The Effort is Part of State’s Salmon Revitalization Strategy

JUNEAU, Alaska – Dec. 7, 2004– Continuing its strategy to bring innovation to shelf-stable seafood, Chicken of the Sea and Alaska Gov. Frank H. Murkowski yesterday unveiled a new, smoked pacific salmon in a ready-to-eat foil pouch.

The official introduction of the wild-caught salmon took place at the capitol building in Alaska, and results from a partnership between the seafood company and the state.  Chicken of the Sea Smoked Pacific Salmon will be processed by Alaska-based NorQuest and will, for the first time, lend a national brand name to real-wood-smoked pacific salmon in a ready-to-serve foil pouch.  The smoked salmon is part of Alaska’s efforts to increase productivity and innovation in its fishing industry.

"I am gratified and encouraged by the work Chicken of the Sea and NorQuest have put into creating a superior product using wild Alaska salmon," said Murkowski. "Alaska is proud of the quality and health benefits of its seafood. This innovative new product will provide American consumers with another way to enjoy the health benefits of Alaska's wild salmon."

In December 2003, the state awarded the seafood company a grant to produce the product, which is expected in stores nationwide in February 2005. Chicken of the Sea will match grant money awarded by the state.

>“The wild-caught smoked salmon adds to our growing line of pouched seafood and offers consumers a new, great-tasting product that meets the needs of their busy lifestyles,” said Dennis Mussell, president of Chicken of the Sea.  “The real-wood-smoked salmon is also part of our ‘best in class’ brand strategy that started when we introduced the chunkiest national brand chunk light tuna in February 2004.” 

According to ACNielsen, chunk light tuna accounts for more than 75 percent of all tuna sold.  However, Mussell noted that consumers were looking for a chunkier, firmer chunk light product.

“By offering consumers quality, ‘real chunk’ light tuna, we helped differentiate our brand, reinvigorate the category and paved the way for many new items, including smoked salmon, in shelf-stable seafood,” said Mussell.

Since the introduction of the chunkier chunk light, Chicken of the Sea also became the first national brand to offer a complete line of pouched shellfish, including shrimp, clams, oysters, crab, and imitation crab. 

“Chicken of the Sea has a long history of responding to consumers’ desires, and they respond favorably.   Our customers are embracing our recently introduced line of shellfish, and we have already received overwhelmingly good feedback from retailers about the wild-caught, real-wood-smoked Alaska salmon,” said Mussell. “We credit the positive response to the outstanding quality of the product, and our aggressive and continual effort to grow our brand.”

Adding to its list of new products, in early 2005 the seafood company will move into the frozen food aisle with Chicken of the Sea Frozen Shrimp.

“This is an exciting time for us.  We’re achieving great success in a fiercely competitive marketplace in which innovation isn't as commonplace as other industries,” said Mussell.

The introduction of Chicken of the Sea Smoked Pacific Salmon is part of Murkowski’s Salmon Revitalization Strategy, a multi-year plan that includes investment by the state in infrastructure, capital improvement, quality and marketing for the Alaska salmon industry.

“As governor, I look forward to continuing partnerships with fine companies such as Chicken of the Sea and NorQuest to bring Alaska's salmon to market,” said Murkowski.

Mussel said the introduction of Chicken of the Sea Smoked Pacific Salmon is only the start of many new and innovative Alaska seafood products that cater to the needs of American consumers.

Chicken of the Sea Smoked Pacific Salmon will be available in a 3-ounce pouch.  Suggested retail price is $2.99.