Photo: ASMI/FIS

Whole Foods Immerses in Alaska's Bristol Bay to Champion Sockeye Salmon Story

A strategic partnership between ASMI, BBRSDA, and Whole Foods Market took key retail and media leaders directly to the source of wild Alaska sockeye, aiming to amplify the salmon's sustainable journey from ocean to plate.

BRISTOL BAY – The Alaska Seafood Marketing Institute (ASMI), in collaboration with the Bristol Bay Regional Seafood Development Association (BBRSDA), recently hosted a highly successful immersion trip for Whole Foods Market leadership and select media outlets to the pristine waters of Bristol Bay. The program offered participants a comprehensive, "full-circle" experience of wild Alaska sockeye salmon, from its natural habitat and harvest to processing and market storytelling.

Over five intensive days, the delegation – which included Whole Foods Market's seafood and marketing leadership, along with invited guests from publications like Forbes and Food & Wine – gained firsthand insight into the region's robust salmon industry. Participants toured active drift gillnet and set net fishing sites, explored state-of-the-art processing facilities, engaged with local fishermen and biologists, observed a salmon counting tower, and even ventured into Katmai National Park for unique wildlife viewing.

A key highlight of the trip was an industry dinner where discussions naturally revolved around critical topics such as sustainability, responsible sourcing, and the shared values that define both Alaska seafood and Whole Foods Market's commitment to quality.

Feedback from Whole Foods Market has been overwhelmingly positive, underscoring the trip's profound impact. Wesley Rose, Senior Vice President of Perishable Merchandising, described the visit as "truly a trip of a lifetime." He expressed gratitude to ASMI and BBRSDA for the meticulous planning, noting his intent to leverage content from the experience in an upcoming company-wide meeting for over 105,000 Whole Foods team members. This internal outreach is expected to significantly deepen understanding and storytelling about Alaska salmon within the organization.

Stephanie Ferragut, Senior Director of Corporate Communications & Corporate Affairs at Whole Foods Market, echoed this sentiment: "From seeing millions of salmon returning upstream to learning firsthand about set net and drift fishing, to walking through the processing plants and understanding the full journey from water to plate — every moment was thoughtfully planned and deeply impactful. You brought Alaska to life in a way that no one else could."

ASMI meticulously managed the trip's logistics and curated each experience to authentically reflect the core values of the Alaska Seafood brand: Wild, Natural, and Sustainable. With internal presentations already in motion at Whole Foods and broader earned media coverage anticipated, this immersive journey is set to elevate the perception of Alaska seafood among consumers and industry decision-makers for the long term.

[email protected]
www.seafood.media

Address:	311 N. Franklin Street., Suite 200
City:	Juneau
State/ZIP:	Alaska (AK 99801)
Country:	United States
Phone:	+1 907 465 5560
Fax:	+1 907 465 5572
E-Mail:	[email protected]
Skype:	https://www.instagram.com/alaskaseafood/
More about:

Print