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ASMI International Activity Report ASMI Northern Europe FY16/17 October 1 to December 31, 2017
General Economic Update The UK and the European Commission have reached agreement specifically on citizens’ rights in December 2017 that allows Brexit discussions to move onto trade talks early in 2018. The agreement locks in the progress made so far allowing for further technical details to be ironed out whilst the second phase of talks takes place. Whilst politically the UK believe this signifies significant progress in the talks, the negotiation is far from complete and it is still presumed that the UK will leave the EU on March 31, 2019 with a transitional or implementation period after this date.
It is hoped that the UK and EU will sign off the formal ‘divorce’ agreement together with the outline of a trading agreement by October 2018 to allow time for approval ahead of the March deadline. Whilst both parties would welcome more than an outline of trading terms, the complexity and detail required suggest that this is unlikely. There remains no solution for the border position between Ireland and Northern Ireland and this creates significant pressure for the UK Government who are reliant on the Northern Ireland DUP party for their majority in the House of Commons. The May Government could still face significant challenges around this issue in the months to come.
In an attempt to boost exports post-Brexit, it is believed that the UK government is exploring membership of the Trans-Pacific Partnership and has held informal discussions. If membership was granted, Britain would be the first member of the trade agreement which does not have borders on the Pacific Ocean or South China Sea. The US withdrew from the TPP in 2017. The UK is not allowed to make any trade deal before it formally leaves the UK and any agreement would also not take place until the revision of the TPP following the US withdrawal.
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The squeeze on UK disposable income has continued to impact consumer confidence which in December reached the lowest level since the Brexit referendum.
The CBI Business Optimism or business confidence index dropped to -11 in the fourth quarter of 32017 from +5 in the previous quarter, the lowest reading since the third quarter of 2016 driven
by deteriorating investment intentions for capital investment and reduced sentiment for exports.
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As predicted, UK interest rates increased by +0.25pp in November, the first increase in more than 10 years. This follows the latest official statistics showing that the UK economy is growing at its slowest pace since 2013. More recent news in the UK macroeconomic data has been limited and mixed and it is believed to be too early to reach a comprehensive conclusion of the impact of this rate rise on the economy. It is anticipated that further rate increases should be expected in 2018 to further stimulate the economy.
The £:$ exchange rate continued its rebound in the quarter showing more stability than recently and maintaining a position between 1.31 and 1.35. It is expected that Sterling could continue to rally in 2018 as markets perceive a reduction in the Brexit risk.
Across the Eurozone, economic growth outstripped that of the USA setting up 2017 as the best year for the currency area in a decade. Although the strong growth for the region was powered by Germany and France, the Netherlands was on track for an expansion in 2017 of 3.3%, the strongest the country had seen since 2007. Meanwhile, consumer price inflation across the region has decreased to 1.4% in line with market expectations. This rate is down from the start of the year rate of 1.8% in January 2017.
Food price inflation for the Euro area remains at 2.2% at year-end although this belies differing fortunes in the Euro countries. Food price inflation remains a key issue in the UK with price inflation here resulting from the reliance of the UK food system on imported product and a currency weakness outlined above.
Economic Forecasts for Calendar 2018: Source OECD
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UK Economic growth is expected to continue to be weak in 2018 and 2019 with private consumption subdued as inflation holds back purchasing power. Although unemployment is expected to remain low, import growth is projected to fall due to weaker private consumption. A transitional deal with the EU is expected to reduce uncertainty. High consumer debt growth, together with stagnant household income, is a major financial stability risk.
Netherlands GDP growth is expected to remain strong and broad based in 2018 and into 2019 driven by private consumption and a strong labor market. Business investment is expected to be vibrant driven by improved economic sentiment. Wages and inflation are projected to rise gradually with labour market reforms expecting to deliver more inclusive growth.
Finland Growth is expected to remain strong in 2018-19 but is likely to slow as private consumption softens due to wage moderation and rising inflation. Economic recovery will continue, although a rapidly aging population will continue to strain public finances and limit growth. Increasing household indebtedness will continue to be a source of vulnerability although less so than in the other Nordic countries.
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Sweden Low interest rates and increasing public spending are fueling a booming economy. Growth is expected to remain solid albeit slowing slightly. Lack of constructible land and labour shortages will slow residential investment. Investment in skills and the welfare system are ongoing and the fiscal position is strong with budget surplus and low debt. Easing of the planning system and housing reform are expected to stabilise house prices and increase labour mobility.
Ireland The Irish economy is expected to continue to grow into 2018 as domestic demand remains solid. Labour market tightening is expected to exert pressure on wages which will feed into higher inflation. Output is expected to expand more slowly due to high external uncertainty over the final Brexit outcome. Private sector debt remains high with poor prospects of debt repayment.
Retail Summary In the UK, the latest shopper sentiment data shows that shopper confidence is weakening. Three in ten shoppers (30%) expect to be worse off in the year ahead however, that still leaves nearly half (48%) of all shoppers believing their financial situation will not change in the next year. People are increasingly shopping around different stores, with more of a value focus, looking for the cheapest products even if it takes more time.
The Consumer Prices Index 12-month inflation rate was 2.8% in September 2017, up from 2.7% in August 2017; it was last higher in March 2012. The main contributors to the increase in the rate were rising prices for food and recreational goods. These upward effects were partially offset by
Food price inflation: % monthly Source Trading Economics United Kingdom 4.1% Ireland -1.2% Finland -0.3% Sweden 2.5% Denmark 2.0% Netherlands 2.5% Euro Area 2.2% EU 2.8%
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downward contributions from clothing prices. After a brief fall, the fish CPI has reached a high of 13.6% which is significantly above the meat CPI of 3.2%.
