ASMI INTERNATIONAL FY21 BUDGET PROPOSAL Presented to: ASMI Board - - PowerPoint PPT Presentation

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ASMI INTERNATIONAL FY21 BUDGET PROPOSAL Presented to: ASMI Board - - PowerPoint PPT Presentation

Mar 08, 2023 161 likes •486 views

ASMI INTERNATIONAL FY21 BUDGET PROPOSAL Presented to: ASMI Board of Directors Presented by: Hannah Lindoff Senior Director of Global Marketing & Strategy May 5, 2020 FUNDING SOURCES : MAP = Market Access Program, annual grant award

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ASMI INTERNATIONAL FY21 BUDGET PROPOSAL

Presented to:

ASMI Board of Directors

Presented by:

Hannah Lindoff Senior Director of Global Marketing & Strategy May 5, 2020

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FUNDING SOURCES:

MAP = Market Access Program, annual grant

award from the Foreign Agricultural Service (FAS) $4,453,652

ATP = Agricultural Trade Promotion Program,

  • ne-time surge in funding ~$7.5 million,

awarded by FAS in response to the China-US trade dispute $1,540,000

Match = SDPR (assessment) and contributions

for specific events $2,495,000 (MAP & ATP match)

Total Budget: $8,488,652

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BUDGET STRATEGIC OVERVIEW

 Submitted request for ATP extension through June 30, 2024  FY 21 shows a decrease in ATP funding of -$782,000  MAP decreased -$63,000…..TBD  Match (SDPR) decreased -$110,000  Total $955,000 cut  The accounting position was removed from our personal services budget, neutralizing

much of the match loss this year

 ATP continues to fund ASMI-wide projects, the Tech program, Coms and the

Sustainability program

 China program greatly reduced  Reductions across the board other than SE Asia and SEU  Some cuts to ATP reflect projects that will have been completed  ATP will roll over  DUE TO COVID-19, UNSPENT MAP $ WILL ALSO ROLL OVER- AMOUNT TBD

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UPCOMING EVENTS

Next Generation Trade Mission - Seattle, Kodiak February 7-12 Peru Outbound Trade Mission - Peru March 2-6 Seafood Expo North America – Boston* March 15-17

*SE Asia inbound buyers mission put on by the US Seafood GBI

FHA Food & Beverage Show - Singapore March 31 – April 3 Seafood Expo Global – Brussels (for the last time!) April 21-23 SIAL – Shanghai May 13-15 APAS – São Paulo May 18-21 Thaifex Anuga – Bangkok May 26-30 Thailand Outbound Trade Mission

  • Thailand

May 31 – June 4 Culinary Retreat – Cordova June 7-11

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PROPOSED BUDGET REVISION TIMELINE

April 21 May 5 Juneish June 30 Julyish Mid Aug. Mid Aug. Late Aug. Fall 2020 YOU ARE HERE

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$- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 MATCH (MAP) MAP MATCH (ATP) ATP TOTAL BUDGET 2020 2021

  • 2021 budget: $8,488,652 (-10%)

ASMI INTERNATIONAL PROGRAM

15% 8% 13% 14% 11% 12% 8% 7% 5% 3% 4%

14% 14% 14% 12% 11% 8% 8% 7% 4% 4% 4%

Japan $1,416,499 to $1,196,260 SEU $812,683 to $1,172,270 NEU $1,240,058 to $1,153,142 China $1,304,113 to $989,461 ASMI Prog. Ops $1,019,961 to $924,500 WEU $1,143,080 to $705,202 CEU $764,876 to $699,876 South America $636,992 to $593,824 EEU $437,934 to $372,200 SE Asia $329,000 to $351,917 Global $359,700 to $330,000

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  • 2021 budget: $924,500 (-9%)
  • Personal Services down -

13%

  • All other line items remain

the same

ASMI HQ

70% 10% 10% 8% 2% 67% 11% 11% 9% 2%

Personal Services Staff Travel Consolidated Program Expenses Product/Marketing /Goodwill Materials Trade marks

