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Alaska Seafood Marketing Institute - PowerPoint by aae14500

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									Alaska Seafood Marketing
        Institute
     Southeast Conference
      September 20, 2004


                            1
Alaska Legislature Changes ASMI
• After a two-year process involving the seafood
  industry Alaska State Legislature enacted law to
  streamline ASMI and make it more effective

HIGHLIGHTS
• New board has 7 members:
  2 harvesters, 5 processors (4 large, 1 small)

• Industry referendum on ASMI

• Election to retain assessment, increase
  assessment                                         2
• Processors are required to vote by
  October 1, 2004 on the following two
  questions:
 1) Whether the seafood marketing assessment shall be
 retained at 0.3%
 2) Whether the seafood marketing assessment shall be
 raised to 0.5%




                                                        3
    Assessment Election Impact

• If increase to 0.5% processor-paid seafood marketing
  assessment is approved:
   – increased levy (0.5%) on all species takes effect January 1, 2005
   – 1% salmon marketing tax paid by fisherman ends Dec. 31, 2004

• If assessment is approved at existing level of 0.3%, and not
  increased:
   – two fishermen added to Board
   – 1% salmon marketing tax paid by fishermen continues (must be
     reinstated every five years)

• If assessment of 0.3% not approved it ends on Dec. 31, 2004

                                                                         4
                                               STATE OF ALASKA
                                               OFFICIAL BALLOT

                                         LEVY OR TERMINATION
                                        OF ASSESSMENT ELECTION

                                                 OCTOBER 1, 2004

       IMPORTANT: To vote, COMPLETELY fill in the oval next to your
                            choice as shown.


Ballot Question #1: Shall the seafood marketing assessment be retained?

                                        YES

                                        NO

      A YES vote is for retention of the levy of the seafood marketing assessment.

      A NO vote is for termination of the levy of seafood marketing assessment.




Ballot Question #2: Shall the seafood marketing assessment be levied under AS
16.51.120(h) at a rate of .5 percent of the value of seafood products produced in
Alaska by a processor?

                                        YES

                                        NO

      A YES vote is for approval of the levy of the assessment under AS 16.512.120(h).

      A NO vote is for retention of the levy under AS 16.51.120(h), currently in effect.


IF THE LEVY IS APPROVED, THE EFFECTIVE DATE OF THE LEVY OF
                                                                                           5
ASSESSMENT UNDER AS 16.51.120(H) IS JANUARY 1, 2005.
      How the Vote Works

• Weighted vote -- based on value of
  seafood processed
• Requires approval by processors who
  produce at least 51% of seafood products
  produced in Alaska in order to pass
• Two votes required:
  – Continue ASMI assessment (0.3%)
  – Increase assessment to 0.5%
                                             6
       New ASMI Board of Directors
• Chair: Mark Palmer, Ocean Beauty, large processor
• Vice-Chair: Bruce Wallace, Fisherman, Southeast
  Alaska
•   Kevin Adams, Fisherman, Bristol Bay
•   Joe Bundrant, Trident, large processor
•   Barry Collier, Peter Pan, large processor
•   Duncan Fields, Kodiak Salmon Packers, small processor
•   Don Giles, Icicle, large processor


                                                            7
                            New Direction

  “ At the new ASMI we expect there will be some re-
   balancing in our efforts to promote all Alaska
   Seafood. We still consider salmon very important
   to our industry but also recognize that our former
   heavy focus on salmon did not serve the overall
   industry as well as it could.”

Quote from ASMI Board’s letter to fellow processors




                                                      8
      Board Changes So Far
• Directed the staff to build a multi-year, all-
  species seafood marketing campaign to utilize
  $6.5M available from the Governor and the
  Alaska Fisheries Marketing Board.

• Office move from Bellevue to Fishermen’s
  Terminal.

• Restructured Advisory Committees, new
  members appointed.                         9
            Restructuring ASMI Advisory Committees
• Established new criteria for committee membership

• New committee assignments on 25 August 2004. Will effectively utilize and
  task committees to guide ASMI marketing and quality programs.

• Whitefish Committee to focus on Pollock and Cod; created new Halibut-
  Sablefish Committee

• Combined the Salmon Marketing Committee and the Canned Salmon
  Committee to improve efficiency

• Committee membership capped at nine members. Board member assigned
  to each committee to facilitate communication



                                                                      10
      Marketing Alaska Seafood
• All Alaska Seafood is represented in ASMI
  –    training sessions
  –    promotional materials
  –    trade show exhibitions
  –   menu and marketing guides
  –   Buyer’s Guides
  –   nutritional information media kits
  –   literature and sales aids, chef recipes, and consumer
      recipe releases to newspapers reaching millions of
      people

                                                          11
       Foodservice Activities
• ASMI works with the largest broadline
  foodservice distributors in the U.S., such as
  Sysco.

• ASMI educates prominent chefs in usage of
  Alaska seafood, resulting in the product being
  put on the menu by major restaurant and hotel
  chains.

• ASMI does promotions with restaurant and hotel
  chains throughout the year, boosting sales.

                                                   12
            Retail Activities
• ASMI has access to corporate offices of the
  country’s top supermarket chains. The Lent
  2004 promotion of Alaska Seafood (prepared
  wrapped with Reynolds foil) ran in 8,000+
  grocery stores.

• “Cook It Frozen” initiative takes advantage of
  growth in private label frozen sector, as stores
  start carrying their own lines of frozen, boneless,
  skinless portions that can go from freezer to
  stove or oven.
                                                    13
     International Program
Differentiates Alaska Seafood
ASMI incorporates the following elements into
 our messages to differentiate Alaska
 Seafood:
  – Purity
  – Naturalness (The “Wild” Factor)
  – Health
  – Wholesomeness
  – Safety
  – Superior Taste
  – Sustainability                            14
      International Activities
• Overseas Marketing Representatives in Japan,
  China, EU

• In Asia 1,659 stores participated in ASMI promotions
  selling 20.5 million pounds of Alaska seafood as a
  result of ASMI promotions.

• ASMI’s Alaska pavilion at the European Seafood
  Exposition last year generated $70 million in sales
  for Alaska seafood producers.


                                                        15
          Technical Program
•Provides technical support to marketing programs as
well as to Alaska industry on a variety of topics:

•Food safety, nutrition
•Seafood quality assurance for all links in the supply
chain
•Environmental issues, e.g. contaminants, fisheries
management, sustainability
•Labeling, health claims
•National and international food safety regulations   16
              Summary
• New Board, New Direction

• More Balance, Better Focus

• Need your Support to Move Forward

• Committees Reflect Industry Contribution



                                             17
             QUESTIONS?

• Ray Riutta, ASMI Executive Director
• Laura Fleming, ASMI Public Relations Director
  800-478-2903, lfleming@alaskaseafood.org

• Questions regarding ballot:
  Tom Godkin, Division of Elections
     Phone: 907-465-4611
     Email: Thomas_Godkin@gov.state.ak.us

                                                  18

								
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