March 02, 2004

By: Martin Collins
Website: http://www.1st-in-steaks.com

Fish Witches, Chefs launch Alaska Seafood's Cook it Frozen

The launch of the Cook it Frozen initiative by the Alaska Seafood Marketing Institute has tapped a variety of talents, from professional chefs to the Fish Witches: a team of women seafood marketers who have shared their Alaska commercial fishing experiences with audiences across the country.

ASMI launched the Cook it Frozen initiative to dovetail with the increase in branded or private label seafood lines being offered by U.S. retailers, most of which feature convenient, portioned items.

ASMI hires the Fish Witches team to conduct demonstrations of how to prepare frozen Alaska seafood and Alaska canned salmon at large events such as Women's Shows, that draw an average of 25,000 people per show; they appeared at six such shows in one month this fall. ASMI often partners with retail grocery stores in the show city, to further promote the products.

Professional chefs like "Chef Mike" Monahan, founder of Chefs USA, also help ASMI educate consumers about how easy it is to make a great-tasting Alaska seafood dinner using frozen product. Chef Mike conducts demonstrations supporting ASMI promotions in grocery stores in the Southeastern U.S., and has noted that his customers are astonished at the delicious flavor experience offered by frozen Alaska salmon portions. The cooking demonstrations spur product sales, and help build the Alaska Seafood brand.

This fall, ASMI arranged Cook it Frozen promotions in 1,823 stores, representing 12 different chains. Stores featured various Alaska Seafood species, including salmon, halibut, cod, and pollock. ASMI conducted research on the best cooking methods for frozen seafood, and then developed new recipes and materials offering foolproof tips on how to prepare a great-tasting, healthy Alaska Seafood meal in minutes.

The Cook it Frozen brochure includes preparation instructions, three recipes, and an explanation of how high-technology freezing maintains seafood quality and seals in fresh-caught flavor; a new recipe leaflet includes five recipes. Cook it Frozen recipes and cooking tips are also available on the ASMI website,alaskaseafood.org.

Also see: seafood gumbo recipe

Author Notes:

Martin Collins contributes and publishes news editorial to http://www.1st-in-steaks.com.  Great tips on buying top quality meats, steaks and seafood from the finest ranchers and butchers.