$623,000 , 67% $100,000 , 11% $97,000 , 11% $84,500 , 9% $20,000 , 2% $- $200,000 $400,000 $600,000 $800,000 $1,000,000 MATCH (MAP) MAP MATCH (ATP) ATP TOTAL BUDGET 2020 2021

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  • 2021 budget: $330,000 (-9.5%)
  • Grant Required Evaluations
  • Sustainability budget -$20,000 ATP,

+$5,000 match

  • Revolving trade show or mission
  • $14,700 match

ASMI GLOBAL

$- $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000 $400,000 MATCH (MAP) MAP MATCH (ATP) ATP TOTAL BUDGET 2020 2021 57% 32% 11% 58% 35% 7%

Sustainability Technical Events Global Evaluation Trade show or in-bound mission

$190,000.00 , 58% $115,000.00 , 35% $25,000.00 , 7%

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CHINA

  • 2021 budget: $989,461 (-25%)
  • Trade – 5% decrease
  • HRI – 6% increase
  • Eliminated for 2021:
  • E-Learning Platform
  • Ready-to-cook/eat Meal

Promotion

  • LED Billboards

$160,000 , 18% $115,000 , 13% $106,000 , 12% $105,000 , 12% $100,000 , 12% $90,000 , 10% $59,000 , 7% $52,000 , 6% $45,000 , 5% $22,461 , 3% $15,000 , 2% Retail Merchandising Trade Shows Trade PR/Advertising Consumer PR Website Foodservice Promotions Chef Seminars Training School Program Chef Competition Trade Seminars 2.0 Offline-to-Online Product Showcase Promotion 12% 58% 30% 11% 53% 36% Consumer Trade HRI $- $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000 MATCH (MAP) MAP MATCH (ATP) ATP TOTAL BUDGET 2020 4% 3% 2% 2% 2%

  • 4%

Trade Shows Training School Program Retail Merchandising

Proportionate Budget Percentage Change

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E-learning App WeChat -over a billion monthly users Weibo The goal is 1 billion exposures and 80,000 clicks on Weibo and 120,000 clicks on

  • WeChat. 200,000 clicks

total.

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JAPAN

  • 2021 budget: $1,196,260 (-16%)
  • 6% of the budget decrease is

from:

  • ASMI Roe Product Promotions
  • ASMI Video Assets
  • Largest hit is Consumer

Demographic Outreach

  • Largest increase is Consumer

Promotions

$290,000 , 37% $124,000 , 16% $90,000 , 12% $58,760 , 7% $55,000 , 7% $45,000 , 6% $35,000 , 4% $30,000 , 4% $25,000 , 3% $15,000 , 2% $12,500 , 2%

Retail Merchandising Consumer PR Foodservice Promotions Trade Shows Consumer Promotions Video Assets Trade PR/Advertising Digital Creative Trends Roe Product Promotions Consumer Demographic Outreach Website

18% 69% 13% 25% 64% 11% Consumer Trade HRI $- $250,000 $500,000 $750,000 $1,000,000 $1,250,000 $1,500,000 MATCH (MAP) MAP MATCH (ATP) ATP TOTAL BUDGET 2020 2021

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NORTHERN EUROPE

  • 2021 budget: $1,153,142

(-3%)

  • Digital Creative Trends is

now Digital Assets

41% 42% 17% 49% 35% 16% Consumer Trade HRI $255,534 , 29% $210,000 , 23% $147,250 , 16% $100,000 , 11% $80,500 , 9% $50,067 , 6% $40,791 , 5% $7,000 , 1%

Retail Merchandising Digital Assets Consumer PR Foodservice Promotions Consumer Advertising Trade PR/Advertising Foodservice PR/Advertising Website

$- $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000

MATCH (MAP) MAP MATCH (ATP) ATP TOTAL BUDGET 2020

  • 8%
  • 1%
  • 1%
  • 1%

2% 7% Digital Creative Trends Consumer PR Foodservice PR/Advertising Consumer Advertising Retail Merchandising Digital Assets

Proportional Budget Percentage Change

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$255,534 , 37% $147,250 , 22% $100,000 , 15% $80,500 , 12% $50,067 , 7% $40,791 , 6% $7,000 , 1%

