ASMI cleverly selected an inherently "better" product and promoted the hell out of it. Much of this was aimed at the trade: chefs and restaurants, who in turn, promoted their dishes to their patrons. There was also some marketing aimed at consumers, and a LOT of publicity and PR. (I worked on this account on and off for approximately 10 years, and almost all of it was either PR or trade marketing.) Packaged goods and consumer products use these same tactics, only they are a little more obvious. Labels, advertising, retail distribution (many premium products, such as perfumes and electronics, are only sold in higher end stores -- the retail environment affects their brand image), PR (now I’m thinking clothing, accessories and personal - there’s a reason celebrities are always getting free stuff -- the manufacturers know that if Jennifer Aniston or Angelina Jolie is photographed wearing a certain brand of hair scrunchie, people are going to perceive that brand of scrunchie as being premium or luxury. Celebrity endorsements and associations can also burnish a brand image. Look at Beats by Dre headphones. By most accounts, they’re overpriced, but they are nominally better quality than your typical headphones -- and many consumers don’t have much experience with other comparable products. tl:dr: Clever marketing and PR can increase the perception of quality and rarity, which are cornerstones of a luxury/premium brand image. But the brand usually must have some observable advantages over the standard version of the product.
The capital city of Thailand i.e. Bangkok region dominated the country’s frozen foods industry with a revenue share of ~% in 2017. The demand for convenient packaged foods such as frozen seafood and meat was witnessed to rise owing to increasing consumer preference for pre-cooked products. In accordance with Slipakorn University’s research the number of petrol stations in Bangkok region selling frozen ready-to-eat meals was increasing. The Phuket region followed Bangkok with a revenue share of ~%, Pattaya with ~%, Chiang Mai with ~% and other regions such as Hat Yai, Chiang Rai, Khon Kaen and Hua Hin collectively captured the remaining revenue share of ~% in Thailand frozen foods market in the year 2017. How Frozen Seafood and Meat Market of Thailand is Positioned? The country’s frozen seafood and meat market was observed to generate revenues worth THB ~ million in the year 2012, which took a fall to THB ~ million in 2017 owing to falling farmed shrimp supplies in Thailand. Rising Consumption of Other Seafood Products for instance, fish, squid and crab is collectively driving the demand for frozen seafood products amongst the Thai population. In Thailand, frozen seafood and meat offered convenience at a larger scale to a new generation of shoppers in terms of easy-to-cook ready meal solutions with appropriate amount of nutritional content in them. The Thai market was also driven by launch of ~ new processed fish products such as hala, out of which the most popular storage type was frozen and chilled seafood products. Stores for instance, 7-eleven, CP Freshmart and other leading chained super-markets and hyper-markets in Thailand has also boosted the overall growth for frozen seafood and meat market in the country. The chilled/frozen chicken segment established itself as market leader in the Thai frozen foods industry by capturing a little over half of the market with a revenue share of ~% in the year 2017 owing to rising exports of frozen and processed chicken in 2017 due to growing demands in Japan and other European countries. The segment was followed by frozen shrimps, frozen fish and frozen squid with revenue shares worth ~%, ~% and ~% respectively in the year 2017. Frozen seafood and meat is majorly distributed through modern grocery retailers including hypermarkets, supermarkets and convenience stores. These stores further sell the frozen items majorly to quick service joints and restaurants. Hypermarkets in Thailand dominated the frozen seafood and meat market with a revenue share if ~% in the year 2017, thereby, increasing the customer base by providing frozen products at discounted prices. The frozen seafood and meat segment in Thailand was observed to dominate with a massive revenue share of ~% in the year 2017. The market was witnessed to be highly fragmented with manufacturing companies who process and export a wide variety of seafood and meat products, including basic raw frozen productsto semi-processed and value added products. Among seafood, mackerels and sardines were detected as the major selling fish category whereas among meat products, chicken, lamb, beef and pork were popular and widely available in both retail and wholesale markets.
When you say “steakish fish” I think you mean fish like Marlin and Swordfish, right? Well, the reason you can’t find those in a can, or any variety of Ahi other than Albacore, is that it isn’t economically feasible to put them in a can.

Let me explain. Let’s say that the entire sport and commercial fishing fleet leaves Honolulu this morning on the hunt for Swordfish, which we call Shutome, for canning. Those fish are caught through long line fishing, one at a time. Over an entire day they might come back with a combined catch of maybe 10 Shutome. The average weight for these fish is between 100 and 300 pounds, even thought they can be as large as 600 pounds. That gives us a hypothetical catch of 3000 pounds, before it is butchered. After it is cut we’ll say we have 2500 pounds of usable product, which we are going to stick into 8oz cans. That’s 5000 cans of Shutome to put onto store shelves.

How much do you think it cost each boat to catch one fish? They’ll each burn a tank of gas that day. Two V8s will use $800 worth of gas, easily, pushing a 40 foot boat around in Pacific. The boat wants to make a profit as well, so one 300 pound fish is worth at least $8.00 per pound to the guys who caught it. When Shutome is available from my suppliers it usually costs about $18.00 per pound wholesale. So it goes from a canner, who has to process it as well, to a distributor, who has to ship it and market it, and then a retailer, who hopes consumers buy it. Never mind the fact that Shutome is only running between January and May, which will make the canned product even more exclusive.

By the time you pick up a can of Swordfish off of the grocery store’s shelf, it’s going to cost more per pound than dry aged prime beef, white truffles, or that bottle of Screaming Eagle Cab you’ve been yearning for.

Besides, why would you want to eat Shutome like that anyhow; overcooked, dry and packed in water. I want it on the grill and cooked to medium, max, myself.

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