![]() ![]() Alaska’s science-based approach to fisheries management means that asmi has great ammunition when it comes to concerns over fish stocks. Some farmed fish suppliers promote the idea of supplementing wild fish with farmed fish, thus lessening the burden on nature. In Germany, for example, polling suggests people find farmed salmon a more palatable concept than wild because you are not ‘plundering’ the oceans if you consume it.” “We might think that ‘Wild, natural, sustainable’ works as a great tagline but those aren’t considered positive attributes in every market. “There are interesting nuances in each market about what you can call it,” says asmi’s international programme director Alexa Tonkovich. Fick and his colleagues believe the product speaks for itself but the challenges of promoting it against the competition are numerous. In terms of soft power, seafood is likely the only thing from this far northern US state that many people will ever come into direct contact with. The Alaska Seafood brand has long been known internationally in fact it might be what Alaska is best known for. The seafood that came from Alaska’s fisheries was worth more than $3bn (€2.4bn) globally in 2013. “If we are successful in our mission of raising the value of Alaska Seafood, it directly translates to sustaining communities.”Ĭommercial fisheries and supporting industries make up the state’s biggest private-sector workforce and largest export. “You can have the greatest product in the world but it does not mean anything if no one knows about it,” he says. As the official mouthpiece for the publicly funded agency charged with marketing Alaska’s wild ocean-caught bounty, Fick spends his time making sure chicken, pork and beef have less time in the centre of the world’s plates. “I’m the chief propaganda officer,” he adds with a smirk. “Our fishermen are some of the best spokesmen for the industry and the state in general,” says Fick. “My parents have been fishing for 40 years so the fisheries management must be working,” he explains to Fick, whose job as the communications director for the Alaska Seafood Marketing Institute (asmi) is to promote the Alaska Seafood brand around the globe. The interviewer, Tyson Fick, begins with a basic question: “How was fishing this year?”īell says that the season was good to him. ![]() The 29-year-old has spent much of his life on the water. Ryland Bell is a fisherman – a salmon troller to be exact. Two men stand alongside cameras that point at a scraggly man dressed in a simple parka and well-worn dungarees. On a mid-October day at Auke Bay Harbour in Juneau, Alaska, a film crew has its gear set up near the end of the last finger on a dock. By Tristan McAllister Photography Mark McCambridge ![]()
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