Retail Merchandising Consumer PR Foodservice Promotions Consumer Advertising Trade PR/Advertising Foodservice PR/Advertising Website

NORTHERN EUROPE

  • 2021 budget

without Digital Assets

  • $943,142
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WESTERN EUROPE

  • 2021 budget: $705,202 (-38%)
  • Eliminated “Find Your Supplier”
  • SEG moved to SEU

$- $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000 2020 2021 $185,000 , 34% $77,580 , 14% $72,000 , 13% $67,000 , 12% $30,000 , 6% $29,622 , 5% $22,000 , 4% $30,000 , 5% $20,000 , 4% $14,000 , 3%

Retail Merchandising Consumer PR Trade PR/Advertising Foodservice Promotions Trade Shows New Media Ambassador Online Chef Tutorials HRI Trade shows Chef Seminars Website

12% 74% 14% 20% 55% 25% Consumer Trade HRI 11% 5% 4% 4%

  • 4%
  • 31%

Retail Merchandising Consumer PR Trade PR/Advertising Foodservice Promotions “Find Your Supplier” System Trade Shows

Proportion Percentage Budget Change

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CENTRAL EUROPE

  • 2021 budget: $699,876 (-7%)
  • Eliminated Seafood University

(complete)

$- $200,000 $400,000 $600,000 $800,000 $1,000,000 2020 2021 13% 69% 18% 15% 62% 23% Consumer Trade HRI $153,000 , 29% $80,000 , 15% $78,000 , 15% $65,000 , 13% $45,000 , 9% $30,000 , 6% $28,000 , 5% $25,000 , 5% $16,876 , 3% $2,000 , 0%

Retail Merchandising Consumer PR Trade PR/Advertising Foodservice Promotions Trade Shows Online Marketing Tools HRI Trade Shows Chef Seminars Website Processor Information Kits

3%

  • 1%
  • 5%
  • 7%

Retail Merchandising Online Marketing Tools Seafood University Processor Information Kits

Proportion Budget Percentage Change

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 Influencer Workshop with Friedrichs  Influencers checked the raw materials and learned

how to identify quality seafood and the differentiation between wild salmon from farmed fish.

 They worked with the product in Friedrichs’ facility

creating their own versions of the traditional smoked sockeye salmon.

 66 posts with content about Alaska Seafood and

Friedrichs, reached an audience of 34.9 million.

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SOUTHERN EUROPE

  • 2021 budget: $1,172,270

(+47%)

  • Trade increase from 67% to

80%

  • Seafood Expo Global –

Barcelona

67% 33% 80% 20% Trade HRI $86,000 , 15% $124,000 , 22% $116,000 , 20% $98,763 , 17% $31,000 , 6% $28,000 , 5% $27,000 , 5% $25,000 , 4% $25,000 , 4% $11,000 , 2%

Trade Shows Retail Merchandising HRI Trade Shows Trade PR Trade Advertising Chef Seminars Foodservice Promotions New Retail Platforms Chef/Trade Immersion & E- immersion Website

  • 5%
  • 5%
  • 4%
  • 4%
  • 3%

28% HRI Trade Shows Retail Merchandising Trade PR Chef/Trade Immersion & E-immersion New Retail Platforms Trade Shows

Proportion Budget Percentage Change

$- $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000 2020 2021

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Como Como Festival, Barcelona, November 30, 2019 Forum Gastronomic 2019, Barcelona

  • November 18-20, 2019

Gastronóma Valencia HRI Trade Show, Valencia November 10-12

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EASTERN EUROPE

  • 2021 budget: $372,200 (-16%)
  • Variety of trade activities with

a large focus on technical education

Technical Education Retail Merchandising Trade PR/Advertising Trade Shows Trade Missions 2020 $158,000 $55,000 $60,000 $22,600 $28,334 2021 $111,667 $55,000 $52,000 $20,000 $19,533 $- $30,000 $60,000 $90,000 $120,000 $150,000 $180,000 2020 2021

$- $100,000 $200,000 $300,000 $400,000 $500,000 2020 2021

$111,667 , 43% $55,000 , 21% $52,000 , 20% $20,000 , 8% $19,533 , 8%

Technical Education Retail Merchandising Trade PR/Advertising Trade Shows Trade Missions

