GAPP launches new “Pollock People” campaign to boost industry transparency with consumers

The Association of Genuine Alaska Pollock Producers (GAPP) has launched a new “Pollock People” campaign to help buyers and consumers better understand where wild Alaska pollock comes from and enhance transparency in the fishery.

The new campaign is the culmination of months of work by GAPP to capture real-time interviews and footage of more than 20 industry representatives at all levels of the wild Alaska pollock supply chain. The footage includes videos, social media assets, and other content to be used by GAPP members, partnership program partners, and customers in bringing further transparency to the wild pollock fishery, GAPP said in a press release.

“It’s always been so critical to show consumers transparency in the products – like wild Alaska pollock – that they know and love and our consumer research has shown that the level of information that consumers want about their food, especially the people who produce it, only continues to grow year-over-year,” GAPP CEO Craig Morris said.

Transparency in fisheries is even more relevant recently, "given the horrific human rights abuses highlighted in a new report about the Chinese seafood reprocessing sector,” Morris added. "It’s important that we show our loyal consumers and the new consumers we’re trying to attract that our people are not only valued by the wild Alaska pollock industry but also find true value in working as part of this community.”   

After previewing the Pollock People campaign at its Wild Alaska Pollock Annual Meeting in Seattle, Washington, U.S.A., on 28 September, GAPP has begun working with “key wild Alaska pollock customers with large audiences” in the U.S. and globally to feature the videos and other content on their channels. GAPP is also working to create custom packaging, QR codes, webpages, and social media posts that can be leveraged by customers directly and to show audiences. 

In the near future, GAPP plans to roll out a new landing page on its website to house information about each of the campaign “stars,” as well as videos and other content. 

Next year, GAPP said it will continue the customer activation campaigns and will also work with its members and partners to leverage the photo and video assets on their own websites, social channels, and other platforms.

“The faces of this campaign, from captains to crew, to those processing our Wild Alaska Pollock into the products consumers love, to those that fuel and feed and support our industry across Alaska and here in Seattle—those faces are the heroes of the industry and the rightful stars of this campaign,” GAPP Chairman of the Board Bob Desautel. “GAPP is honored to have captured their stories and now be able to share those stories with consumers and customers here in the U.S. and around the world.”  

The “Pollock People” was produced in collaboration with GAPP’s agency of record, Ketchum, and various other documentary film experts.

Photo courtesy of GAPP