SeaFood Business

APR 2014

SeaFood Business is the global trusted authority for seafood buyers and sellers. We are the seafood industry's leading trade magazine with more than 30 years of experience. Our coverage is based on the "business" of buying and selling seafood.

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Special Feature Visit us online at April 2014 SeaFood Business 41 a burger. Everybody knows all these good things about it, and they know how to cook it." Tough best known for its tuna products, Chicken of the Sea in San Diego has also been investing in pink salmon's diversifcation. "In 1984, Chicken of the Sea became the frst to in- troduce skinless and bone- less canned pink salmon. We went on to introduce skinless and boneless pink salmon in convenient foil pouches in 2002 — becoming the frst in the industry to do so, in the process," says Christie Fleming, senior VP of mar- keting, who said the com- pany is showcasing products like its salmon pouches as it celebrates its 100th anniver- sary this year. "Chicken of the Sea was early to realize the impor- tance of packaged, easily accessible seafood, not only as a key mealtime staple, but as an afordable protein source," says Fleming. "We also recognized salmon as an essential ingredient in many kitchens. With our grow- ing line of salmon pouches, and other Chicken of the Sea products, we specifcally target consumers wanting to combine taste, nutrition and convenience." For its canned pink salm- on marketing campaign, ASMI intends to reach out to "über" athletes by ad- vertising in magazines that specifcally cater to that au- dience, including Women's Running, Triathlete, Run- ner's World, Bicycling and Competitor, and promoting the product at rock 'n' roll marathons, a road-running series where race routes are lined with live bands and cheerleaders. "Te über athletes of- fer an opportunity for us because it's such a healthy, lean protein that's also very easy to prepare. So as people are looking for healthy pro- teins, this stacks up nicely," says Fick. Te campaign, which includes retail, foodservice and international eforts, won't be leaving behind pink salmon's traditional customers. Te highest con- centration of canned pink salmon is consumed in the Southeast, in markets such as Charlotte and Raleigh, N.C., Atlanta, Birming- ham, Ala., Baltimore, Lou- isville, Ky., and Nashville, Tenn. Tose customers will be receiving coupons and other promotional material. To get more people to eat canned salmon, Sunderland believes the smaller can size will help, along with educa- tion about the product. "I think we have to build a campaign around the nu- tritional profle of canned salmon and how it aligns with people's interests right now. It's about the most nutritious product you can buy," he says. "It's canned, it can sit for a long time in your pantry, it's convenient — it's got all that going for it. It's going to take an educational efort to get that out in front of people." Email Assistant Editor Melissa Wood at "There's been long-term growth. Pink salmon is an abundant resource. It's good eating fish and so there's no reason that value-added development should slow down anytime soon." — Tom Sunderland, VP of marketing and communications, Ocean Beauty Seafoods What's in Store Continued from page 36 Behind the Line Continued from page 38 business. Tat's why we have grown — there is no debt," Speckman says. Te growth of Locals was made possible by forming re- lationships with North Caro- lina's long-established fsh houses. "Many people buy directly from fshermen. It is better for us to go through fsh houses: We have built relationships with them and they are the foundation of our business. Tey look out for us, and make sure we have the product where and when we need it," Speckman says. Te growth has allowed Locals to employ six full- time employees and seven part-timers. A traditional retail shop is possible for Locals down the road. "We looked at the costs versus the benefts. It depends how this company evolves over the next couple of years," Speckman says. However, Locals has become so entrenched in Raleigh- area farmers markets that Speckman considers them to be viable retail outlets. "For example, the Raleigh State Farmers Market is our fag- ship retail store. We will be there fve days a week in the summer," Speckman says. And the farmers market- wholesale business mix is clearly paying of for Locals. "Each month we are cash- positive. We haven't had a bad month yet," Speckman says. Contributing Editor Christine Blank lives in Lake Mary, Fla. of the Unsung Heroes en- trées have increased by 400 percent over the years, dem- onstrating that they are not just palatable, but popular. On a recent February eve- ning his staf prepared 50 plates of sturgeon liver, a dish he never imagined would be so well received. "It's always challenging to make an interesting menu that sells, but that's also Ocean Wise-approved or in keeping with the best alter- natives on the Monterey Bay Aquarium's Seafood Watch program," he refects. "You look at those organizations' judgments of what species are good and what's bad and you have to make your own mind up about what you can stand behind. I've learned that everything is not always black and white — I have to talk to my suppliers, read sto- ries online and then decide for myself what I can serve." Contributing Editor Lauren Kramer lives in Richmond, British Columbia The subscription service "forces [customers] to try things they would not have tried previously." — Ryan Speckman Chef Frank Pabst's Unsung Heroes is turning diners onto underutilized species. 36_WhatsInStore_38btl_40SpecFeat_41jump.indd 41 3/24/14 3:23 PM

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