The renewed partnerships with Del Taco, Jack in the Box and Save-On-Foods were announced in ASMI’s mid-February online Marketing Update, on the eve of Lent, a religious tradition observed every year during the 40 days before Easter. Fish is a traditional staple part of Lenten meals. Patrons of these establishments have come to expect these seasonal seafood specials.
Del Taco restaurants offers a limited time special of beer battered fish tacos featuring wild Alaska Pollock, with the ASMI logo visible in Del Taco promotional collateral across print and digital platforms. The taco comes on a corn tortilla with shredded cabbage, tartar sauce and a lime wedge.
At Jack in the Box, the fish sandwich of Alaska Pollock makes its annual return for the Lenten season, breaded in panko breadcrumbs and deep fried, with tartar sauce and shredded lettuce on a plain bun.
Alaska Pollock fish sandwiches are also on tap at Burger King and McDonalds. At Burger King, the fish sandwich has panko breading and is topped with sweet tartar sauce and tangy pickles, on a toasted brioche-style bun. McDonald’s filet-o-fish, with melted American cheese and tartar sauce, is served on a soft, steamed bun.
Wendy’s takes a different twist, serving up a panko-breaded North Pacific cod fillet, topped with a dill tartar sauce and crunchy dill pickles.
In January, Save-On-Foods began a promotion of frozen and refreshed wild Alaska sockeye salmon in 162 stores throughout western Canada. In February, ASMI presented to top Walmart executives at the company’s first Sustainable Seafood Summit. Representatives from Trident, Marine Harvest, Blue Star Seafood and other suppliers participated along with the Marine Stewardship Council, Aquaculture Stewardship Council, Global Sustainable Seafood Initiative, Best Aquaculture Practices, and the Sustainable Fisheries Partnership.