GAPP announces new business partnerships through partnership program

The Association of Genuine Alaska Pollock Producers (GAPP) has announced new partnerships with Denny’s, Gorton’s Seafoods, and New England Seafood Company, according to a 16 July press release.

Denny’s plans to offer pollock fish and chips as well as a pollock fish sandwich; Gorton’s plans to introduce recipes and an ad campaign to encourage customers to try Alaska pollock; and New England Seafood is introducing a pollock tenderloin – with an accompanying ad campaign – to customers in the United Kingdom.

The three groups submitted partnership proposals to GAPP, which the association’s Board of Directors approved unanimously. Each partner brings a matching or greater investment, which is matched by GAPP to help magnify the impact of the funding.

These three partnerships seek to capitalize on changes to the market due to COVID-19. Denny’s offerings will be available for carryout, and both Gorton’s and New England Seafood plan to capitalize on the marked increase of frozen seafood due to the pandemic.

“These partners are wholly leveraging the unique benefits of Wild Alaska Pollock to deliver on the evolving needs of families as they look to solve their cooking boredom at home and also start to venture back out to restaurants,” said GAPP Chief Executive Officer Craig Morris. “Personally, I’m excited that the success of the partnerships of the past have inspired these popular brands to approach us with these opportunities to work with them on these exciting endeavors that are perfectly positioned for pandemic recovery efforts.”

While today’s partnership was “off-cycle,” GAPP is also seeking proposals for another round of their North American Partnership Program.

The group’s Board of Directors has approved additional funding to support the round in a push to bring new pollock product formulations to consumers who are both cooking seafood more than ever and cooking at home more than ever.

“There has never been a more disruptive time in our food history and now is the time to double-down and engage consumers with new ideas, innovations, influencers, and recipes that raise their consciousness about Wild Alaska Pollock and turn ‘try and buy’ into lasting habit,” said Morris. “Wild Alaska Pollock is perfectly positioned for our current consumer climate when it comes to health, versatility, and value and we look forward to building partnerships that capitalize on this proactive positioning.”

The group is accepting proposals from any organization in any country. All product forms, including fillets, surimi, roe, fishmeal, and oil will be considered. GAPP’s partnership program matches the partner’s marketing investment dollar to dollar. During the last four rounds of funding, GAPP has approved more than USD 3 million (EUR 2.6 million) for the North American Partnership Program and almost USD 1 million (EUR 874,000) for the European Partnership Program.

Proposals are due by 4 September, will be reviewed by a GAPP committee and Board of Directors, and funding announcements will be made by 28 September.

Photo courtesy of Eric Glenn