18.38
12.25
6.13
0.00
Percentage change over12 months -6.13
-12.25 Jul-17 Jul-16 Jul-15 Jul-14 Apr-17 Apr-16 Oct-16 Apr-15 Oct-15 Apr-14 Oct-14 Oct-13 Jun-17 Jun-16 Jan-17 Jun-15 Jan-16 Jun-14 Jan-15 Jan-14 Mar-17 Mar-16 Feb-17 Mar-15 Feb-16 Mar-14 Feb-15 Feb-14 Nov-16 Dec-16 Aug-17 Sep-17 Nov-15 Dec-15 Aug-16 Sep-16 Nov-14 Dec-14 Aug-15 Sep-15 Nov-13 Dec-13 Aug-14 Sep-14 Aug-13 Sep-13 May-17 May-16 May-15 May-14 CPI (overall index) Food Meat Fish
The rising cost of household groceries means shoppers are increasingly turning to supermarket’s own-label products at the expense of branded goods. Over the 12 weeks ending September 9, 2017, consumer spend on supermarket’s own-label products rose 5.5%¹ year-on-year, nearly five times the growth in spend on branded products (up 1.2% year-on year). The average increase in sales across all grocery products was 3.5%. The return of inflation means shoppers are increasingly turning to supermarkets’ own-label products to help manage their weekly grocery spend,” said Mike Watkins, Nielsen’s UK head of retailer and business insight. “Own-brand sales are growing across all major food retailers but fastest at the discounters – Aldi and Lidl – and at the Co- operative, Iceland, M&S and Tesco.”
In addition, the proportion of consumer spend that went on items on promotion rose slightly to 28% with roughly 60% of these promotions being price cuts. This “resonates well with shoppers but may also indicate that the industry is leaning a bit more on short-term price cuts to help smooth inflationary price increases. Watkins also said that “the big supermarkets will need to keep on their
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toes” because nearly two thirds of households now visit a discounter at least once every three months, partly due to the raft of new store openings. “Consequently, the three main challenges are: to grow spend per visit faster; to encourage frequency of visit for different shopping missions and; to have inspiring media campaigns that help build loyalty through to the end of the year and the all-important Christmas shop.”
• Food & Drink retailers should expect a slow start to Q4, with sales accelerating in the six week run up to Christmas. • For the big Supermarkets, there are three challenges ahead: – to grow spend per visit faster than the Discounters – to encourage frequency of visit around shopping missions (to take advantage of the `little and often` trend) – to have inspiring media campaigns in October that help to build repeat visit and loyalty through to the end of the 2017. • With shopper confidence weakening, retailers will need to make sure that their advertising messages resonate with price conscious shoppers. This message will need to sharpen if the threat of an increase in interest rates becomes a reality in the key weeks leading up to Christmas. • Growth from Own Label at the Top 4 and the High Street is expected to continue to exceed brands, allowing shoppers to save money without having to change retailer. • With over 90% of sales explained by Own Label at the Discounters, Discounters may selectively choose premium private label to encourage loyalty and drive incremental sales in the final quarter of 2017.
Latest data from Kantar World panel (released 9.1.18) in the UK shows that the average household put their economic worries to one side to spend over £1,000 on groceries in the three months to December 31, 2017. Despite tightening budgets, shoppers continued to trade up to retailer premium own label options. Overall, sales in the 12 weeks increased +3.8%, an increase of £1bn versus the same period last year. The 22nd of December saw sales of £747m, making it the busiest shopping day ever recorded. Shoppers at this time described travelling beyond their normal area in search of better value or specific products.
At the year end, Aldi and Lidl are both on course to be the nation’s fastest growing supermarket and collectively these discounts attracted over 1m additional households. Tesco remained the fastest growing supermarket in the 12 week season with sales +3.1%, the fastest growth the retailer has experienced since the summer. We await further detail of the seafood component of these sales, expected late January 2018.
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Foodservice specialist, CGA Prestige Foodservice provide a monthly snapshot of food price inflation in the UK specifically for foodservice which due to the nature of the supply chain can often demonstrate different patterns to retail. The most recent release (November 2017) shows wholesale food price inflation easing to 3.4% with prices at their lowest point since January 2017. Although the rate of inflation for foodservice dropped below the consumer price index for the first time, foodservice prices remain 5% higher than CPI when compared to 2015. However, sector experts remain concerned calling the 2018 and beyond ‘uncertain.’
Seafood Performance
Overall, seafood is experiencing significant inflation which is driving value growth but, reducing volume consumption. Value growth has increased in the year to 2.12.17 by +3.7% volume sales declining -3.0%. Whilst there are slightly more households buying seafood (+1.2% to 97% of households), the average volume purchased per trip (-2%) and purchase frequency (-1%) are falling.
Chilled fish is the largest sector accounting for 64.5% of value and 47.4% of volume and its sales value continues to grow (+4.0%) due to inflation. Sales volume however, is declining (-1.8%) despite more households shopping the sector, more often, as they are buying less.
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Frozen is the only sector with value (+4.7%) and unit (0.14%) growth despite inflation as more households are shopping the category. Volume is showing a marginal decline of -0.6% in the most recent period, potentially as a result of the realignment of pack sizes in fingers where unit sales have increased +2.5% but total volume has declined -1.3%.
Ambient is the only sector in overall volume decline which is driven by inflation. Hence fewer households are buying less ambient seafood, less often.
Renewed range and increased focus within the business is beginning to reap rewards for Tesco with a marginal increase in share of trade for total seafood over the last year following period on period declines across 2017. Asda has seen an erosion in share of 0.5pp primarily driven by relatively poor performance within chilled seafood. Aldi and Lidl continue their share growth with Aldi driving share in all sectors.
Sales of frozen pollock have shown a 6% increase in value and 4% increase in volume in the latest year to 2.12.17. Both frozen fingers and frozen battered product have turned in strong performances with double digit growth in both volume and value terms. More households have bought more frozen pollock, more often, at marginally increased prices. This latest period has seen the first increase in penetration for frozen pollock following significant penetration declines across 2016 and 2017. Chilled pollock has all but disappeared from the UK market with unit sales half of those of last year.
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Sainsbury, Asda and Morrisons have all shown share declines across the last year with Iceland being the retailer showing significant share increase now accounting for 15% of total frozen pollock sales.
