MEMORANDUM

DATE: May 5, 2020

TO: ASMI Board of Directors

FROM: Megan Rider, Domestic Marketing Director

SUBJECT: Domestic Marketing Update

Following, please find the Domestic Marketing Program update for FY20 highlighting program activities from July 2019 to date.

Historically, the domestic market has been key for Alaska seafood as it has been relatively predictable and stable with U.S. currency remaining strong as measured but the U.S. Dollar Index, as well as the fact that it not subject to the nontariff and tariff trade barriers that global export markets are subject to.

However, the domestic market is experiencing unprecedented challenges in the foodservice industry in the wake of the coronavirus pandemic as many establishments have been ordered by state and federal government to close down (or provide delivery and/or take-out options as an alternative) as the United States has more confirmed cases than any other country in the world. This poses many hurdles for the foreseeable future while the U.S. and global economy recovers and normalizes.

The ASMI domestic team will pivot for 2021 to ensure we are staying receptive to market needs as they change and escalate on a weekly basis, and will continue to be proactive instead of reactive to these developments.

RETAIL ASMI reaches out to retail headquarter/divisions throughout the year offering promotion assistance, training and POS material. It’s important for Alaska seafood brands to be visible in those stores where its two most valuable eaters are shopping, as well as appearing online.

RETAIL SPECIAL PROJECTS/CO-OP PROMOTIONS

Summer of Seafood Recipe Campaign ASMI partnered with Fexy Media to develop six custom recipes featuring salmon, cod and rockfish themed around summer grilling with more simple appetizer-based dishes, and paired with Chateau Ste. Michelle wines. The “Summer of Seafood” campaign launched in July on Serious Eats, and included a hub page featuring all six recipes, email newsletters, banner ads and social media posts. The campaign ran through September and garnered strong results: 8M impressions; 25K page views; 7min. 53sec. avg. time spent on page; 4K average page-views per recipe

Summer Ibotta Campaign ASMI ran a digital Ibotta offer in July featuring $2 off fresh and frozen Alaska pollock, salmon and cod. The offer was split into two separate fresh and frozen offers, with the recipe engagement (offer unlock) for fresh featuring a new grilled salmon slider recipe, and a new parmesan-crusted cod recipe for frozen. After being live just 10 days, the offer budget was exhausted and proved impressive results. The campaign resulted in 4M impressions; 129K offer unlocks; 16K redemptions.

Cook It Frozen Refresh ASMI’s Cook It Frozen! campaign underwent a creative refresh that launched March 23rd on Serious Eats with new video and recipe assets, featuring how to pan sear, bake, grill and pressure cook frozen wild Alaska salmon. Each video is paired with a corresponding recipe, and all assets are also available on ASMI’s website. The campaign is launching with salmon as this is the primary species sold at retail, and ASMI plans to extend to additional species and cooking methods. Campaign results are pending.

RETAIL TRADE PROMOTIONS ASMI conducts customized promotions with retailers throughout the year.

Summer 2019 • ShopRite (Wakefern) Alaska pollock, cod, salmon, surimi and crab were featured at 235 ShopRite (Wakefern) stores in the northeastern region of the US over July 19-27. The retailer promoted Alaska seafood as part of their Alaska Seafood Festival and shared social media posts as well as coupons featuring wild Alaska products. ShopRite (Wakefern) saw a 24% sales increase in salmon and 16% increase in cod YOY.

• Giant Eagle ASMI sponsored Giant Eagle’s “BBQ with a View” event held August 31 in Pittsburgh, PA for corporate staff as well as winners of a recent Giant Eagle contest. ASMI served up fresh samples of grilled Alaska coho salmon seasoned with Mediterranean spices, alongside chefs representing the National Pork Board, Certified Angus Beef and McCormick & Company.

• Costco Canada Frozen Alaska sockeye salmon was featured in 100 Costco stores across Canada during a July & August promotion. Additionally, ASMI coordinated in store demos to take place at 60 club locations for customers to taste the Kirkland Signature brand Alaska sockeye salmon. Alaska Seafood branded table tents were also featured at each demo. Costco Canada reported an 8.2% year over year increase from 2018.

• Central Market Texas retailer Central Market wrapped up a record breaking promotion event in July that included a unit sales increase of 22.2%. Many species were featured, including Alaska sockeye & coho salmon, king, snow and Dungeness crab, halibut, scallops, prawns, rockfish and sablefish were featured at 10 Texas locations. A focus on merchandising and displays contributed to the sales lift. • Earth Fare ASMI partnered with Earth Fare to promote Alaska sockeye salmon and cod during a sales event that ran throughout July and August. The retailer saw a 65% sales lift in units sold in 53 stores across the Southeast and Midwest. Over 100 in store demos were executed, allowing customers to sample the Alaska seafood.

