Walmart Launches The Alaskan Seafood Brand

Walmart - The AlaskanWalmart is adding more wild caught Alaska seafood at select stores in Alaska and Washington. The expanded assortment includes The Alaskan, a new 100% Alaska seafood brand created by a family-owned business and launching exclusively at Walmart. The nation’s largest grocer is also adding Alaskan cod, salmon, rockfish, sole and crab to its broad seafood offering. Each of the new items is harvested in Alaska and processed locally in Alaska or in the Pacific Northwest.

From all-natural Alaska coho salmon fillets to Alaska whitefish burgers, 14 new exclusive items are now on shelves at each Supercenter in Alaska and 20 additional stores in Washington.

Walmart has proudly sourced seafood from the state of Alaska for many years and continues to work with the state, the Alaska Seafood Marketing Institute (ASMI), suppliers and others to provide customers with quality products at affordable prices.

The new items are also labeled as Made in the USA. In 2013 Walmart committed to American renewal by announcing its intent to help boost job creation and U.S. manufacturing through buying an additional $250 billion in products that support American jobs by 2023. Trident Seafoods, a Seattle-based family owned business founded in 1973, supplies The Alaskan brand. Trident operates more than a dozen fish processing facilities in Alaska coastal communities and is fully committed to maintaining abundant, sustainably managed fisheries.

“Our customers shop with an eye for quality and value. Like us, they’re also passionate about supporting local products. Some of the best catches in the world are found right here in Alaska and we’re proud to add these items to our seafood assortment,” said Scott Patton, market manager, Walmart U.S.

New Alaska Seafood certified products include:

The Alaskan

  • 12 oz. Alaska Coho Salmon
  • 8 count Alaska Fish Sandwich
  • 24 oz. Alaska Pollock Fillets
  • 4 count Alaska Whitefish Burger
  • 12 oz. Alaskan Grilled Salmon

Additional items:

  • 1 lb. Alaska Cod Loin
  • 1 lb. Alaska Cod Fillet
  • 1 lb. Alaska Coho Salmon
  • 1 lb. Alaska King Salmon
  • 1 lb. Alaska Keta Salmon
  • 1 lb. Alaska Rockfish
  • 1 lb. Alaska Sole
  • 1 lb. King Crab
  • 1 lb. Snow Crab


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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.