ASMI launches US retail demos, coupon for Lent

Published on
March 6, 2017

United States retail demos and coupons for frozen Alaska pollock are the primary method the Alaska Seafood Marketing Institute (ASMI) is promoting Alaskan fish for the Lenten season.

Retailers across the Northeast, the upper Midwest and St. Louis, Missouri are featuring in-store demos with Alaska pollock. For example, DeMoulas Market Basket in Tewskbury, Massachusetts, is promoting individual quick frozen Alaska pollock loins during in-store demos throughout March.

“The DeMoulas Market Basket demos kick-off an aggressive series of custom promotions arranged with retailers across the country; we can’t divulge details until the demos are live,” Linda Driscoll, retail manager for ASMI, told SeafoodSource.

The DeMoulas-branded fish, processed by North Atlantic in Portland, Maine, will be placed in a frozen seafood bunker next to the seafood case “at reasonable prices” for one to two-pound bags.

“Chefs will prepare sautéed Alaska pollock featuring Victoria Gourmet spices, which is partnering with DeMoulas and ASMI for this promotion,” Driscoll said.

The demos are part of ASMI’s “Cook it Frozen” program, which provides demos, recipes and other support for retailers. The demos educate shoppers that frozen Alaska seafood portions can be prepared in as little as 15 minutes – with no thawing or pre-planning needed, Driscoll said.

Meanwhile, ASMI is also sponsoring a national USD 0.50 (EUR 0.47) coupon for frozen Alaska pollock products via the Ibotta platform. The coupons are valid in 158 U.S. grocery retailers, including Walmart, Kroger, Albertsons/Safeway, Hy-Vee, H.E.B. and Publix, along with club stores like Sam’s Club and Costco.

The coupon applies to packages of skinless and boneless, breaded, battered, grilled or sauced Alaska pollock products.

“This falls in line with ASMI’s goals of connecting with millennial consumers to educate them on the health benefits and sustainability initiatives associated with choosing to purchase and eat wild, Alaska seafood,” ASMI said in a statement.

Contributing Editor



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