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NEU Country Statistics summary (Source: tradingeconomics.com)
UK IRE NL DK SW FIN Date GDP Growth 0.4% 4.2% 0.4% -0.5% 0.8% 0.4% Sept 17 rate YoY
Unemployment 4.3% 6.1% 4.4% 4.3% 5.8% 7.1% Oct 17 Inflation 3.1% 0.5% 1.3% 1.0% 1.9% 0.8% Dec 17 Interest rates 0.5% 0% 0% -0.65% -0.5% 0% Dec 17
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Activity Number: M17GXEUNC1- Public Relations Activity Budget Spent to Date: $49,554
Activity Description: A full-scale public relations campaign will be developed to gain positive coverage for Alaska seafood in the UK and Northern Europe. The key messages throughout all communications will be sustainable, wild, healthy, great flavor and versatile. At the same time, media with a particular focus on target audiences of mums, foodies and sports participants will be a priority. The campaign includes: • Proactive issuing of recipes and story angles to consumer titles, constantly feeding them with new ideas for stories, features and nibs. • Bi-weekly recipe alerts shared with food titles and regional publications who do not have access to a test kitchen facility to come up with their own recipes. These alerts will be pegged to season, events and news. • Sending of sample material to food titles to facilitate recipe development in their test kitchens and include in editorial. • Sourcing chef and media attendees for ASMI’s annual Culinary Retreat, agreeing on coverage and return with each attendee and carrying out all pre and post-trip follow up. • Selling-in programming ideas to TV production companies and well known chefs to spark ideas about Alaska seafood • Attending media events on behalf of ASMI • Leveraging media and chef support, such as those who have attended the culinary retreat, to develop an ongoing relationship in the UK market • Syndication of radio programming centered on ASMI’s key messages in particular sustainability. • Actively seeking out profiling opportunities for fishermen and key personnel from the Alaska seafood industry. • Sponsorship of high profile awards and events including Observer Food Monthly awards and Food and Travel awards, with the objective of inclusion of Alaska seafood on the menus. • Development of Facebook and Twitter channels to grow followers/likes enabling us to disseminate ASMI key messages and recipe ideas to a wide audience. • Reactive response to press requests. ASMI will run several promotions throughout the year to promote Alaska seafood to the consumer.
ASMI will run several competitions throughout the year in print and in ambient media, such as in restaurants, to promote Alaska seafood at the point of purchase or via strategic media partnerships.
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Where possible, data will be gathered from each of these promotions for future email communications of recipes and ideas. Competition prizes will be provided by the tourism partner at no additional cost to ASMI.
In addition, ASMI will look to develop partnerships with influential organizations, such as health clubs and fitness brands, in order to increase awareness of Alaska seafood to a health-conscious audience.
Product Supply
Date of Activity: July 2017 to June 2018
Summary of Activity: To support events and tradeshows, ASMI NEU allocated spend towards product supply. This will cover the UK only. So far this quarter, ASMI NEU has covered the cost of product for the following activities:
• 2 x stop action videos (Wild Alaska Pollock, Prawn and Pea Biriyani and Wild Alaska Salmon Celebration Roast) • Jose Souto: USA lunch (sockeye) • Filming Dale Pinnock videos (sockeye, keta and coho) • Blogger Outreach: A Mummy Too (salmon) and Fitness on Toast (pollock)
Media Clippings
Date of Activity: July 2017 to June 2018
Summary of Activity: In order to monitor our media and be able to send through full reports and clippings of media coverage we need to engage the services of a media clipping agency. This covers the UK.
Current Quarter Results: Please see “Annex 1 – Clippings Q2”
Cumulative Fiscal Year Results: Same as above
Food4media
Date of Activity: July 2017 to June 2018
Summary of Activity: In order to be up to date with the food media requests we have signed up for the Food4Media platform to always look for coverage opportunities to promote Alaska Seafood in the food publications.
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Current Quarter Results: Please see “Annex 1 – Clippings Q2”
Cumulative Fiscal Year Results: Same as above
Stop Action Videos
Date of Activity: October to December 2017
Summary of Activity: ASMI NEU created a series of four stop action filmed videos for use on social media channels. The videos are short in length (max 30 seconds) and each show a recipe using different Alaska seafood products.
Current Quarter Results:
DropBox link: https://www.dropbox.com/sh/my7hl0wlmtcxty8/AABGHI2L_4OcoX7gAvVuMEYca?dl=0
Recipe 2: Alaska Salmon Goat’s Cheese Tart
Recipe 3: Alaska Pollock Biriyani
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Recipe 4: Wild Alaska Salmon Celebration Roast
Cumulative Fiscal Year Results: Same as above
Virtual Reality
Date of Activity: September to November 2017
Summary of Activity:
ASMI NEU worked with TopLine Comms to create a virtual reality video. The project included the production of a 360 video, the production of a video app making the video as accessible as possible and branded goggle boxes.
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In line with ASMI's revised online focus, NEU wanted to develop a 360 video that encapsulated the essence of Alaska and the importance of the fishing industry. The video focused on a fishing family giving viewers a more rounded perspective of the Alaska salmon story.
The production of the video was billed to FY17. This activity, however, covers additional costs incurred: travel costs for crew, equipment rental, production of cardboard virtual reality viewers (500 units) for promotional purposes.
As part of ASMI NEU's ongoing activity, the VR video will be rolled out at festivals, exhibitions, experiential events and catering colleges. It will also be made available for viewing online at www.alaskaforeverwild.com.
Current Quarter Results:
Final videos: https://www.dropbox.com/s/sp8z5b07lkvv0le/toplinecomms-37b704.zip?dl=0
Headsets:
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Cumulative Fiscal Year Results: Same as above
Dale Pinnock
Date of Activity: July 2017 to June 2018
Summary of Activity: ASMI has filled the consumer facing ambassador role with Dale Pinnock. Dale Pinnock is a British food writer, chef and TV personality who specializes in the medicinal properties of food. He has a degree in human nutrition and post graduate in nutritional medicine. He has published a number of successful cookbooks and recently co-opened a healthy eating delicatessen in London called SANO.
