Alaska Seafood Marketing Institute Launches New Website

“Consumers are more interested than ever in knowing where their food comes from. Having a single online home will provide more in-depth information that they crave while better serving our industry at the same time,” said ASMI Executive Director Jeremy Woodrow. “A forward-thinking digital presence is critical in connecting with customers worldwide. The new mobile-optimized platform will serve all of our stakeholders better moving forward.”

Newly created user experience pathways were developed based on user content needs to ensure that ASMI’s robust offering of assets and information gets delivered quickly to the right audience. For example, the new retail page or “hub” includes the latest retail consumer research and a news and events feed tailored just for the retail audience. The recipe database, a favorite search for consumers, is organized into recipe collections such as family friendly, under 30 minutes, and breakfast and brunch ideas. Much of the institutional information about ASMI itself has been moved to the footers, for easy and quick navigation.

ASMI began the process of rebuilding the website over a year ago by surveying industry participants, auditing existing websites, and creating a content plan based on evolving consumer needs. Over the course of the pandemic, the shift to remote work allowed staff to focus on the growing need for timely, relevant information through the execution of the project. The new site is operated by ASMI staff and aligns with industry best practices to deliver powerful search optimization and user analytics moving forward to connect Alaska Seafood with targeted online audiences.