Fall 2019 • PPC Community Markets Seattle area retailer PCC Community Markets organized a Buy One, Get One Free promotion for Alaska coho salmon in September which resulted in a record-breaking sales week. Over 28,000 lbs. of coho fillets were sold during the sales event, which was the top seafood sales week by 14%. The number of redeemed coupons totaled almost 13,000. PCC created social media posts on Instagram, Facebook and Pinterest and also showcased the event in an email newsletter sent to over 28,000 recipients.

• Rosauers Rosauers saw a 247% YOY increase in Alaska seafood sales during their October Alaska seafood promotion. The retailer focused on Alaska salmon, cod, halibut, crab, rockfish, sablefish and sole in 22 stores across the Pacific Northwest and Rockies region. The stores had a designated Alaska section of their service case where they displayed Alaska seafood branded signage.

• Hannaford Bros. Hannaford Bros. executed their Alaska Seafood Festival at 181 stores across New England. The sales promotion ran throughout the month of October and featured Alaska pollock, salmon, surimi and crab. Hannaford Bros. saw a 145% increase in overall sales of Alaska seafood products during the week of 10/19/19 and also noted a sustained lift on salmon and crab throughout the month of the sales event.

• Spartan Nash Throughout October, Spartan Nash promoted Alaska sockeye salmon, cod and pollock with digital ad inserts, email blasts, social media posts and in-store POS at 90 stores. Fresh seafood sales were unfortunately down 3.9% due to more expensive raw material and higher retail prices on sockeye.

• Albertson’s Southern California Albertson’s stores featured Alaska cod in 330 stores across the region between July and November. In-store chef demos took place featuring Alaska cod with a pea puree that customers enjoyed while shopping. Albertson’s reported a 13.5% YOY lift in sales during the promotional period.

• Publix ASMI partnered with Publix supermarkets and Alaska harvester Melanie Brown in November for a series of three events at their Aprons cooking schools. Brown traveled to Florida to present an Alaska Thanksgiving themed menu that showcased multiple Alaska seafood species including King crab, cod and sockeye salmon. The events allowed Brown to share her experiences fishing in Bristol Bay, as well as walk through the different dishes on the menu. Each event had 30-40 guests who indulged in each dish that was thoughtfully paired with wines from Chateau Ste. Michelle.

Winter 2019/2020 • PCC Community Markets Seattle area retailer PCC featured a coupon during the last week of December for its “Catch of the Season” promotion, offering $10 off $20 of Alaska seafood items. Over 6,500 coupons were redeemed across 13 locations. PCC utilized Instagram, Facebook and Pinterest to boost engagement and featured a salmon spread recipe on all social media platforms. An email newsletter was sent out to 30,094 recipients which received an open rate of 20.3%.

• Hy-Vee Over 400,000 pounds of Alaska seafood were sold at participating Hy-Vee locations from December – February. Hy-Vee amplified the promotion using their social media channels and by printing beautiful ads in their Seasons and Corp Ads magazines. Stores told the Alaska story by utilizing ASMI point of sale materials including posters, clings and danglers. Additionally, customers had the opportunity to taste Alaska snow crab at demo stations at participating stores.

• Whole Foods Wild Alaska pollock was featured in 41 in-store cooking demos at Whole Foods Northern California and Rocky Mountain regions in December. Fish tacos were sampled and consumers all raved about the flavor. The promotion resulted in a total sales lift of 851%, with the highest lift shown in the Rocky Mountain region at 1288%.

• H-E-B Texas retailer H-E-B featured wild Alaska cod during the month of January in 235 stores across the state. 316 in-store demos were executed, giving customers the opportunity to taste the cod as they shopped. HEB saw a 24% year over year weekly lift during the sales event.

• Save-On-Foods Throughout the month of January, Save-On-Foods emphasized custom signage, displays and print ads to showcase Alaska sockeye salmon in 162 stores in Western Canada. The promotion was amplified by Facebook and Twitter posts calling out the special pricing of frozen and refreshed sockeye salmon fillets. The stores saw an overall lift of 9% over the course of the month.

• Rouses Markets Rouses Markets promoted Alaska cod, coho salmon, surimi and crab at 60 Stores across Louisiana, Mississippi and Alabama during January 2020. The retailer held a sales contest across the entire chain and featured all species in a print ad with the Alaska Seafood logo. The promotion resulted in Alaska seafood representing 3.3% of all seafood sales, versus 2.7% in 2019.

