US pollock sector commits more funding to GAPP, Wild Alaska Pollock campaign
Frozen Whole Alaska Pollock
Innovation & Technology
Published Dec 6, 2023
The Association of Genuine Alaska Pollock Producers (GAPP) will receive increased funding to continue its "Wild Alaska Pollock" campaign in 2024. The organization has seen success in promoting its product through the use of the tagline and plans to expand into new markets and channels. The funding will also support the GAPP Partnership Program and address long-term challenges in the industry.
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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 ...