The presenters will explore different ways the Alaska Seafood Marketing Institute (ASMI) has been able to leverage sustainable practices and eco-certification that resonate with Asian buyers and consumers to build demand for Alaska seafood across the region. They will talk about how ASMI’s marketing strategies have adapted to the Covid-19 pandemic and how ASMI has been able to successfully position Alaska seafood. Examples and perspectives will be presented from ASMI’s U.S. domestic market, as well as its nine regional overseas offices covering 40 countries. The presenters will highlight where sustainability is a differentiator for Alaska Seafood and how it creates market access and demand, with specific examples from countries where sustainability has opened the doors to new markets. The speakers will explore how sustainability has evolved in Asia and other regions, citing specific market situations. Lastly, the speakers will address the future of sustainability and eco-certification, focusing on how industry can leverage these practices to meet market and consumer demands.

As part of the session, we expect to share market research conducted pre-Covid and during Covid that will touch on consumer trade and HRI perceptions of sustainability in the Asian market. In addition, we’ll layer in relevant stats and information from sustainability messaging efforts from other regions to set a broader context for how a business case is made for sustainability and eco-certification.