• Spartan Nash Throughout January, Spartan Nash promoted Alaska sockeye salmon, cod and pollock with a digital ad insert, email blast, social media posts and in-store POS, as well as an in-store recipe featuring Alaska salmon and radio bits promoting the limited time offers.

Products unfortunately performed below the fresh seafood category year over year at 23.3% sales, with Alaska seafood sales down by 26%. There were however two notable spikes in sales during the campaign coinciding with each of the offers: BOGO (buy-one-get-one-free) salmon fillets and $9.99 salmon fillets.

February 2020 • PCC Community Markets February’s Alaska sockeye promotion at Seattle’s PCC broke an all-time record for sales. Almost 25,000 pounds of Alaska salmon were sold which was an impressive 1104% increase over last year. A coupon featuring buy one, get one free previously frozen Alaska sockeye was redeemed over 13,000 times from February 26 – March 3. PCC used the Alaska Seafood logo on custom POS at all store locations in the Seattle area.

RETAIL TRADE SHOWS & CONFERENCES

National Co-Op Grocer’s Focus on Fresh ASMI attended National Co-Op Grocer’s Focus on Fresh Event for the first time in Minneapolis, MN July 23-24. This is a new event put on for co-op grocers to learn and engage with vendors on new retail product offerings for their consumers. ASMI sponsored and participated in the vendor fair and the welcome reception, featuring the ASMI logo on signage and engaging attendees with recipes, POS materials, nutrition information, fish spatulas and a slideshow displaying examples of past retail promotions.

Feast Portland ASMI took part in Feast Portland for the first time, sponsoring chef stations at The Big Feast hosted by New Seasons Market. This two-day event held more than 6K guests and featured a trade/retail buyer hour. Dishes at the chef station were prepared by well-known Portland chefs and featured Alaska halibut, sablefish, and full utilization of salmon.

ASMI also provided halibut for Chef Nite Yun of Nyum Bai restaurant to prepare a beautiful halibut dish as the main course at Bon Appetit’s Hot 10 Dinner, an exclusive event hosted each year by the Bon Appetit editorial team.

Food & Nutrition Conference & Expo (FNCE) ASMI exhibited at the Food & Nutrition Conference & Expo in Philadelphia, PA October 27-29, 2019. The world’s largest annual meeting of food and nutrition experts. The team distributed samples of Alaska salmon jerky while sharing materials on nutrition benefits, species varieties, availability/seasonality and recipes/cooking techniques. Edelman coordinated one-on-one meetings with 14 top-tier media RDs to continue to build relationships with trusted experts in the health and wellness space.

ASMI also sponsored a Seafood Culinary Exploration event hosted by Seafood Nutrition Partnership, featuring a visit to the historic Reading Terminal Market and cooking demos with Chef Barton Seaver.

Seafood Expo North America (SENA) The 2020 SENA show has been postponed until September due to Covid-19.

Natural Products Expo West The 2020 show has been cancelled due to Covid-19. Expo West is the world's largest natural, organic and healthy products event gathering more than 86K attendees from 136 countries, including retailers and suppliers.

RETAIL TRADE SUPPORT Activities in this area support promotions in the retail marketplace, such as: • Digital asset library (alaskaseafoodassets.com) and website updates. • Printed materials such as POS (posters, counter cards, clings, danglers, rail strips and in-ice signs), recipe cards, and miscellaneous materials for events/trade shows. • Fulfillment warehouse and shipping/storage/fulfillment costs. • Frozen seafood inventory used for various events/tradeshows and recipe development/photoshoots. • Research and recipe development.

RETAIL TRADE RELATIONS Edelman’s trade editorial activities in FY20 thus have focused on pitching stories about Alaska seafood and leveraging a variety of promotional activities and successes including trade partnerships, retailer promotion success stories, and building awareness for National Seafood Month and Lent 2020.

