Alexa Tonkovich, Executive Director for the Alaska Seafood Marketing Institute (ASMI)
What would you say is a key component to your business/marketing strategy as an executive in the seafood industry?
Relationships. Building and maintaining relationships is absolutely vital in the seafood business and I would say even more so in the wild seafood business in Alaska. All of our best successes have been when we have worked with partners, connecting markets with wild Alaska seafood.
How would you sum up your philosophy as a seafood business/marketing leader?
In marketing I think it’s important to have both short-term and long-term strategies that guide your efforts, rather than simply jumping on every trend or message that comes along or only being responsive to crises. At the same time, we need to be flexible enough to respond to changing industry and market conditions. It’s critical to constantly evaluate your efforts to see what works and what doesn’t and not be afraid of change or new ideas.
What sets ASMI apart in the seafood industry?
At ASMI we are fortunate to have the best tasting seafood from the most pristine waters harvested in the most sustainable way, in a word “Alaska.” Alaska seafood customers around the world have come to expect that Alaska is the place to look for seafood that is great on so many levels.
What can we expect to see from ASMI heading into 2016?
Tight budgets and difficult economic conditions will have ASMI focusing our efforts to those which achieve maximum benefit. We will be building off of successes while taking a close look at all programs for efficiencies.
