Kenai Peninsula Borough

Community & Economic Development Division

43335 Kalifornsky Beach Road, Suite 16 � Soldotna, AK 99669

Tel: (907) 262-6355 � Fax: (907) 262-6762

M E M O R A N D U M

To: Tim Navarre, Assembly President

KPB Assembly Members

Thru: Dale L. Bagley, Borough Mayor

From: Wanetta Ayers

Date: 02/09/1

Subject: Initiating work on a regional fish branding strategy

The CEDD assisted the World Trade Center with a Seafood Forum held this past December in Kenai. The focus of the forum was on quality care, handling and processing of seafood products. In addition to quality control, the presenters offered information on changing market needs and trends, and regional branding strategies used in the Cooper River and AYK regions.

The forum was well attended by more than fifty Peninsula area harvesters and processors, in addition to other interested individuals. The information presented was thought provoking and challenged some of the industry rules-of-thumb and standard operating procedures. Repeatedly, the question I have most often heard from those who attended the Forum, or those who only heard about it, is 'what can we do to turn interest into action?'

One positive outcome, as you know, is that the World Trade Center will be bringing another Seafood Forum to the Peninsula, which is scheduled for Homer on April 9. However, I think the Borough can play an important role in scoping the feasibility of establishing a regional branding and marketing strategy for the Cook Inlet salmon fisheries. As an initial step, I recommend conducting a needs assessment to determine the harvesters' and processors' commitment to this concept. The scope of work for this needs assessment would be to interview Peninsula area harvesters and processors. A compilation of these interviews will help us determine if and how the Borough can best help to stabilize this important part of our economic base.

If the Assembly funds this effort, we can issue an RFP and find a contractor to complete this work before the start of the fishing season, including reporting back to the community.

In closing, let me emphasize that this is an initial step toward stabilizing the commercial seafood industry. Additional work will be required to facilitate this effort. I am working to identify federal grant funding that may help us in this regard. I have prepared the attached ordinance for the Assembly's consideration. If you have any questions, please let me know.