Below are earned coverage highlights: • The National Provisioner: State of the Seafood Industry 2019, 10/24 o Total Reach: 33,350 • Seafood News: Food Trends 2020: More Sustainable But (Surprise!) Not Necessarily Plant-Based, 11/22 o Total Reach: 5,017 • Supermarket News: Sustainable seafood stays in the spotlight, 11/26 o Total Reach: 80,688 • The National Provisioner: 2020 Seafood Report (Print), 2/1 o Total Reach: 25,500 • Supermarket Perimeter: Sustainability a factor of increased consumer desire for seafood, 2/25 o Total Reach: 4,392 • Supermarket News: Supermarket operators look to boost sales of high-cost lobster and crab, 2/27 o Total Reach: 72,770 • National Fisherman: Americans are loving seafood, 2/28 o Total Reach: 11,067 • Progressive Grocer: 2020 Retail Seafood Review: Sustainability Remains Key Concern, 3/11 o Total Reach: 1, 57,642 • Winsight Grocery Business: Fresh Ways to Hook More Everyday Seafood Shoppers, 3/13 o Total Reach: 1, 30,685 • Supermarket Perimeter: Poke bowls tap into the fresh perimeter, 3/17 o Total Reach: 4,120

RETAIL TRADE ADVERTISING The Retail program advertised in the following trade digital publications:

Grocery Business Circulation – 35,000; 87% decision makers | 73% involved in purchasing | 56% own 11 or more stores • Print Ads: September, March and May • Digital Branded Articles: Oct, Dec, Jan, Feb, Mar, May, 43,045 sent per. Average Click Thru Rate is .05%) o October Article Click Thru Rate - .79% https://www.winsightgrocerybusiness.com/topics/boat-table-four-ways-seafood-caters- consumer-preferences#page=0 o November Article Click Thru Rate - .54% https://www.winsightgrocerybusiness.com/fresh-food/3-strategies-increase-seafood- holiday-sales o Dec Article Click Thru Rate - .30% https://www.winsightgrocerybusiness.com/fresh- food/boost-new-year-sales-healthy-seafood-options o January Article Click Thru Rate - .30% https://www.winsightgrocerybusiness.com/fresh- food/boost-new-year-sales-healthy-seafood-options o February Article Click Thru Rate - .78% https://www.winsightgrocerybusiness.com/fresh- food/4-ways-boost-seafood-sales-during-lent o March Article Click Thru Rate - .51% https://www.winsightgrocerybusiness.com/fresh- food/4-ways-boost-seafood-sales-during-lent o May Article – TBD

Progressive Grocer Circulation – 37,620; 93% are retailers | 71% are decision makers (CEO, President, VP, Owner, Sr. Mgmt | 66% own 11 or more stores • Print Ads: September, December, Feb, March, May • Animated Spotlight and digital ads – 1.33% Click Thru Rate https://progressivegrocer.com/alaskadifference • Remarketing Campaign – 549,000 impressions, 2,402 clicks, 44% Click Thru Rate

Supermarket News Circulation – 30,452; 105,537 pass-along • Print Ads: Dec, Jan, March • Site skins and welcome ads ran October, January, February, and March with 399,859 impressions. o Site Skin Click Thru Rate – 1.67%, 1, .88%, 1.75% (Ave – 1.42%) o Welcome Ads Click Thru Rate – 2.29%, 2.01%, 2.16% (Ave – 1.79%)

Grocery Dive Daily Enewsletter Circulation – 25,000 subscribers; reaches 120,000+ grocery retail professionals monthly | 79% are manager level or above and 51% are director/executive level • September promoted story – How Alaska’s fishers protect wild seafood – 1, 090 pageviews (avg is 500-750) - https://www.grocerydive.com/spons/how-alaskas-fishers-protect-wild-seafood-and- how-retailers-can-benefit-f/563077/ • January promoted story – Health and Sustainability – 878 pageviews (ave is 500-750) - https://www.grocerydive.com/spons/health-and-sustainability-how-a-diet-of-alaska-seafood- and-plants-benefits/567523/ • Feb Email Blast – How Seafood and Plants Work Together – 31,519 with click thru rate 1.53% (Grocery Dives ave is 1.2%) • April Email Blast – How Alaska Seafood Helps with Cooking At Home Customer Support – Metrics TBD at time of report

FMI Enewsletter Circulation – 35,814 with 49% open rate. 57% C-Suite, 43% Directors/Managers. Subscription-only news serviced dedicated to food retailers, wholesalers. • In-Text Ads will run in April, May, and June

FOODSERVICE FOODSERVICE OPERATOR PROMOTIONS

The Foodservice Operator Promotion Program continues to target operators across all sectors of the industry from non-commercial to fine dining to quick service. At the beginning FY20, our focus was on Alaska Pollock and Lenten promotions but with the arrival of COVID-19, the impact is yet to be known. ASMI remains nimble to address operator concerns and educate for what will be the new normal for away from home eating. Typically, when partnering with key decision makers, the team develops custom programs that include the following: menu mentions which include the word Alaska and the Alaska Seafood logo, custom point- of-sale materials, training opportunities, and social & digital media.

