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Research

Alaska Regional Salmon Marketing Mini-Grant Program

The goal of this project was to stimulate regional marketing strategies aimed at moving more Alaska salmon into high-end, niche markets. As learned from the ‘Copper River’ model, a cooperative effort of fishermen, processors, wholesalers and retailers can develop high-end markets for their region’s salmon wherein a premium value is received. The experience of the Arctic Keta (chum salmon from Western Alaska) marketing program also shows that marketing quality, unique attributes and the story behind the region’s salmon can increase sales. Currently, about 1% of Alaska’s salmon harvests ends up in niche markets. However, this same 1% accounts for 10% of the statewide ex-vessel value. One goal of this program was to get 3-5% of Alaska’s salmon harvest moving into these high-end, niche markets.
Summary: The regional marketing projects supported were:

  • Stikine River – Stikine River Salmon Branding Project.
  • Kuskokwim Bay – Kuskokwim Regional Salmon Brand Development.
  • Aleutians East – Alaska Peninsula Salmon Branding Phase II.
  • Kodiak – Kodiak Pink & Coho Marketing Plan.
  • Cordova – Copper River Salmon Promotions.
  • Bristol Bay – BB Regional Branding & Quality Assurance Phase II