GAPP: Positive Perception of Alaska Pollock Growing
An influencer campaign on social media and related efforts by the industry have put the Wild Alaska pollock industry on track for an increased return on investment in 2025, according to the 2024-25 annual report by Genuine Alaska Pollock Producers (GAPP).
A major investment in its partnership program and bringing more product into domestic markets, was coupled with an increased focus on international marketing in 2024, along with targeted consumer research in key European markets. GAPP Chief Executive Officer Craig Morris cited those factors in comments included in the report, which was released Jan. 6.
GAPP’s largest-ever international partnership program investments were in international markets such as Asia, Latin America and Europe, he said.
The Alaska Pollock Fishery Alliance (APFA) established by GAPP early in 2024, is continuing to promote the Alaska pollock fishery using targeted communications and outreach. That includes conversations about Alaska’s pollock fishery, using facts to combat misinformation, Morris said.
The committee includes representatives of allied pollock trade associations, harvester firms, and Community Development Quota programs, plus customers and scientific and policy experts.
GAPP’s 2025 fiscal year began April 1, 2024 with an operating budget of $4,947,183 made up of five primary budget categories ranging from fishery management communications and partnership programs to investments in Asia, Latin America and Europe. The budget also funded efforts to strengthen partnerships with major domestic brands like Walmart and Arby’s.
On the domestic side, GAPP partnered with the Seattle Mariners baseball team to introduce Wild Alaska Pollock tacos at Edgar’s Cantina during home games in Seattle. The response was strong, accounting for about 40% of all protein sold at Edgar’s Cantina, the report said.
The collaboration with T-Mobile Park in Seattle built on the momentum of GAPP’s sports and entertainment venue strategy, following partnerships at Climate Pledge Arena in Seattle and UBS Arena in New York, the report said.
In August of 2024 GAPP partnered with American Seafoods to host creators of @VoltaMcFish, the Instagram account that influenced McDonald’s Brazil to reintroduce the Filet-O-Fish. By December, four videos highlighting the journey of wild Alaska pollock and its role in the Filet-O-Fish were going viral in Brazil.
GAPP also partnered with the Arby’s fast food restaurant chain to support its Lenten promotion, featuring three wild Alaska pollock sandwiches, the Crispy Fish sandwich, Fish ‘n Cheddar sandwich and King Hawaiian Fish Deluxe sandwich.
According to GAPP, the social media and radio advertising campaign reached 62 million people. Sales exceeded projections by 33%.
Source: https://fishermensnews.com/gapp-positive-perception-of-alaska-pollock-growing/