In FY20, the Foodservice Program has partnership agreements with the following operators:

Club Corp: Private golf clubs that ran an “Alaska Seafood & Wine Festival” promotion across 185 units. The early Fall promotion featured a variety of Alaska seafood species, including spot prawns, salmon roe, sockeye, king, and coho salmon, halibut, Pacific cod, rockfish, snow, Dungeness and king crab. Waitstaff participated in a contest for the highest percentage of items sold.

Dairy Queen International: Quick service chain to run a Lenten LTO featuring a Wild Alaskan Pollock Sandwich across 2.5K units. The promotion included in-store transparencies, window clings, poster, menu boards, press releases as well as social channels and website.

Denny’s: Casual dining chain with 1600 units that has added Alaska Pollock to the core menu and features Keta salmon in their Wild Alaska Salmon Skillet.

Freddy’s Frozen Custard & Steakburgers: Fast casual chain that will feature a Lenten LTO featuring cod in their Fish & Chips and Fish Sandwich across 294 units. The promotion includes POP materials, social channels, e-blasts, website and SMS text.

Foster’s Freeze: Alaska Cod is featured in a fish sandwich and fish & chips at 72 West coast units. The Alaska logo is on in-store POP materials and at the drive-thru.

Jack in the Box: Quick service units that are running a Lenten LTO featuring their Wild Caught Alaska Pollock Fish Sandwich across 2,240 locations nationwide. The promotion includes in-store POP and a: 30 TV spot in test markets.

Long John Silvers: Fast casual chain with 1,000 units serving Alaska pollock in fish sandwiches, dinners, combo meals and snacks. The promotion includes TV advertising, print (Parade, Valassis), in-store POP, emails blasts and social media and digital media.

Lucky Louie’s Fish Shack: Alaska Pollock is the star of the menu and included in a sandwich and fish & chips at the SeaTac airport location.

Macy’s: Department store chain with in-store restaurants that featured sockeye salmon and cod during their Holiday Restaurant Menu, Lenten Celebrate Seafood promotion, as well as on their year-round core menu. The promotions ran in 31 midwest, west coast and southern units with visibility on website and in-store POP.

Morrison’s Healthcare: Hospital dining and patient service that will run a promotion featuring two Keta salmon menu items in their Patient Menu Rotation and three items in the Fish Market (within the Hospital Café). Promotional materials for 900 units include in-store POP and signage throughout hospitals. Nordstrom: Department store chain with 200 units and 13 concepts, of which multiple units underwent rebranding with heavy Alaska seafood presence. Year-round core menu items featured sockeye salmon, scallops, cod, rockfish and halibut called out on feature sheets and grab-n-go menus.

Ocean Prime: Concept restaurant of Cameron Mitchell Restaurants, Ocean Prime featured an Alaska halibut entrée on their menus for the late summer seasons across all 14 mid-west locations. Social and digital media promotion included website, blog, Trip Advisor, and social channels. The promotion resulted in 7.7K lbs. of halibut sold.

Rubio’s: Fast casual chain that is featuring pollock, coho salmon, and halibut on core menus, with special emphasis during Lent and fresh season. More than 200 units participate nationwide with in-store promotion materials, presence on social channels and a sustainable seafood video featured on the website.

Sonic Drive-In: Quick service chain featuring Alaska Pollock Sandwich in a Lenten LTO at 3.6K units nationwide. Marketing vehicles included POP materials at drive-thrus and appropriate social channels.

Wienerschnitzel: Quick service chain owned by Galardi Group that will run a Lenten LTO featuring a Fish & Chips item with deep skin pollock. Marketing vehicles include in-store POP across 400 units, website and social channels.

White Castle: Quick service chain that is running a Lenten LTO featuring pollock in their Fish Sliders and Fish Nibblers across 380 units in the Midwest and East Coast regions. Marketing vehicles include in-store POP, e-blasts, website and social channels.

TRADE SHOWS AND CONFERENCES

Flavor Forays - Charleston Flavor Forays held their fifth annual Charleston tour, with a focus on local cuisine heavily steeped in seafood. As a sponsor, Alaska Seafood showcased wild Alaska halibut in whole form as well as portions for attendees to both cook and enjoy eating. Attendees included chefs representing large scale operations from quick serve and fine dining restaurants to the college/university and business/industry sectors.

