To that end, ASMI has earmarked about half of its annual budget, some $8.5 million, on a cross section of activities ranging from international trade shows to studying traditional and emerging markets in some 17 countries, and educating wholesale and retail buyers about the value of its responsible fisheries management certification program for Alaska fisheries.
While Japan is still the single biggest direct market for wild Alaska seafood, ASMI is trying to balance the effort in Europe with effort in China and Japan and an emerging market in Brazil for a nice market mix, says Ray Ruitta, executive director of ASMI.
ASMI has also been meeting with major retail chains, non-government organizations and others to explain to them in detail how ASMI's choice of Global Trust as the certifying body for sustainability of Alaska seafoods works to assure the sustainably managed fisheries mandated by Alaska's constitution.
“We have a good product to sell and I think we're doing a good job selling it,” said Jeff Stephan, director of the United Fishermen's Marketing Association in Kodiak, and chairman of ASMI's international marketing committee. “One of the great achievements of our program is we do a great evaluation of customs, traditions, consumption behavior, eating preferences, all the different characteristics of these countries, and to tailor our program to meet their needs.”
To reach that goal requires a lot of research, and good support from ASMI's overseas marketing representatives, who live and travel in these countries, and maintain steady communications with ASMI's staff in Alaska and Seattle.
Stephan gives much credit for the success of the international marketing program to the committee itself, whose membership includes sales and marketing representatives from various seafood processors doing business in Alaska. Much credit also goes to Joe Jacobson, international program director for ASMI, the ASMI board of directors, state agencies, and the importers, distributors and processors whom ASMI works with.
At the international marketing committee's meeting in Anchorage on June 27, the committee heard from several of their international representatives living in Japan, France and Brazil, who discussed events of the past few months, from trade shows and trade missions to advertising promotions and meetings with potential buyers.
“Every market, every country we are in has a different set of circumstances, different consumer preferences, different marketing and sales traditions, different consumption traditions, different economic factors, and we have programs that are very adroitly tailored to meet the needs of what our mission is in these countries,” Stephan said.
“All of these markets have distinct needs. We are trying to fit our product into the traditional buying habits and product usage. Our goal is to increase the value of Alaska seafood in these markets,” he said.
(seafood.vasep.com.vn) The year 2025 marked a pivotal milestone for Vietnam’s seafood industry in its restructuring process toward sustainability, transparency, and higher value creation, amid continued uncertainties in the global economic and trade environment. Prolonged inflation in major economies, the rising trend of trade protectionism, and increasingly stringent requirements related to environmental standards, traceability, and social responsibility have posed significant challenges to seafood production and exports. Nevertheless, overcoming these pressures, Vietnam’s seafood sector has gradually demonstrated its adaptability, maintained growth momentum, and laid an important foundation for the next stage of development.
(seafood.vasep.com.vn) Amid the increasingly evident impacts of drought and saltwater intrusion, the shrimp-rice production model in Ca Mau province continues to prove itself as a viable direction, contributing to higher farmer incomes, improved soil conditions and the promotion of ecological and sustainable agricultural development.
(seafood.vasep.com.vn) The management of fishing vessels, monitoring of fishing activities, and handling of violations in the fisheries sector in Lam Dong province have continued to be implemented in a synchronized and stringent manner, contributing to raising awareness of legal compliance among fishermen and aiming to end illegal, unreported and unregulated (IUU) fishing.
(seafood.vasep.com.vn) Can Tho’s fishery industry sustained steady growth in 2025 with total aquatic and marine output reaching nearly 783,000 tons, fulfilling 100% of the annual target. Aquaculture, capture fisheries and fishing fleet management were further strengthened, aiming for sustainable development in the coming years.
(seafood.vasep.com.vn) In 2025, Vietnam’s pangasius export turnover reached nearly USD 2.2 billion, up 8% year-on-year. This result indicates that pangasius exports maintained their growth momentum despite significant volatility in the global market environment. In December 2025, pangasius export value reached USD 200 million, up 10% compared to December 2024. This solid performance in the final month of the year reflects increased import demand for consumption and inventory replenishment in key markets.
(seafood.vasep.com.vn) In 2025, Vietnam’s tuna exports to Spain experienced significant fluctuations. According to Vietnam Customs, during the first 11 months of 2025, export turnover for the first 11 months of the year edged up by 0.3% year-on-year, reaching nearly $15 million.
(seafood.vasep.com.vn) Deputy Prime Minister Bui Thanh Son has signed Decision No. 16/QD-TTg, dated January 5, 2026, approving the implementation plan for the Vietnam-Israel Free Trade Agreement (VIFTA). Under the plan, in the coming period, ministries, ministerial-level agencies, government-affiliated entities and People’s Committees of provinces and centrally-run cities must institutionalize and execute tasks focused on the dissemination of information regarding VIFTA and the Israeli market; legislative and institutional development, as well as enhancing competitiveness and human resource growth...
(seafood.vasep.com.vn) Beyond achieving double-digit growth, Vietnam’s fish cake and surimi exports are showing a notable year-end "inflection point": the EU his accelerating with nearly twofold growth, China & Hong Kong are rising sharply, while the largest market, South Korea, signaled a slowdown in November. According to Vietnam Customs data, export turnover of fish cake and surimi reached $327 million in the first 11 months of 2025, up 22% year-on-year; November 2025 alone accounted for $35 million, marking a 5% increase. This serves as a critical foundation for exporters to reassess market structures and competitive intensity while finalizing order strategies for 2026.
(seafood.vasep.com.vn) Ca Mau, widely regarded as the nation’s “shrimp capital”, continued its strong performance in 2025 as shrimp output reached nearly 600,000 tons, maintaining its position as Vietnam’s leading shrimp-producing locality.
(seafood.vasep.com.vn) On December 29, 2025, at the 2025 Pangasius Industry Review Conference held in Can Tho City, the Vietnam Pangasius Association announced that fingerling prices have surged to record levels due to acute supply shortages.
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