The Alaska Seafood Marketing Institute (ASMI) has launched a campaign in the U.K. called “First Flight, First Catch" soon after Alaska Airlines opened a direct route between the Seattle-Tacoma International Airport and London's Heathrow Airport.
ASMI’s campaign, which coincides with the start of Alaska's wild salmon season and aims to to allow for Alaskan seafood to flow more easily to chefs in the U.K., included a Whole Foods Market retail promotion, chef tastings, in-store demonstrations, a London supper club event for media and trade guests, influencer partnerships, and social media content, according to a release by ASMI.
“We are proud to launch our first direct route between Seattle and London Heathrow, strengthening the connection between the Pacific Northwest and the U.K.,” Alaska Airline Vice President of Cargo Ian Morgan said. “As well as opening up a new travel option for U.K. visitors, the route creates opportunities to connect British customers with the exceptional seafood, landscapes, and communities Alaska is known for. Carrying wild Alaska salmon on the inaugural flight is a fitting way to mark the launch and celebrate the close relationship between Alaska Airlines, Alaska Air Cargo, and the state’s seafood industry.”
A report by Wholesale Manager said the new route helps strengthen the relationship between the U.K. and Alaska, and adding this flight route allows for chefs, in particular, to obtain and serve wild Alaskan seafood. Additionally, the report said salmon “remains the U.K.’s number one imported seafood species” and Alaskan black cod is also heavily served in the country's restaurants.
In 2025, ASMI conducted a report with Rose Research data and found that 87 percent of U.K. seafood consumers favored seafood from Alaska and seven out of 10 ranked it highest among competitors for safety and sustainability.
“Wild Alaska salmon is one of the world’s great seasonal seafood moments,” ASMI International Marketing Manager for Europe and MENAWA Megan Belair said. “The start of the harvest is an important time for Alaska’s fishing communities and an exciting opportunity for chefs, retailers, and consumers in the U.K. to experience the quality, flavor, and provenance of wild Alaska seafood. The new Seattle to London route provides a compelling new way to tell Alaska seafood’s story, bringing Alaska closer to the U.K. market than ever before. This direct connection creates an additional route to market for Alaska’s seasonal seafood while highlighting the people, places, and responsible fisheries management practices behind every catch.”
Alaska Airlines' additional flight route builds off the company's expansion earlier this year, when direct routes were added to several European countries in coordination with ASMI to allow better access to fresh, in-season Alaskan seafood.