James Beard Foundation Culinary Lab The James Beard Foundation brought together the Smartcatch chef community for a sustainable seafood culinary lab and reception in Austin, TX on January 13th. Presentations focused on learning new preparations, discussing sustainability challenges in the seafood supply chain, including transportation and food waste, as well as human rights concerns. The Alaska Seafood Marketing Institute provided Alaska seafood, which was featured by Smartcatch Leader Chef Jay Huang of Lucky Robot Japanese Kitchen. Chef Jay prepared an Alaska sablefish dish with kimizu and herbs as well as Alaska Golden King crab with aji lime beurre monte and mitsuba.

2020 Grand Cayman Cookout Alaska Seafood Marketing Institute partnered with Executive Chef of the Ritz-Carlton Grand Cayman, Frederic Morineau in this year’s Cayman Cookout as an official sponsor. Hosted by Eric Ripert, the Cayman Cookout gathers the world's most talented chefs, culinary influencers and wine and spirit experts from January 16 to 19, 2020 to taste a wide variety of the world’s most prestigious and high-quality foods, including Alaska seafood. With product sourced by ASMI, Chef Frederic Morineau prepared and served a molasses rum marinated Alaska sablefish dish at Thursday night’s Jacques Scott Wine Auction. The event hosted over 500 attendees including 50 chefs, 12 celebrity chefs and various top tier media attendees representing publications such as Food & Wine, Forbes, Chowhound, TODAY Show and more.

International Foodservice Editorial Council (IFEC) Edelman and ASMI attended the International Foodservice Editorial Conference (IFEC) in October 2019 to build relationships with key trade media and industry groups. We held meetings with nine editors representing 12 of our top target foodservice and retail trade outlets (Flavor & the Menu, Plate, Nation’s Restaurant News, Progressive Grocer, etc.). In addition to connecting on editorial calendar opportunities throughout the year, we identified the following top areas of interest among segments: • New ways chefs are exhibiting sustainability (beyond sourcing), such as whole fish utilization. • Seasonal seafood promotions, as well as frozen education and purchasing trends

At the event, we spotlighted a lesser-known Alaska seafood species, sablefish, in a Miso-Glazed Wild Alaska Sablefish with Black Rice, Alaska Seaweed Salad and a Mirin-Infused Poached Egg, served to editors at the well-attended Chef Showcase opening night event.

Flavor, Quality and American Menus (FQAM) ASMI sponsored the Flavor, Quality and American Menus conference at the Culinary Institute of America Copia campus on September 10-12th. Staff leveraged multiple event sponsorship activations to engage with attendees representing large-scale commercial and noncommercial operators. As part of the sponsorship, Alaska rockfish and pollock were provided for the market basket competition, where attendees were split into teams and given different challenges incorporating Alaska seafood. ASMI also provided Alaska sablefish and sockeye salmon for meals and breaks during the conference. Jann Dickerson, of ASMI National Accounts, presented on the culinary possibilities of Alaska pollock during the second day of the program. Her presentation was accompanied by three variations of Alaska pollock for attendees to sample.

Mise The Alaska Seafood Marketing Institute Foodservice team sponsored the Mise conference on August 25 – 27th. Designed with the hotel chef in mind, Mise focuses on food, operations and marketing for more than 200 attendees from the hospitality industry. ASMI participated in multiple activations where Chef Dustin Trani created an Alaska pollock cake and then a Sesame slaw with Alaska pink salmon. To inspire chefs to rethink Alaska Seafood and consider its full utilization possibilities, ASMI hosted four 30 minute sessions where attendees were invited to get their hands on wild Alaska pollock. Multiple forms, from Surimi seafood to portions to whole fish, were made available and followed by a demonstration by Chef Trani.

National Associate of College & University Food Services Conference (NACUFS) The ASMI Domestic Foodservice team attended the annual National Associate of College & University Food Services Conference and Showcase on July 10-13 in Denver, Colo. This conference supports the college and university foodservice market by providing members with the programs and resources they need to excel, from benchmarking and best practices to educational programming and professional networking. Throughout the conference, staff engaged operators in discussion about the power of the Alaska Seafood brand. During the tradeshow, ASMI partnered with the Value Plus program to present opportunities for campus and university dining programs. Attendees were also invited to spin a wheel at the booth to win sponsor prizes, where ASMI donated logo fish spatulas, which were well received.

FOODSERVICE TRADE SUPPORT

Menu Alaska research This year ASMI released the latest iteration of its Menu Alaska research series into consumer preference for Alaska seafood in the restaurant space. Conducted by Datassential in 2019, this online study drew from 1,000 nationally representative consumers. All consumers were required to be weekly visitors of QSR, fast casual, or casual dining restaurants. Additional seafood trend information was pulled from Datassential’s Menu Trends and FLAVOR tracking tools.