Dale is also a fish and seafood advocate. He regularly promotes the consumption of fish and seafood within the diet and as such has agreed to partner with ASMI to raise the profile of Alaska Seafood's health and nutritional benefits on a B2C basis.
Current Quarter Results:
DropBox link to download filmed videos: https://www.dropbox.com/sh/kga7sovtgio5qux/AAAf55xm-_s6Y2Z4ZhvDcJVJa?dl=0
First blog post:
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Social media:
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Cumulative Fiscal Year Results: Same as above
Adam Reid Ambassador Role
Date of Activity: July 2017 to June 2018
Summary of Activity: Chef Patron of The French, Adam Reid agreed to become ASMI NEU's foodservice ambassador for FY18. The partnership has been designed to raise the profile of Alaska seafood within the foodservice sector and encourage a greater uptake of Alaska products amongst chefs, restaurants and hotels.
Current Quarter Results:
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Coverage received:
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Menus:
Three course menus
Six course tasting menu
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Lunch menu
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Social media:
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Cumulative Fiscal Year Results: Same as above
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Blogger Outreach Program
Date of Activity: December 2017
Summary of Activity:
ASMI NEU continued its blogger outreach program for the Christmas campaign - 'I'm dreaming of a light Christmas' - which took place in the week leading up to the 25th of December. NEU commissioned two bloggers to create festive recipes using wild Alaska salmon and pollock. Their posts included our key messages: wild, sustainability, health and cook from frozen.
Pollock: Faya Nilsson, Fitness on Toast, was originally a healthy and unusual recipes blog that expanded to offer nutritional tips, to communicate informative workout ideas and to curate fitness fashion looks. In return for the investment, ASMI received:
• 1 x Branded Instagram recipe (125,000 followers) • 2 x Tweets on the recipe (23,800 followers) • 1 x Facebook post on the recipe (28,477 followers) • All using relevant brand handles/hashtags
Salmon: Emily Leary, A Mummy Too - is a multi-award winning food and lifestyle blog posting daily recipes, tips and video guides for anyone who believes a shortage of spare time shouldn’t mean you can’t enjoy beautiful, delicious things.
In return for the investment, ASMI received:
• 1 x Branded recipe based blog post • 1 x Post per Facebook (21,419 followers), Twitter (40,772 followers) and Instagram (29,569 followers) accounts
Current Quarter Results:
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A Mummy Too
Blog post:
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Facebook:
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Twitter:
Instagram:
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Fitness on Toast
Facebook:
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Twitter:
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Instagram:
Cumulative Fiscal Year Results: Same as above
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Activity Number: M17GXEUNC2- Consumer Advertising Activity Budget Spent to Date: $0
Activity Description:
ASMI will continue its consumer advertising schedule to promote Alaska seafood’s key facets in particular providing recipe ideas for canned salmon, a sector requiring support in the NEU market. In order to achieve increased cut through, ASMI will establish strategic partnerships with publishing houses to maximize return on investment. ASMI promotions will feature in print publications and online, also integrating social media support from publishing houses. Publications will focus on our core consumer targets of ASMI product buyers namely foodies and sports participants.
Where possible, promotions will also be taken out of the publishing environment such as supporting sporting events or festivals to allow greater engagement with customers. ASMI will also pursue these events as opportunities for sampling/marketing and promotions.
The call to action for all activity will be to the ASMI website www.alaskaforeverwild.com for recipes and the ASMI social media channels for ideas and to learn more about Alaska seafood. Where relevant, recipe books will be given away.
Current Quarter Results:
N/A
Activity Number: M17GXEUNT1- Trade Advertising/Public Relations Activity Budget Spent to Date: $0
Activity Description: ASMI will employ continued harnessing of relationships within the main trade publications across all relevant sectors, from catering and restaurants to fish and food trade press. Targeted press releases will be distributed to these media outlets, as well as individual sell in’s and responses to forward feature briefs.
Main materials will include news updates, trade events and incentives, fishery certifications, new brand partnerships and important milestones with processors, distributors and supermarkets to raise awareness of ASMI’s activities in NEU.
ASMI will issue newsletters to trade partners informing them of any developments and news that is relevant to their businesses. The newsletters will ensure ASMI remains relevant to and top-of- mind with key buyers and contacts, continuing to build on the profile of ASMI in the market.
ASMI will use trade shows to raise the profile of Alaska seafood and to make new trade contacts, such as the Seafood Expo Global in Brussels and a number of strategic trade fairs and initiatives,
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such as trainings and briefing sessions. The goal here will be to ensure that sustainability from an Alaskan perspective is brought to the forefront and that ASMI is visible in front of the industry.
LEAP Launch
Date of Activity: October to December 2017
Summary of Activity: ASMI NEU supported the launch of LEAP - a new range of salmon products exclusively using Alaska sockeye and keta - on the 18th October 2017, which coincided with Alaska Day.
LEAP was launched at Hearst - a publication house that plays home to Good Living, Best, Cosmopolitan, Country Living, Digital Spy, ELLE, ELLE Decoration, Esquire, Good Housekeeping, Good Housekeeping Institute, Harper's Bazaar, House Beautiful, Inside Soap, Jamie, Men's Health, Net Doctor, Prima, Real People, Red, Reveal, Runner's World, Town & Country and Women's Health - with a pop up restaurant serving breakfast and lunch to all staff members. In total, Hearst reaches over a third of UK women, and a quarter of UK men across four million magazines and 17 million digital unique users through their 23 magazine brands.
The event was promoted amongst Hearst staff via an e-newsletter, intranet mention and social media posts. ASMI NEU and LEAP attended on the day and engaged in social interaction with members of staff who tweeted / posted about the LEAP range.
MENU: • Breakfast: Leap Smoked Salmon bagel, avocado and lemon crème fraiche, rocket • Lunch: Maple and chilli glazed Leap Salmon, raw slaw, Alaskan BBQ sauce and crispy lettuce AND Asian Hot Smoked Leap Salmon, pickled cucumber, wasabi mayo and Asian leaf
ASMI's investment covered half of the venue costs and branded materials. (LEAP covered the cost of staffing, product, recipe ingredients and delivery van rental as well as half the venue costs and branded materials).
