI for sourcing guidance and trade show exposure.”
– Seafood Importer, Vietnam
Major Achievements
- Established strategic presence in Southeast Asia since 2015, with localized promotional campaigns and training programs.
- Featured in THAIFEX Anuga Asia and other major seafood trade shows in ASEAN.
- Collaborated with USDA and American embassies to conduct chef training programs in Bangkok and Hanoi.
- Developed regional partnerships with retail chains such as Gourmet Market (Thailand) and Aeon (Malaysia).
By aligning sustainability with traceable wild-caught sourcing, ASMI continues to enhance the reputation of Alaska seafood in Southeast Asia, providing both consumers and businesses access to premium, healthy ocean resources.