Juneau Chef Develops Alaska Sea Cucumber Recipes Juneau chef and 2017 GASCO winner Nel Uddipa created four new recipes featuring Alaska sea cucumber. The dishes featured various methods of preparation with different ethnic flavors including Crispy Moroccan Spiced Sea Cucumber, Kimchi Guk with Alaska Sea Cucumbers, Nam Prik – Puya Saute with Sea Cucumbers and Alaska Sea Cucumber Ceviche with Aji Amarrillo. The recipes give visibility to this unique ingredient and the dive fishery that harvests them in the waters of southeastern Alaska. ASMI staff participated in a tasting of these dishes at Chef Uddipa’s new restaurant, Red Spruce, in Juneau. ASMI will incorporate the recipes and photos into ASMI’s social channels and add the recipes to their recipe database for consumers to enjoy.

New Watercolor Campaign In August ASMI Foodservice debuted a fresh watercolor campaign featuring the work of Ketchikan artist Carrie Axelson. Four compositions feature a different Alaska seafood species – salmon, halibut, cod and king crab – and accompanying Alaska elements. The campaign will be utilized in advertising as well as tradeshow and conference pieces, including the recently redesigned ASMI booth for Seafood Expo North America.

Recipe Development The Foodservice team has acquired new photo assets to accompany recipes developed during the spring of FY19. The fresh, vibrant images will be used to promote the recipes online as well as in upcoming advertising campaigns, tradeshows and conferences where ASMI participates. New imagery includes recipes for Alaska salmon, rockfish and flounder/sole.

FOODSERVICE ADVERTISING

Plate Circulation: 45,800 restaurant decision makers – chains, independents (casual, polished casual, fast casual, fine dining), hotels • Sept/Oct – full page • Nov/Dec – Chef Profile – custom content page + full page ad • Jan/Feb – Recipe Card Insert – 2 sided • Mar/Apr – Frozen focus – custom content spread • May/June – full page

Flavor and the Menu Circulation: 35,300 restaurant decision makers – chains, hotels, independents, fine dining • Sept/Oct – full-page ad • Nov/Dec – full-page ad • Jan/Feb – full-page ad • Mar/Apr – full- page ad

CIA Prochef Smartbrief Subscribers: 36,681 chefs at commercial and non-commercial restaurants. • Featured content and text recipe ads – 14x November 2019 – March 2020. ASMI averages a click thru rate of .55% (average for CIA Smartbrief is .34%)

Restaurant Dive Daily E-newsletter 11,500 subscribers; reaches 50,00+ foodservice industry professionals monthly 43% are director/executive level | 77% manager level or above • February promoted story: Fin to gill: How restaurant chefs can make the most of whole fish for delicious sustainable dining – 804 page views (average is 300-500) www.restaurantdive.com/spons/fin-to-gill-how-restaurant-chefs-can-make-the-most-of-whole-fish-for- delic/571335/ • March 10th Email Blast – How Seafood and Plants Work Together – 18,736 with click-thru rate 1.35% (Restaurant Dive’s average is 1.2%)

QSR Circulation: 31,300; 73% with chains, 54% QSR, 36% fast casual | 24 average number of units | $13.1 million ave annual F&B purchase • March print issue – full-page ad

FSR Circulation: 36,200; 64% upscale/casual, 34% family dining, 25% hotel, 16% fine dining | 93% make purchasing decisions | 89% involved in menu development • March print issue – custom editorial and full-page ad

Chef & Restaurant NY Circulation: 3,000 Independent, high-end, Michelin star level restaurants • Aug/Sept 2019 – custom content https://www.flipsnack.com/chefmagazine/chef-restaurant-new-york-issue-1-fdhm2khv0/full-view.html

FOODSERVICE TRADE MEDIA

The following articles were pitched by Edelman on behalf of ASMI to garner coverage of the foodservice program promotions, chef partnerships and various trade support initiatives.

