GAPP board approves new round of Partnership Program

Board members of the Association of Genuine Alaska Pollock Producers have approved funds for a new round of its partnership program, focused on marketing and communication efforts, including influencer collaborations and research to increase demand for Alaska pollock globally.

Craig Morris, chief executive officer of the association, described the plan as one designed “to be disruptive in the best possible way, making significant new advances for our fish.”

The plan authorizes a significant round of funding for the partnership program, which matches investment by participating companies to create new retail products with Alaska pollock and associate the fish with influencers who can raise its profile among consumers.

Funds for a communications campaign about the people who support and are supported by this Alaska pollock fishery are included in the plan, which is to take effect on April 1.

In other action, the board approved Einar Gustafsson, CEO of American Seafoods, as a director for the Bering Sea catcher-processor sector of the Association of Genuine Alaska Pollock Producers. He replaces Inge Andreassen, president of American Seafoods, on the board.