Alaska Seafood marks wild salmon season with new Seattle – London flight route. First Flight, First Catch campaign celebrates the start of Alaska’s wild salmon harvest and the inaugural Alaska Airlines direct route to the UK.
The Alaska Seafood Marketing Institute (ASMI) is launching a UK marketing campaign to celebrate the start of the wild Alaska salmon season, coinciding with the inaugural Alaska Airlines direct route from Seattle to London Heathrow.
The new daily, year-round service, launching on 21 May 2026, creates an additional route to market for Alaska seafood and opens up more opportunities for in-season wild Alaska salmon to reach UK chefs, retailers and consumers.
Titled First Flight, First Catch, the campaign will mark the arrival of Alaska’s salmon season with an in-store collaboration with Whole Foods Market and an intimate London supper club for media, influencers and trade guests. It will be supported by influencer partnerships, PR activity and social media content designed to raise awareness of wild Alaska seafood’s provenance, seasonality, sustainability and premium quality.
The launch is closely timed with the opening of Alaska’s commercial salmon harvest, which begins each May in the cold, fast-flowing waters of the Copper River. Wild Alaska king salmon will travel on the inaugural Seattle–London flight, celebrating the long-standing connection between Alaska’s fishing communities, Alaska Air Cargo and international seafood markets.
While the majority of Alaska seafood will continue to reach international markets by sea, the new route provides an additional high-value option for fresh, seasonal seafood – particularly for chefs and customers looking to experience wild Alaska salmon at the start of the harvest.
The UK is already a key market for Alaska seafood. Salmon remains the UK’s number one imported seafood species, while Alaska seafood is widely available through major retailers, foodservice distributors, hospitality operators and institutional caterers. In addition to salmon, UK consumers are already familiar with wild Alaska pollock through fish fingers, while premium species such as Alaska sablefish, often known as black cod, are increasingly visible on restaurant menus.
According to 2025 Rose Research data supplied by ASMI, 87% of UK seafood consumers are favourable towards seafood from Alaska, with nearly seven in ten rating it highest among key competitors for safety and sustainability. ASMI also reports that Alaska seafood exports to Northern Europe reached 119,813 metric tonnes in 2025, valued at USD $446 million, up 22% by value year-on-year.
Megan Belair, International Marketing Manager – Europe & MENAWA for the Alaska Seafood Marketing Institute, said:
“Wild Alaska salmon is one of the world’s great seasonal seafood moments. The start of the harvest is an important time for Alaska’s fishing communities and an exciting opportunity for chefs, retailers and consumers in the UK to experience the quality, flavour and provenance of wild Alaska seafood.
“The new Seattle–London route provides a compelling new way to tell Alaska seafood’s story, bringing Alaska closer to the UK market than ever before. This direct connection creates an additional route to market for Alaska’s seasonal seafood while highlighting the people, places, and responsible fisheries management practices behind every catch.”
Ian Morgan, vice president of cargo at Alaska Airlines, said:
“We are proud to launch our first direct route between Seattle and London Heathrow, strengthening the connection between the Pacific Northwest and the UK. As well as opening up a new travel option for UK visitors, the route creates opportunities to connect British customers with the exceptional seafood, landscapes and communities Alaska is known for.
“Carrying wild Alaska salmon on the inaugural flight is a fitting way to mark the launch and celebrate the close relationship between Alaska Airlines, Alaska Air Cargo and the state’s seafood industry.”
Wild Alaska salmon is prized for its naturally firm texture, vibrant colour and distinctive flavour. Because it is wild, its taste and appearance vary by species, season and environment, offering chefs and retailers a diverse range of options for different occasions, from premium fresh fillets to frozen and canned products.
Sustainability is central to the Alaska seafood story. Since statehood in 1959, Alaska has had sustainable fishing written into its constitution, requiring fisheries to be managed on the sustained yield principle. Today, Alaska fisheries are managed through a science-based system designed to protect fish stocks, ecosystems and the fishing communities that depend on them.
Image: ASMI