Pacific Fishing Processor Survey
Pacific Fishing recently conducted a survey of fish processors in order to determine the magazine’s relationship with seafood processors.
Nearly 250 seafood processors were identified using the Alaska Seafood Marketing Institute (ASMI) database. Processors were contacted individually and telephonic interviews were used to conduct the survey. The processors interviewed included everything from small mom-and-pop operations involved in direct marketing of their own catch, to some of the world’s largest seafood processing and distribution companies. All of the processors contacted deal with fresh wild seafood caught off the West Coast of the U.S., in the Pacific Ocean. The survey was deliberately conducted during processing off-season – because processors would have more time – which somewhat limited the number of processors contacted.
Processors interviewed deal with a multitude of product species, including salmon, cod, crab, squid, urchin, and clams, to name but a few. A diverse variety of product types are available from the processors surveyed, including canned, oil, whole, filets, steaks, cheeks, livers, roe, fresh, frozen, and smoked fish to name but a few. Depending on the processor, products maybe sold by the ounce or the ton. Most processors ship to locations all over the world.
Of 244 seafood processors called, 96 processors (39.5 percent) were contacted and agreed to take the survey. Some 15 of the processors called (6 percent) had numbers that were disconnected or no longer in service.
There were 54 of the 96 processors interviewed (56.3 percent) who had a subscription to Pacific Fishing and said at least one staff member that reads the magazine. In most cases, more than one person at each company reads the magazine, and in some cases multiple employees at the same company subscribe to Pacific Fishing.
Forty-two of the 96 processors interviewed (43.7 percent) claimed to be familiar with the magazine, or said they read it occasionally, but did not have a current subscription.
Processors that subscribe to Pacific Fishing have overwhelmingly positive things to say about the magazine. According to readers that work in fish processing, the publication provides “timely news and expert analysis.” That is not surprising considering Pacific Fishing is the only magazine that focuses on issues in the North Pacific fisheries.
Fish processors that handle wild Pacific products know that one of the best sources for information regarding West Coast fisheries is Pacific Fishing, as evidenced by the high proportion of processors surveyed that read or are familiar with the magazine, and reinforced by the percentage of processors interested in becoming first time subscribers.
Joe Zelasney holds a master’s degree from the University of Washington School of Marine Affairs.