Pink and chum salmon. Photo credit: Scott Smiley.
Salmon Marketing Workshops, Alaska Fishing Communities
Problem: Small processors and direct marketing fishermen in Alaska who wish to sell high quality salmon products must seek high-end, niche markets because their volume is too small to target mass markets. Because many of these markets demand special actions, small processors and fishermen lack the finely tuned marketing skills for continued success. This problem is often compounded by the simplistic thinking that they will achieve higher profits because they have eliminated the middleman. Instead of eliminating the middleman, they must become the middlemen dealing with some very savvy retail and foodservice outlets.
Solution & Approach: There is a business and an art to marketing. Most small processors and fishermen focus on the business aspect of a marketing plan and overlook or de-emphasize the art aspect of marketing. This may suffice for high volume mass markets but not for low volume, niche markets. Some processors and fisherman have not only learned this difference but through experience have mastered the art of marketing salmon to high-end, niche markets. There is a natural reluctance to share the ‘art’ or the secrets of success with other potential competitors. However, this is changing due to public support of salmon marketing and the awareness among small processors and fishermen that one person’s success with marketing ‘Alaska salmon’ helps to raise the tide for others. Market research, the application of marketing techniques, and implementation of a well-designed marketing strategy are critical steps in matching a consumer or food service product with its niche in the marketplace. This project offered small processors and direct marketing fisherman an opportunity to learn the basics of marketing attend a marketing workshop held in coastal communities across Alaska.
Principal Investigator: Quentin Fong