‘CHRISTMAS BY THE RIVER’ Following the success of this event, LEAP secured a space on London's Southbank throughout December. LEAP sold a range of different dishes including a salmon burger. ASMI NEU agreed to cover half the cost of the second re-print of the co-branded wrapping paper.
Current Quarter Results:
LEAP Launch:
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Head of Marketing at Men’s Health, Women’s Health and Runner’s World:
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Deputy Show Biz Editor at Best Magazine:
Art Editor, Hearst Magazines:
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Jack Davies:, Hearst UK:
‘Christmas By The River’:
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Cumulative Fiscal Year Results: Same as above
Activity Number: M17GXEUNT2- Retail Merchandising Activity Budget Spent to Date: $54,411
Activity Description:
Retail merchandising remains of great importance for increasing penetration of Alaska seafood into the NEU market. Consumers are strongly influenced at the point of purchase, especially if twinned with a price promotion. ASMI will work with the top five retailers in partnership with key brands like Youngs, Princes and John West and wholesalers such as New England Seafood to promote Alaska products to the end consumer. Messages will center on sustainability, versatility (especially of canned salmon), and health benefits.
Promotions will be a mix of in-store and online activity. Online food shopping continues to grow, and whilst it is still a small market compared to offline, shoppers can be influenced more at a lower marketing cost. Additionally, once the product is in the basket from one shop, studies have shown that the likelihood of repeat purchase is greatly increased online.
ASMI will work with these established brands to promote their Alaska seafood products in retailers’ consumer communications such as e-newsletters, through social media, direct mail and customer magazines. As part of ASMI’s negotiations in the development of retail merchandising campaigns, ASMI will seek to twin activity with price promotions funded by the brand in order to ensure significant sales growth for each promotion.
In parallel, ASMI will work alongside the brands and, in collaboration with their development teams, work on developing new and innovative products to bring to market. This will be achieved by demonstrations in their development kitchens and collaborations with Alaska seafood specialist chefs working as advisors to the development teams.
Expenses
Date of Activity: June 2017 to July 2018
Summary of Activity: Travel in connection with Industry and Media Outreach program during FY18.
Current Quarter Results: N/A
Cumulative Fiscal Year Results: Same as above
Bart’s Fish Tales
Date of Activity: November 2017
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Summary of Activity: As part of ASMI NEU's continued partnership with Fish Tales (a company based in the Netherlands that supplies Alaska salmon to retailers in UK and Netherlands, foodservice in Netherlands and home delivery recipe boxes), ASMI sponsored the launch of Bart van Olphen's book at Jamie Oliver's new HQ in North London. The event was attended by approximately 75 people including Jamie Oliver himself as well as foodservice, trade and industry members.
ASMI's participation fee covered the cost of the ASMI logo appearing on the invitation as well as a tasting table serving smoked and hot smoked salmon, inserts into the goody bags (branded aprons and leaflets) and a sponsor’s mention in the speeches.
ASMI recruited an experienced chef from Billingsgate Seafood School to prepare the salmon on the night.
ASMI NEU also negotiated four copies of Bart's new book to giveaway on ASMI social media competitions FOC.
Current Quarter Results: -
Invitation:
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Images:
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Social Media Competitions:
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Cumulative Fiscal Year Results: Same as above
Hot Cod, Sweden
Date of Activity: July 2017 to January 2018
Summary of Activity: Hot Cod is a Swedish supplier that has developed a product called 'Hot Cod' for the Swedish market. It is a hot dog style wild Alaska pollock sandwich which is retailing in the ICA-group in Sweden which is, by far, the largest retail chain in the country with a +50% market share as well as selling to schools throughout the country.
Marketing activity to support this new product launch included:
• SOCIAL MEDIA: Three different short videos were developed and promoted on Facebook and Instagram, targeting parents in the age group 25-45 who live in the proximity of the retail stores Hot Cod is present in. The videos featured the ASMI logo and Alaska image at the end. Target reach: 500,000 people. (Screen grabs to be shared in Q3 Report). z
• IN-STORE DEMOS: During the fall, Hot Cod conducted 100 tastings in the largest ICA- retail stores to launch the product to the Swedish customer. During the tastings, leaflets containing information about ASMI were handed out to the public telling the story of Alaska pollock.
• SCHOOL POSTERS: ASMI branded promotional posters of Hot Cod were distributed to schools in Sweden to be displayed in dining halls. Reach: 400,000.
• As part of the activity, Hot Cod will feature the ASMI logo starting January 2018 on its packs (results to be shared in Q3 Report). Target growth for year one: an increase from 10.6 tons of Alaska pollock to 56.7 tons.
Current Quarter Results: -
DropBox link to download videos: https://www.dropbox.com/sh/ygwa4zpwk1l73p2/AAD9xqPFK2CKTckClAKY6bDja?dl=0
In-Store Demos:
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 50
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 51
School Posters:
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 52
Cumulative Fiscal Year Results:
Sales Figures (in tons): YOY comparison from autumn 2016 to autumn 2017
2016 2017 September 2,144 7,336 October 1,095 8,215 November 1,902 3,996 December 466 3,269
An overall uplift of more than 300%.
Shopping Survey
Date of Activity: July 2017 to June 2018
Summary of Activity: A quarterly review of the Alaska offerings in the UK retail market. This includes coverage of all counter, chilled, ambient and frozen products that can be attributed to Alaskan origin. The review includes all the major retailers and discounters as well as smaller players such as Budgens, Booths and Wholefoods.
The review provides details of the product, the weight, the price, the price per kilo, any promotional activity and where appropriate, the processor or supplier.
In addition, photographic images of all the products will be provided where possible. Details of any errors etc. will be highlighted if and when observed.
Current Quarter Results: The results from this quarter have shown an increase in the number of new frozen products that have been introduced to supermarket stores. Out of these new products, the majority (66%) have been labelled with the name of the type of fish, as opposed to the country that it is sourced from. This is in stark contrast to the last quarter, where all new store products were identified with their fish name, for example Asda’s ‘Breaded pollock fillets.’