51% 49% 57% 43% Trade HRI

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KOL PARTNERSHIP: KLOPOTENKO

Evgeniy Klopotenko: young Ukrainian chef, participant and winner of amateur Masterchef-5 Ukraine TV contest. Owner of the restaurant “100 year ago before.” Klopotenko acts as an expert participant in modernization of Ukrainian school menus. He developed a cook book dedicated to modern kids’ recipes for Ukrainian schools, which was officially used in over 1,840 schools across the country. Created a kids recipe with wild Alaska pollock, salmon and other seafood.

“Choose the right roe!” “Cooking with pollock”

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SOUTH AMERICA

  • 2021 budget: $593,824 (-7%)
  • Proportionately trade servicing

is growing by just over 3%

  • All else relatively similar

$- $50,000 $100,000 $150,000 $200,000 $250,000 Brazil (MAP) South America (ATP) 2020 2021 $- $200,000 $400,000 $600,000 $800,000 MATCH (MAP) MAP MATCH (ATP) ATP TOTAL BUDGET 2020 2021 37% 63% 43% 57% Brazil (MAP) South America (ATP) $130,024 , 40% $54,000 , 16% $38,000 , 12% $36,000 , 11% $32,800 , 10% $28,000 , 8% $10,000 , 3%

Retail Merchandising Foodservice Promotions Trade Servicing Trade Missions Chef Education Trade/Public Relations Website

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PERU TRADE MISSION MARCH 1 – 6, 2020

 Five participants  In response to the

recent market access challenge, a regulatory component was added to the itinerary.

 Mission engaged in

regulatory seminar with Peruvian Authorities to learn and understand the exporting requirements.

 NOAA will follow up.

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SOUTHEAST ASIA

  • 2021 budget: $351,917 (+7%)
  • No MAP funding
  • Possible trade show move

73% 27% 80% 20% Trade HRI $108,000 , 42% $59,000 , 23% $39,667 , 15% $28,000 , 11% $23,000 , 9%

Trade Shows Trade Servicing/Events Retail Merchandising Chef Seminars HRI Promotions

$- $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000 $400,000 2020 2021 Trade Servicing/Events Trade Shows Retail Merchandising Chef Seminars HRI Promotions 2020 $56,750 $74,667 $39,667 $34,333 $29,333 2021 $59,000 $108,000 $39,667 $28,000 $23,000 $- $20,000 $40,000 $60,000 $80,000 $100,000 $120,000

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$- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 MATCH (MAP) MAP MATCH (ATP) ATP TOTAL BUDGET 2020 2021

  • 2021 budget: $8,488,652 (-10%)

ASMI INTERNATIONAL PROGRAM

15% 8% 13% 14% 11% 12% 8% 7% 5% 3% 4%

14% 14% 14% 12% 11% 8% 8% 7% 4% 4% 4%

Japan $1,416,499 to $1,196,260 SEU $812,683 to $1,172,270 NEU $1,240,058 to $1,153,142 China $1,304,113 to $989,461 ASMI Prog. Ops $1,019,961 to $924,500 WEU $1,143,080 to $705,202 CEU $764,876 to $699,876 South America $636,992 to $593,824 EEU $437,934 to $372,200 SE Asia $329,000 to $351,917 Global $359,700 to $330,000

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  • 2021 budget: $8,488,652 (-10%)

ASMI INTERNATIONAL PROGRAM

Japan SEU NEU China ASMI Prog. Ops WEU CEU South America EEU SE Asia Global 2020 $1,416,499 $812,683 $1,240,058 $1,304,113 $1,019,961 $1,143,080 $764,876 $636,992 $437,934 $329,000 $359,700 2021 $1,196,260 $1,172,270 $1,153,142 $989,461 $924,500 $705,202 $699,876 $593,824 $372,200 $351,917 $330,000 $- $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000 $1,600,000 $- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 MATCH (MAP) MAP MATCH (ATP) ATP TOTAL BUDGET 2020 2021

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THANK YOU!