Why is the Alaska Seafood logo appearing on VIČI surimi packaging? What does it mean for consumers?
More and more people, when choosing food products, pay attention not only to taste or price. They also want to know where the raw materials come from, how they were sourced, whether their origin is trustworthy.
The Alaska Seafood Marketing Institute (ASMI) logo is more than just another logo on the packaging – it indicates that the product is made using wild Alaska pollock, harvested within one of the most strictly managed fisheries systems in the world.
From the cold waters of Alaska to VIČI products
Alaska is known around the world not only for its spectacular natural environment. It is also regarded as one of the world’s most responsibly managed fishing regions.
Every year, scientists assess fish stocks, while catch quotas are set at levels that allow fish populations to replenish naturally. This system helps ensure the long-term conservation and responsible use of marine resources. Wild Alaska pollock caught in these cold, pristine Alaskan waters is the primary raw material used to produce high-quality surimi.
This matters not only from an environmental perspective. For consumers, it means clear product origin, consistent quality, and the opportunity to choose products made from a reliable and responsibly sourced raw material.
What exactly is surimi?
Although various myths still surround surimi, it is in fact a product with a history spanning more than 900 years, made from carefully selected white fish fillets. The fish is minced and washed to retain high-quality proteins, creating a versatile base for a wide range of products – from surimi sticks to other surimi products in various shapes.
Surimi made from wild Alaska pollock provides high-quality, easily digestible protein. According to ASMI, it is a complete source of protein containing all nine essential amino acids.
A partnership that builds greater trust
Vičiūnai Group has been cooperating with the Alaska Seafood Marketing Institute (ASMI) for several years. ASMI is a partnership between the State of Alaska and the Alaska seafood industry, responsible for promoting awareness, quality, and sustainability of Alaska seafood worldwide. The organisation carries out consumer education initiatives and joint marketing campaigns and works with retailers, food manufacturers, and the foodservice sector in more than one hundred markets around the world.
This partnership enables Vičiūnai Group not only to implement joint marketing campaigns but also to contribute to a broader goal – increasing consumer knowledge about surimi, how it is produced, where its raw material comes from, and the responsible use of marine resources.
“Today, people want to know more than simply what is listed in a product’s ingredients. They want to understand where the raw materials come from, why they were chosen, and what they can trust. Our cooperation with ASMI enables us to communicate this even more clearly. For us, this is not merely a marketing partnership – it is a shared commitment to offering consumers products whose quality, origin, and sustainability are easy to recognise,” says Vilma Veverskė, Head of Marketing and Communications at Vičiūnai Group.
Joint campaigns across Europe
Over the past several years, the partnership between Vičiūnai Group and ASMI has continued to grow stronger.
In 2025, joint campaigns were carried out in Belgium, Finland, the United Kingdom, and Lithuania. VIČI surimi products were promoted through retail networks, digital channels, social media, and consumer education initiatives.
In the first half of 2026, campaigns were already carried out across all three Baltic States, as well as in Belgium, the United Kingdom, and Italy. The first joint campaign in Sweden is planned for September, while cooperation plans for 2027 are already being discussed with ASMI. The partners plan to expand joint marketing initiatives in strategic European markets, continue consumer education projects, and increase the visibility of VIČI surimi products both in retail networks and across digital channels.
A new logo on the packaging
Until now, the Alaska Seafood logo has primarily been used as part of joint marketing campaigns.
Starting this year, the Alaska Seafood logo is becoming a permanent feature on the packaging of high-quality VIČI surimi products. It helps consumers more easily identify products made from wild Alaska seafood and provides additional information about their origin.
The first products carrying the logo have already appeared in retail stores across the Baltic States and are gradually reaching other European markets.
More than a partnership
Vičiūnai Group’s cooperation with ASMI goes beyond joint advertising campaigns. It represents a long-term commitment to building consumer trust in surimi products, communicating their origin, quality, and sustainability, and helping people make informed choices.
When consumers see the Alaska Seafood logo on a product’s packaging, it highlights a simple but important point – behind every product lies not only a recipe, but also a story: from the cold waters of Alaska to VIČI products and, ultimately, to consumers’ tables.
More information
- About the Alaska Seafood Marketing Institute (ASMI): About ASMI
- Surimi recipes: SURIMI – Delicious right away!
- More about Alaska fisheries sustainability and quality principles: The Value of ASMI
- About surimi: Alaska Seafood – Surimi