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ASMI promos boost Walmart, Kroger seafood sales

ASMI also inked new long-term deal with brewing firm to push promos in up to 18 markets.

Major retailers, such as Albertsons and Ahold, lifted seafood sales in their stores this summer by partnering with Alaska Seafood Marketing Institute (ASMI), according to a year-end review of the association's activities at its All-Hands Meeting in Anchorage, Alaska this week.

Ste. Michelle Wine Estates (SMWE) continued its four-year pattern of partnering with ASMI's retail program in a national co-op promotion from June through September featuring Alaska seafood, usually Alaska salmon (sockeye or keta). Participants included Ahold/Delhaize's 2,031 stores, Albertsons/Safeway Corp's 2,353 stores, Basha’s/AJ’s Fine Foods's 116 stores and H.E.B./Central Market's 320 stores.

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Other retail promotions during the 2017 fiscal year included Walmart and Sam’s Club, both with Alaska sockeye salmon as well as WinCo with Alaska pollock. For its coupon results at retailers from March 1 - May 26, 37,966 rebates were redeemed, or packages sold, at 142 different retailers. Walmart came out on top with 31 percent of total Alaska seafood packages sold with a coupon, followed by Kroger at 10 percent.

In-store demonstrations were also successful with a slight increase in average total lift for all participating stores. There were 1,146 demos in 10 US retail chains across in October last year with an average cost per demo at $62.27, a 26 percent average price reduction and 23.6 percent average total lift for all stores.

New Alaska seafood partnerships

After a hiatus of several years, in July and August of 2016, ASMI worked with Alaskan Brewing Company on a co-op promotion with Texas retailer H.E.B. and its 320 stores to promote Alaska crab and salmon

ASMI agreed to a long-term partnership with the brewing company involving three promotions a year in as many as 18 markets (western, southwestern, northwestern and the Midwest) for the 2017 and 2018 fiscal years.

"ASMI has been able to generate new retail promotions due to these co-ops, such as Meijer, where joint Alaska Seafood/Alaskan Brewing Company demos were conducted," the group said.

ASMI conducted its first domestic online retail promotion with New York City-based Fresh Direct with distribution of Alaska sockeye and coho salmon and black cod in a five-state area.