There has been an increase in the amount of continued promotions occurring in this quarter. The majority of these products are Alaska pollock products, and consists mainly of the Bird’s Eye Omega-3 fish fingers. Young’s frozen products; ‘Chip Shop battered fish fillets,’ ‘Admirals pie’ and ‘Mariners pie’ – which are all made from Alaska pollock – continue, like last quarter, to be on a constant promotion. Alaska pollock products have continued to shrink over the past few quarters which explains the need for continued promotion on the pollock based products specifically.
The most noticeable statistic this quarter is that there are now fewer products across the sector that have a lower price than they did in the previous quarter. Interestingly, the majority of products that have been delisted this quarter are frozen products. These include Young’s ‘Gastro
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 53 fish pie’ and Bird’s Eye’s ‘2 Jumbo Fish fillets in crumb.’ Had these dishes not been frozen, they might have done better.
For further results please see “Annex 2 – Shopping survey”
Cumulative Fiscal Year Results: Same as above
Frank’s Smoke House Media Event
Date of Activity: September to December 2017
Summary of Activity: In celebration of the opening of Frank Heyn's new restaurant in Amsterdam in summer 2017, ASMI NEU allocated funds to support a trade media lunch. NEU was keen to part-fund this project since the new Smoke House restaurant was set to boast a dedicated Alaska seafood glass display unit in the centre of the seating area.
ASMI NEU sub-contracted TMC to execute the trade media lunch (x20 pax) and also worked closely with Frank Heyn's PR team to develop an extensive timeline and scope of work. Additionally, this JJ covered the issuing of a press release announcing the restaurant launch and a full page advertisment in Vision Magazine.
Current Quarter Results:
Images from September media event (not included in Q1 Report):
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 54
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 55
Revised half page advert in Vision Magazine (FOC) published in December 2017:
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 56
Cumulative Fiscal Year Results: Same as above
Frank’s Smoke House Store Development
Date of Activity: January 2018 (funds spent in FY17)
Summary of Activity: Complementing the nature of Frank's Smoke House and the specialist species that he supplies - ASMI committed $11,000 to the development of a branded glass display unit in the center of the new restaurant, opening in June 2017. The idea behind this was to showcase Frank's use of Alaska salmon in his cooking and retail merchandising.
Current Quarter Results: -
Images:
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 57
Cumulative Fiscal Year Results: Same as above
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 58
Social Media
Date of Activity: October July 2017 to December 2017
Summary of Activity: We created a clearly defined social media strategy, launched Instagram and created content and rejuvenated messaging and brand personality to reflect our new social media plan. We have latched onto cultural moments and trends that are popular offline but ones that are also specific to social too. We have harnessed our ambassadors and have made sure that social has been woven into our PR events to get maximum coverage online and offline.
Social media strategy We created a social media strategy that outlines our mission statement, our content themes, our tone of voice and our KPI’s. The content and messaging that we have produced since then has been aligned to the new social media strategy to ensure we communicate our key messaging in a way that fulfils the new look and feel and to also check that we’re on track with our KPI’s.
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 59
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 60
PR campaigns that have included social media promotion: • Ambassador announcements • Royal Parks Half Food Festival • Leap Wild Salmon event at Hearst for Alaska Day • Bart Van Olphen’s UK launch of Fish Tales • USA Week at Westminster Kingsway College • Promotion video of The Staff Canteen with Adam Reid Online campaigns • #WildAlaskaLightXmas – this included influencer activity and a competition giveaway for four Fish Tales cook books.
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 61
Cultural moments / social trends we’ve latched onto online and / or created social content for: • World Heart Day • Travel Tuesday • Throwback Thursday • Seafood Week • Fish pun day • Curry Week • Diwali • Halloween • Bonfire Night • World Fisheries Day • Thanksgiving • Black Friday • Christmas Twitter • Total number of posts we distributed across Twitter: 78 • How many of those posts reached 2% or over our engagement rate target on Twitter: 36 • How many of those posts received 200 or over our impressions target on Twitter: 67 Facebook • Total number of posts we distributed across Facebook: 41 • How many of those posts reached engagement rate 2% or over on Facebook: 34 • How many posts got 250 reach or over on Facebook: 20
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 62
Instagram • We launched the Alaska Seafood UK account in October 2017 • Total number of posts we distributed across Instagram: 25 • Number of posts that received 10 likes or over: 23 • Total number of comments: 4 • Number of posts that had 50 reach or over – 9 • Number of posts that had 60 impressions and over - 13 Followers • Twitter – 1,319 • Facebook – 5,723 • Instagram - 69 Best performing • Three top performing Twitter posts (these went over and beyond our engagement rate target). They are 4.9% and below.
• Three top performing Twitter posts (these went over and above our target of 200 impressions). Overall, they achieved 3,700 impressions.
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 63
• Three top performing Facebook posts (these went over and above our 2% engagement target), hitting 6%.
• Three top performing Facebook posts (these went over and above our 250 reach target) These are 6.6K.
o 6.6K (2,666 organic / 3,968 paid)
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 64
o 4.2K (934 organic / 3,269 paid) o 2.9k (2,149 organic / 788 paid)
• Three top performing Instagram posts (these went over and above our 10 ‘likes’ target). In total, we received 29 likes.
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 65
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 66
• Three top performing Instagram posts (these went over and above 50 reach), hitting a reach of 80.
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 67
• Three top performing Instagram posts (these went over and above 60 impressions). They achieved 108 impressions.
Activity Number: M17GXEUNH1- Foodservice Promotions Activity Budget Spent to Date: $29,257
Activity Description: ASMI activity in this sector will continue to promote the merits of buying Alaska to feature in menus across the foodservice sector.
The chefs of tomorrow are of importance to ASMI, providing the perfect platform for introducing Alaska seafood during their training and development, looking to encourage loyalty throughout their future careers. ASMI will continue to work with the catering colleges up and down the country, continuing to train and develop these chefs and lecture on sustainability. Materials will be provided to the colleges for the students to use in hands-on demonstrations as part of their courses.
