The Association of Genuine Alaska Pollock Producers (GAPP) Board of Directors has approved a new strategic plan and associated budget to undertake the association’s first-ever national marketing programme.
GAPP’s 2022-23 Strategic Plan will highlight the wild-caught, sustainability and nutritional attributes of wild Alaska pollock to US consumers, launch a research agenda to better understand opportunities and barriers to consumption, and ensure the association’s Partnership Program continues to thrive globally.
As part of the plan, GAPP will devote over $1.5 million to its global Partnership Program, which is dedicated to spurring investment in innovation to put more wild Alaska pollock in front of more consumers.
“With our first-ever national year-long marketing programme, we’re excited to focus not only on the periods of high consumption – like Lent – but also on the periods where seafood and wild Alaska pollock are not top of mind for consumers,” GAPP CEO, Craig Morris, said. “This GAPP campaign is meant to constantly reintroduce the consumer to the most sustainable, nutritious, wild-caught whitefish on the planet.”
The board has also welcomed Inge Andreassen, Chief Operating Officer of American Seafoods, as its newest member representing the Bering Sea/Aleutian Islands (BS/AI) Catcher Processor sector.
Andreassen replaces Mikel Durham who served as GAPP’s chair of the board for the last three years.
A nominating committee will be formed to identify a new chair, with Doug Christensen, current GAPP Vice-Chair, serving in the interim.
A new GAPP Committee structure has also been approved, comprising a Steering Committee to set the strategy for the organisation and measure return on investment, and three standing committees that follow the GAPP priority workstreams: Marketing, Research and Partnerships.
“We are excited to welcome Inge to the GAPP Board and look forward to him continuing to help GAPP drive wild Alaska pollock forward, boldly, into the future and driving value for the fishery,” said Morris.
