ASMI unveils cod marketing materials

Published on
May 8, 2013

U.S. restaurants will soon be sporting menus, counter cards and other materials with a new vintage Alaska cod logo.

“Cod is so plentiful right now, and we wanted to make a vintage design to represent the longstanding tradition that cod has in Alaska,” Claudia Hogue, foodservice marketing director for the Alaska Seafood Marketing Institute (ASMI), told SeafoodSource. 

The fresh Alaska cod season starts in the winter, and cod is available year-round. Alaska landed more than 545,000 metric tons of cod in 2011, according to the National Marine Fisheries Service (NMFS) with a value of more than USD 349.4 million that year.

Hogue expects all types of restaurants — from fine dining to quick service — to use the Alaska cod posters, table tents, and other materials. “The counter cards can be used in fast casual restaurants, at colleges and universities, and self-serve/ limited service restaurants,” Hogue said.

And, restaurants can use the new menu sheets to present specials featuring cod and other seafood. “Hopefully, restaurants will do Alaska seafood specials, for whatever items they are running on special that day,” Hogue said. Like restaurants, retailers can also obtain the cod marketing materials for free.

ASMI commissioned the new artwork from artist Jeff Foster, who specializes in vintage designs. “This vintage-inspired creative evokes the energy and dedication that have been passed down for generations in Alaska’s fishing communities and Alaska’s historical commitment to sustainable seafood,” Hogue said.

Referring to Alaska in marketing materials is also vital to increasing cod sales; 70 percent of consumers say that seeing the word “Alaska” increases the likelihood of their ordering a seafood dish.

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