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 68
ASMI will work with trade associations to run dedicated training events for young chefs to educate and inform on the merits of Alaska seafood.
ASMI will continue to provide cookery demonstrations and run chef engagement programs and tastings. These tastings and tests will be a key point of sales growth strategy as currently there is mixed response concerning the quality of some frozen products.
Our approach with the restaurant sector will be twofold. On a regional scale, we will approach small chain restaurants that have autonomy to include their choice of ingredients on the menu and see ‘wild’ as a key point of differentiation. This will ensure that Alaska seafood is demanded by restaurants of their wholesalers. Fish and chip shops and restaurants as a key target for growth as individually run restaurants with great potential buying power.
Secondly, ASMI will target national restaurant companies to develop promotions that have a high visibility within the restaurant space. These will include inclusion in their customer communications, such as e-newsletter and social media channels, table-top promotions to win ASMI prizes and inclusion on the menus. Supporting this effort, we will work with restaurant ambassadors to partner with retail and wholesale buyers to deliver campaigns that target customers with tangible sales outcomes. ASMI will target foodservice events through engagement with selected awards programs. These programs will act as a reminder to all foodservice buyers of the availability of ASMI products in the supply chain and the merits of buying wild Alaskan. ASMI will develop a number of informative materials to target the schools market. These will be distributed to the Local Education Authorities and employees within this sector as part of a campaign with the major suppliers to schools. This activity will bring Alaska origin seafood into the buying decision of these parties.
Current Quarter Results: NA
Cumulative Fiscal Year Results: Four full page ads in Restaurant Magazine, circulation: 15,238
Activity Number: M17GXEUNH2- Foodservice Advertising/Public Relations Activity Budget Spent to Date: $30,245
Activity Description: ASMI will target HRI buyers, restaurant/hotel chefs with a program designed to introduce new recipes and ideas to opinion-formers of the industry, encouraging them to consider Alaska seafood and understand the merits of taste, versatility and quality.
In order to maintain visibility trade publications will additionally be used as targets for editorial features and ASMI will use funds to feature educational advertising to reinforce the merits of buying ASMI products for menus.
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 69
Where appropriate we will work with strategic trade partners to promote ASMI products in partnership.
Universal Cookery and Food Festival
Date of Activity: September 19 – September 20, 2017
Summary of Activity: The Universal Cookery and Food Festival and has been running for the last six years. It is an outdoor, industry only festival and attracts around 4-500 senior chefs and industry professionals. The festival moves around the country to a different, iconic food location each year. This year it took place in Padstow on the 20th of September. The day was based around learning in a fun, outdoor, relaxed environment and brought together chefs, farmers, growers, fisherman, foragers, suppliers and producers. This year they introduced a ‘Surf N Turf’ theater which focused on chefs, butchers and fishmongers demonstrating their skills and explaining the science behind what they do.
ASMI was a headline sponsor, which included the following activity:
• Pre event Communications: o x4 blogs hosted on the UCFF 2017 website o Shared across Twitter, Instagram and Facebook • Dedicated email to UCFF delegates and CGOC members (before & after the event) • x3 Social awareness announcements shared across Twitter, Instagram, Facebook and LinkedIn • Exclusive sponsorship of a competition email to win two tickets to the event exclusively sponsored by ASMI – ASMI NEU didn’t utilize opportunity • Acknowledgements as Headline Sponsor through social media campaign, Twitter, Facebook and Instagram • Headline Sponsor Logo present on: o UCFF ticket o Event Website o Emails o Badges and Lanyards o On the sponsors page in the UCFF 2017 festival guide • Free entry to UCFF 2017 • x2 exhibitors on stand • x5 VIP invites (for clients, guests, and chefs) • VIP Costal Foraging Tour to take place on Tuesday September 19 • Live Onsite o 3 x 2m stand in the exhibition o Logo / branding present on the front of the main stage demo kitchen o Equipment or product to be placed on the main demonstration stage o 30 minute slot on the Surf ‘N’ Turf theatre o Seat on the Sustainable Fish Panel on the main stage
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o Inclusion of product(s) featured in and publicized as part of the delegate menu on the day o Opportunity to feature on the Dingley Dell ‘Dirty Dozen’ BBQ completion in the evening – ASMI NEU couldn’t get hold of any geoducks for BBQ and therefore did not feature o x2 places at the exclusive pre-event dinner o Live Tweeting about being part of UCFF 2017 • Print/Press o Headline sponsors listing and logo in the festival guide to include contact details o Insert in the delegate bags handed out at registration o Full page advert in the festival guide
Current Quarter Results: -
Fourth and Last Blog Post:
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 71
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 72
Twitter:
Cumulative Fiscal Year Results: Same as above
Royal Parks Half Marathon
Date of Activity: October 8, 2017
Summary of Activity: The Royal Parks Foundation Half Marathon is a hugely popular event attracting a capacity field of 16,000 runners each year. Primarily a fundraising event, the majority of these runners will be supporting one of the hundreds of charities partnering with the race. Since its launch in 2008, the Half Marathon has raised in excess of £30million for over 650 charities.
Integral to the day has been the belief that the spectators are as important as the runners – and that the whole family should come to Hyde Park, London together to enjoy the day. Therefore, alongside the marathon, the Foundation hosts a Food & Fitness Festival, which attracts an estimated 50,000 visitors each year.
In support of the health and fitness aspect of the 'We Are Wild' campaign, ASMI NEU participated in the 'Food' element of the festival offering tastings and samples to all. ASMI had a 3m x 3m stand and worked in partnership with Billingsgate Seafood School to serve the following recipes:
1) Wild Alaska salmon and chive dip 2) Wild Alaska pollock and chorizo cassoulet 3) Smoky paprika wild Alaska pollock
Recipe cards designed for FY17 JJ46 were re-used for this event as well as the supply of complementary cans of salmon courtesy of John West.
