Exhibiting at Seafood Expo North America 2025

The Alaska Seafood Marketing Institute (ASMI), headquartered in Juneau, Alaska, is a state-supported nonprofit organization that serves as the global marketing arm for Alaska’s commercial seafood industry. Established in 1981, ASMI works to increase the value of Alaska seafood products through domestic and international marketing, sustainability advocacy, education, and industry support programs.

Core Business

ASMI’s primary mission is to promote the benefits of wild and sustainable Alaska seafood, both domestically and globally, and to position Alaska as the world’s premier source of high-quality, responsibly managed seafood. The organization is funded through a combination of industry self-assessments and federal grants, and it partners with harvesters, processors, distributors, chefs, retailers, and governments to build demand for Alaska seafood products.

ASMI manages strategic initiatives across:

• Consumer and trade marketing
• Foodservice and retail promotions
• Export marketing and trade missions
• Sustainability communications and certifications
• Industry education and research

Product and Service Offerings

ASMI promotes a wide portfolio of wild, sustainably harvested Alaska seafood products, including:

• Wild Alaska Salmon

  • Includes Sockeye, Coho, Chinook (King), Pink, and Keta species

• Alaska Whitefish

  • Pacific Cod, Alaska Pollock, Halibut, Black Cod (Sablefish)

• Alaska Shellfish

  • King Crab, Snow Crab, Dungeness Crab

• Alaska Flatfish

  • Sole and Flounder species

These species are marketed under the Alaska Seafood brand in partnership with processors, wholesalers, and international buyers. ASMI provides marketing materials, recipe development, trade shows, culinary events, and point-of-sale campaigns.

Specialization and Core USP

ASMI’s greatest strength is its stewardship of the Alaska Seafood brand, which is globally associated with:

• 100% Wild-Caught Seafood
• Rigorous Sustainability and Fisheries Management
• Traceability and Quality Assurance
• Brand storytelling rooted in Alaskan heritage, environment, and fishermen

Alaska’s state constitution mandates sustainable fisheries management, making it one of the world’s most respected seafood sourcing regions. ASMI capitalizes on this through sustainability messaging, third-party certifications, and supply chain transparency.

Financial Overview

ASMI operates with a hybrid funding model, primarily supported by:

• 1% Seafood Marketing Assessment collected from Alaska seafood processors
• Federal Market Access Program (MAP) funds administered by USDA Foreign Agricultural Service
• McKinley Research and internal evaluations estimate Alaska’s seafood industry contributes over $5.6 billion annually to the state economy

ASMI’s annual budget ranges between $20–25 million, with funds allocated across U.S., Asian, and European marketing programs, research, industry education, and promotional efforts.

Shipment and Export Data

Alaska is one of the largest seafood producers in the world, and ASMI’s work directly supports its global trade:

• Seafood Export Value (2023): Over $3.2 billion
• Top Export Markets: China, Japan, South Korea, EU (Germany, Netherlands), and the U.S.
• Over 1 million metric tons of Alaska seafood exported annually
• Alaska Pollock and Salmon account for more than 60% of exports by volume

ASMI facilitates export growth through international trade shows, buyer education, market access research, and support for sustainability certifications.

Target Market

ASMI supports both B2B and B2C engagement globally:

• Retailers: Branded and private label partners
• Foodservice Distributors and Chefs
• E-commerce Seafood Platforms
• Processors and Exporters
• International Buyers and Governments
• Consumers seeking sustainable, wild-caught protein sources

Campaigns are localized for target regions and feature chef collaborations, digital media, and consumer sampling initiatives.

Capabilities

• Global marketing presence in U.S., Japan, China, EU, Southeast Asia, and Latin America
• Research and data analytics for seafood market trends
• Promotional support for retailers and foodservice operators
• Sustainability certification assistance and brand compliance guidance
• Industry training programs and seafood technical resources

ASMI also supports storytelling through documentaries, fisherman profiles, and multimedia campaigns that highlight the culture and environment of Alaska fisheries.

Certifications and Compliance

ASMI promotes and facilitates:

• Marine Stewardship Council (MSC) Certification
• Responsible Fisheries Management (RFM) Certification — an ISO 17065-compliant program recognized by GSSI
• Full compliance with U.S. FDA, NOAA, and global seafood safety standards
• Traceability and sustainability benchmarks required by importers in the EU, UK, and Asia

ASMI’s programs ensure that buyers and consumers can trust the origin and practices behind Alaska seafood.

Customer Testimonials

“We feature Alaska salmon on our menu because our customers care about sustainability, and ASMI’s support has helped our chefs build trust in sourcing.”
— Executive Chef, National Restaurant Chain

“Alaska Seafood’s branding and market access support opened the door for us in Japan. Our Alaska Pollock now features on retail shelves in Tokyo.”
— Export Manager, Alaska Seafood Processor

Major Achievements

• Built Alaska Seafood into a globally recognized brand available in over 50 countries
• Facilitated over $3 billion in annual seafood exports from Alaska
• Developed the Alaska RFM Certification Program, the first GSSI-recognized regional standard in the U.S.
• Hosted and participated in 100+ international trade shows and culinary expos each year
• Created one of the industry’s most robust multimedia content libraries on sustainable seafood

With over four decades of experience, ASMI continues to lead the seafood world in sustainability, brand excellence, and market development for Alaska’s unmatched ocean harvest.