Hannah Schlosstein is the new international marketing coordinator for Asia at the Alaska Seafood Marketing Institute (ASMI). She earned a politics and sociology undergraduate degree from the University of Edinburgh in Scotland and then worked as a language teacher in rural Japan for two years. Schlosstein most recently worked as a clinical programs manager at the Southeast Alaska Regional Health Consortium (SEARHC) Hospital in Juneau. She started her position with ASMI in December 2023 and talked with SeafoodSource about her background and the new role.
SeafoodSource: Based on your bio, you seem to have been quite familiar with Japan before joining ASMI. Since you joined, have you learned anything about the other Asian markets that surprised you?
Schlosstein: Shortly after starting with the organization, I participated in the Vietnam trade mission ASMI coordinated in February of this year. I was surprised to see the level of familiarity with Alaska seafood and the high demand for our products like herring, keta, and pink salmon varieties in the consumer sector. Vietnam imports a diverse range of Alaska seafood, and [its] hunger [for Alaska products] continues to grow.
SeafoodSource: ASMI has been looking to other Asian markets and Latin America to make up for declines in exports to China. Do you see China rebounding now that Covid-19 lockdowns have eased, or will this strategy continue?
Schlosstein: Upon lifting the three-year-long pandemic restrictions, China saw an increase in gross domestic product by 4.5 percent year-over-year in Q1 2023. This indicates that China’s economy is rebounding; However, continued geopolitical tensions amid U.S.-China trade disputes and tariffs continue to inhibit this important market. ASMI will continue to diversify into new markets like Vietnam, Thailand, the Philippines, and Latin America because we do not want to recreate a scenario as we saw in 2018, when some of our products lost their only market overnight. We have a hard-working team in China and welcome growth in the China market, but we do not want to see a full return to the way the market was prior to 2018.
SeafoodSource: Could you give an overview of the trends in some of the newer Asian markets – those other than Japan and China – that ASMI is trying to develop? For example, what is the growth trend, and which products are in demand there?
Schlosstein: Since establishing a program in the Southeast Asia region in 2019, ASMI has seen several markets strengthen, and in four years of the program, exports have grown by over USD 40 million [EUR 37.3 million], from USD 97.3 million [EUR 90.9 million] in 2018 to USD 139.5 million [EUR 130.5 million]. The growth in Alaska seafood exports is not focused on one species but is apparent in many different product categories. Significant growth in flatfish exports from half a million [EUR 464,465] in 2018 to USD 11 million [EUR 10.2 million] shows the progress made in the reprocessing sector in Indonesia and Vietnam. Consistent growth in more premium species, like sockeye salmon, which has moved steadily from USD 8.8 million [EUR 8.2 million] to USD 10.2 million [9.5 million], demonstrates potential in the domestic market in Thailand and Singapore.
SeafoodSource: What are some of the promotions you have planned in Asia or trade shows ASMI will participate in that are coming up?
Schlosstein: Our Southeast Asia ASMI team just completed a successful Thaifex-Anuga Asia trade show in Bangkok and plans to participate in the upcoming Vietfish 2023 – Vietnam Fisheries International Exhibition – occurring in August. We also invite attendees to visit our ASMI Japan team at the Japan Seafood Expo in Tokyo at the end of August.
SeafoodSource: Alaska has had some resource declines, such as Bering Sea snow crab, while other species are doing well. Are there particular species or products you are trying to move into Asia now?
Schlosstein: There are two species of crab marketed as snow crab: bairdi and opilio. Bairdi snow crab is also known as tanner crab or queen crab. While Bering Sea opilio is not being harvested, bairdi is abundant and a sweet, flavorful choice. We are also looking at Southeast Asia as an important sablefish market, surimi market, “mentaiko” [pollock roe] market, and a great home for flatfish, salmon, and cod.
SeafoodSource: Could you explain the division of labor or responsibilities between your position and the overseas marketing representatives in Japan, China and Southeast Asia? How do you support them?
Schlosstein: ASMI HQ works closely and collaboratively with our overseas marketing representatives (OMR’s) in each of our program regions. My role is largely focused on participation in the development of marketing strategy, analysis of data and issues affecting Asia markets, and oversight of marketing activities. The mission that guides this work is to increase the value and awareness of the Alaska Seafood brand. Our outstanding OMR teams are strategically placed in each market to conduct activities that will achieve this through retail and foodservice promotions, educational and technical seminars, retailer and chef training, executing trade missions, trade shows, and public relations. They are incredibly talented people who are experts in their fields and in their regions. I try to support and complement this by providing my unique perspective as a lifelong Alaskan.
Photo courtesy of Hannah Schlosstein/ASMI