Current Quarter Results:
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 73
In terms of brand awareness and profile development, the event was a success. The ASMI stand was located right at the finish line making us the first point of contact for runners once they had collected their medals and goody bags.
The feedback from runners and supporters was positive. The runners were grateful to have the offer to taste savory, high protein products after their run. There was a great deal of interest in the high protein health values of the seafood and many took recipe books.
We were blessed with good weather and had over four hours of non-stop sampling. In total, there were over 50,000 customers at the event.
We felt this was one of the highest volume events in the ASMI calendar and would repeat the event in 2018. To improve the customer engagement, we would make more of our selfie bears to encourage customers to take pictures and post on social media.
Images:
Recipe cards:
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 74
Cumulative Fiscal Year Results: Same as above
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 75
FY17/18 Advertisements/Advertorials Rate £1 = $1.238 Publication Target Audience Distribution Circulation Readership # of Pages Cost Date/s Q1
Total Q1 Q2
Total Q2 Q3
Total Q3 Q4
Total Q4 Total
RETAIL MERCHANDISING ACTIVITIES: Exchange Rate: Contribution Volume Sold Value Sold Promotion Dates During Activity Description Previous Previous Current Trade Partner / Nº of Outlets ASMI Third Party Promotion Period (kg) Period Period and Store Days Species Promoted (kg)
Total Q1 Results
During the fall, Hot Cod conducted 100 tastings in the largest ICA-retail stores to Total Q2 Autumn 2017 launch the product to the Swedish $30,000 $98,000 5,607 tons 22,816 tons Results customer. During the tastings, leaflets containing information about ASMI were handed out to ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 76
the public telling the story of Alaska pollock.
Total Q3 Results
Total Q4
Results
Cum.
Year Results
HRI PROMOTIONAL ACTIVITIES: Exchange Rate: Contribution Volume Sold Value Sold During Restaurant/ Promotion Dates Activity Description Previous Previous Current ASMI Third Party Promotion Partner / Nº of Outlets Period (kg) Period Period Species Promoted (kg)
Total Q1 Results
Total Q2
Results
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 77
Total Q3 Results
Total Q4
Results
Cumulative.
Year Results
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 78
Optional Additional Information:
Press releases sent: 3
Date Release title 02/10/2017 Alaska Seafood Marketing Institute announces partnership with Chef Patron of The French, Adam Reid 25/10/2017 Alaska Seafood Marketing Institute announces partnership with the medicinal chef, 07/11/2017 Dale Pinnock LEAP launches online at Ocado
Number of SMEs participating in promotions (essentially suppliers):
Meetings Attended / Total buyer introductions to SMEs:
DATE CONTACT CLIENT ACTIVITY Update on sales, coop promotion, interest 3.10.2017 Abbas Lajjee Shield Foods in new product for Asia restaurants in UK 31.10.17 Vanessa Tsui Shield Foods Sockeye price comparison Coordination of meeting with Trident, 1.11.2017 Brendan Kavannah CKS Ireland planning for new product launch Participation at Horecava 2018, Bidfood 3.11.2017 Jan Willem Kuijt sr. Roots interest in new sockeye smoked product 11.11.2017 Marisca Jan Van As Jan Van As Scoped women’s mission Review of activity plan, follow up post 14.11.2017 Matt Wade Youngs meeting that he cancelled last minute. Review of proposal presented to GAPP. Update on market trends, feedback on 22.11.2017 Carl Baxter Princes Foods sustainability issues. Quarterly update call, feedback on Seafish published results, update on 22.11.2017 Helen Rainbird John West ASMI activity and feedback ahead of All Hands. Review of final numbers for Waitrose campaign in 2017, outline of sales plan 21.11.2017 Charlie Holland New England Seafood for LEAP wild salmon, update on consumer exhibition in December. 19.11.2017 Nick Townley Icicle Seafood Consultation on fish size this summer USA Week at Westminster College Showcase restaurant, attended with Stan Phillips Agricultural Counsellor for the UK and Ireland US Department of Agriculture 17.11.2017 Jose Souto Westminster College Pictured Stan Phillips Agricultural Counsellor for the UK and Ireland US Department of Agriculture
ASMI International Activity Report NORTHERN EUROPE October to December 2017 p. 79
Quarterly common language group meeting trade partners included New England 16.11.2017 Various Seafish Seafood, Marks and Spencer, ASDA, Lovering Foods, Seafish, Coop. Review of plan for 2018 consumer 15.11.2017 Irina Mihaylova Princes Foods campaign Follow up on campaign, option to see if he had a possible candidate for Women’s Seafood Mission. Also update on 7.12.2017 Carl Schnell Hot Cod possible collaboration with Trident following meeting with Pickenpack in Germany Agreed to support the Seafood School at Billingsgate Seafood 7.12.2017 CJ Jackson consumer show Ideal Home Exhibition in School March 2018 Consultation on FAO sourcing of Alaska 7.12.2017 Edward Whittle Whitby Foods pollock. Was hoping for support on new product but it was not FAO67 Consultation on Ethics within the seafood industry in Alaska. Extensive content 7.12.2017 Caitlin Schnieder Lovering Foods including their industry steering committee passed to Susan Marks for consultation. Update on sales activity. Looking for 29.11.2017 Klaas Jan Mazereeuw Seafood Connection support for trade campaign following growth sales of Alaska Pollock product Confirmation of 2018 campaign for 12.11.2017 Irina Mihalova Princes canned salmon
Discussion to support supply for 13.12.2017 Laky Zervudachi Direct Seafoods Amazon Fresh – follow up Jan 14.12.2017 Frank Heyn Frank’s Smoke House Campaign tracking, follow up in January SEAFOOD SALES, Query relating to fish sizes and overall 14.12.2017 Morten Klæstrup Denmark quality. 19.12.2017 Marina Richardson Youngs Finalising campaign for 2018 Looking to meet Black Cod suppliers in Seattle in December – sent options for 21.12.2017 Mehboob Datoo Shield Foods contacts Confirmed attendee for Dutch Harbour 21.12.2017 Matt Wade Youngs Trip
*Bold indicates face to face contacts