On June 16 and 17, ASMI China organized a retail education seminar in cooperation with City Shop in Shanghai. City Shop now has eight shops in Shanghai and over 80% of its goods are imported. Consumers are mainly expats and white collar workers. There was a total of 70 seafood buyers and relative staff participating in the activity. ASMI China staff introduced Alaska and its seafood in detail by PPT and DVDs, discussing the health and nutritional benefits of Alaska seafood. Meanwhile, a guest chef was invited to do a cooking demonstration, using Alaska snow crab, halibut, pollock, sockeye, and black cod.? The chef showed the various ways to prepare Alaska seafood. Following this, participants had chance to sample the dishes the chef cooked.

After the activity, store buyers and relative staff expressed that the event was very significant. This represents a significant increase in product image in the China market. The results of the questionnaire conducted after the activity showed a positive reaction from the participants towards the Alaska seafood.? One-hundred percent of attendees expressed that they learnt a lot about Alaska seafood and thought the activity could really help them introduce this information to the customers and increased their confidence in working with Alaska seafood.

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