National Fisherman: Americans are loving seafood, 2/28 • Total Reach: 11,067 • https://www.nationalfisherman.com/viewpoints/alaska/americans-are-loving-seafood/ National Fisherman: Fish lures: A whole new generation wants more seafood, and we can deliver, 2/28 • Total Reach: 11,067 • https://www.nationalfisherman.com/viewpoints/alaska/fish-lures-a-whole-new-generation-wants-more- seafood-and-we-can-deliver/ National Fisherman: Seattle samples: Wild Alaska Pollock Week brings more to the plate, 2/27 • Total Reach: 11,067 • https://www.nationalfisherman.com/west-coast-pacific/seattle-samples-wild-alaska-pollock-week-brings- more-to-the-plate/ We Are Chefs: Recipe: Creamy Alaska Seafood Chowder, 2/25 • Total Reach: 877 • https://wearechefs.com/recipe-creamy-alaska-seafood-chowder/ FoodService Director: Recipe report: Craveable burgers, 2/13 • Total Reach: 9,936 • https://www.foodservicedirector.com/menu/recipe-report-craveable-burgers-0 FoodService Director: Salmon Burgers with Rhubarb Chutney, 2/13 • Total Reach: 9,936 • https://www.foodservicedirector.com/recipedia/salmon-burgers-rhubarb-chutney Restaurant Business Online: Salmon Burgers with Rhubarb Chutney, 2/13 • Total Reach: 126,737 • https://www.restaurantbusinessonline.com/recipedia/salmon-burgers-rhubarb-chutney National Culinary Review: Creamy Alaska Seafood Chowder, 2/6 • Total Reach: 30,894 • https://www.acfchefs.org/ACFSource/Recipes?id=1600 The National Provisioner (Print): 2020 Seafood Report, 2/1 • Total Circulation: 25,500 • http://digital.bnpmedia.com/publication/?m=6516&i=649153&p=24 QSR Online: Seafood Rides the Flexitarian Wave in Fast Food, 1/24 • Total Reach: 139,350 • https://www.qsrmagazine.com/menu-innovations/seafood-rides-flexitarian-wave-fast-food Seafood News: Food Trends 2020: More Sustainable But (Surprise!) Not Necessarily Plant-Based, 11/22 • Total Reach: 5,017 • https://www.seafoodnews.com/Story/1157796/Food-Trends-2020-More-Sustainable-But-Surprise-Not- Necessarily-Plant-Based Restaurant Business: Hot menu trends from the Top 100, 11/12 • Total Reach: 109,230 • https://www.restaurantbusinessonline.com/top-indie-trends-2019/top-indie- trends?utm_source=Marketo&utm_medium=email&utm_campaign=NL_RB_Daily_11-13- 19&LID=2094151&mkt_tok=eyJpIjoiT0dVd05ETmxaRFl3T0dVNSIsInQiOiJJcXBucmJaY0NkWXhoT2dVd2F4SD JLbVNRMTFJUHcwdjEzSlFJT2NXbVcyU3lyeVliXC85U0h2NUhLaHdGZGFXZTdQZGVSQ3piWDg3VlhFazRUQlZx YllHYUgrUngzM1pDeHd6czlWNjlYZXpuUmhyY0ZFdnhORER4bCtacDhRREQifQ%3D%3D The National Provisioner: State of the Seafood Industry 2019, 10/24 • Total Reach: 33,350 • https://www.provisioneronline.com/articles/108517-state-of-the-seafood-industry-2019 Flavor & The Menu: Burger Trends for Modern Menus, 8/11 • Total Reach: 3,487 • https://www.getflavor.com/july-august-2019-magazine-flavor-in-focus-burger-time/

DISTRIBUTOR PROMOTIONS

Distributors represent a critical role in the foodservice sales, marketing, delivery and support of Alaska seafood products to independent operators, chain accounts, and foodservice management companies throughout North America. Custom POS, training materials, corporate branding including: quality control and corporate marketing programs are being handled at the corporate level, saving ASMI time and money.

Summer Promotions:

• Martin Brothers • Cash-Wa • Inland Seafood

Winter/Spring Promotions:

Sysco Canada Sysco Canada executed a promotion offering Sysco customers the opportunity to earn “Sysco Rewards Points” based on their participation and purchases of featured Alaska seafood products during the promotional period. Four social media posts were developed with the help of ASMI staff and posted on Facebook and Instagram.

Reinhart Foodservice In addition to executing a “Wild About Alaska” promotion that featured over 50 Alaska seafood products from February - April, Reinhart’s marketing team interviewed Chef Laura Cole for a feature on Alaska seafood in their Restaurant Inc. quarterly magazine. ASMI staff developed an Alaska seafood training deck for the Reinhart sales team to utilize.

Additional Lent Promotions

ASMI has partnered with nine distributors to run Lenten promotions for the current 2020 Lenten season including:

• Sysco Corp • Sysco Canada • Inland Seafoods • Martin Bros • Cash-Wa • Gordon Food Services • Reinhart • Samuels and Son’s • US Foods NW

Upcoming Promotions:

Performance Foodservice

A spring 2020 promotion with Performance Foodservice is in the works and details were to be ironed out at SENA 2020. All Alaska species were to be featured during the promotion. Details are pending due to the coronavirus pandemic.