US pollock sector commits more funding to GAPP, “Wild Alaska Pollock” campaign

The Association of Genuine Alaska Pollock Producers (GAPP) will receive more funding to continue its “Wild Alaska Pollock” campaign in 2024.

Since enlisting a new board of directors and expanding its annual budget to USD 4 million (EUR 3.4 million) in 2019, the organization has built awareness and demand for its marquee product through the use of the “Wild Alaska Pollock” tagline.

In its next fiscal year, which begins 1 April 2024, GAPP will get a 10 percent bump in funding to USD 4.6 million (EUR 4.3 million).

“These additional resources and renewed commitment come in large part because of the success GAPP has had over the last four-plus years and as a result of the visionary, passionate evangelist we have at the helm in Morris,” GAPP Chair Bob Desautel said. “The board recognizes the work that has been done, but more critically the challenges ahead that need to be taken head on and, more importantly, the boundless opportunities for wild Alaska pollock. GAPP is positioned not only to masterfully navigate rough seas but also to keep pushing this industry – and our fish – forward for the future.” 

Much of the funding will be dedicated toward growing the GAPP Partnership Program, headed by Ronald Rogness, who joined the Association of Genuine Alaska Pollock Producers (GAPP) as its director of industry relations, partnerships, and fishery analysis in February 2023. 

“It's definitely an objective to continue to get the word out on the partnership program and to expand into areas where maybe wild Alaska pollock hasn't had a strong presence historically,” Rogness told SeafoodSource in April 2023. “Colleges and hospital foodservice, to me, represent a great opportunity. And there will be an increased focus on international expansion. One of our objectives this year is to take a long-term look at what the appropriate balance of international and domestic programs will be. GAPP did a 2040 study that identified high-priority markets overseas that we’ll incorporate that into our work, and we’ll be identifying high-quality potential foreign partners. And then I’ll just keep doing work to elevate the species to the extent that we can in new and higher-value markets. We love our current partners and we very much appreciate them, but we do want to expand the program into new channels.”

Desautel, the co-founder, president and CEO of Global Seas and Nina Fisheries, was reelected as GAPP chair, while Arctic Storm President and CEO Doug Christensen was reelected as vice chair, secretary, and treasurer through 2024.  

Additional resources will be put towards building demand for Wild Alaska Pollock around the world, the Association of Genuine Alaska Pollock Producers (GAPP) announced today. At its annual Board and Membership meetings on December 1, the GAPP members voted to increase dues in order to support additional demand-building work, including the incredibly successful GAPP Partnership Program, as well as to support challenges facing the industry long-term. 

“Now is not the time to take our foot off the accelerator, and the board recognizes that we need to keep pushing, keep capitalizing on the success and momentum that GAPP has generated over the last several years and continue building the brand for wild Alaska pollock,” Desautel said.

Additionally, the membership elected Bering North General Manager Hunter Berns to replace OBI Seafoods Executive Vice President of Alaska Operations John Woodruff on the 11-member board of directors.

“We are grateful to John for his leadership, service and dedication to the GAPP Board over the last four years,” GAPP CEO Craig Morris said. “Hunter will make an excellent addition to the GAPP Board in the coming year and we look forward to his contributions to this critical industry organization.”

Photo courtesy of Association of Genuine Alaska Pollock Producers