GAPP offers a wild Alaska Pollock Lent challenge

Wild Alaska Pollock on display with other seafood during ComFish 2018 in Kodiak. Photo by Margaret Bauman/for The Cordova Times

As the Lenten season got under way March 6, so did the #WAPfor40 challenge, a marketing effort by the Association of Genuine Alaska Pollock Producers to celebrate the season with the versatile, protein-packed white fish in a variety of dishes.

“The goal here is to get consumers excited about this amazing fish, and connect them to its incredible story,” said Craig Morris, chief executive officer of GAPP. “We’re always looking to add people to Team Wild Alaska Pollock, and we thought this could be a great way to build out our following. Wild Alaska Pollock is the fish that everyone eats, but seemingly no one knows – and it’s time for Americans to get to know this perfect protein.”

Hence the introduction of #WAPfor40, to help all those marking the 40 days of Lent through April 18 explore a variety of wild Alaska Pollock dishes.

New on the market this Lenten season are Trident Seafood’s Alaska Pollock Protein Noodles, which recently won the grand prize in the Alaska Symphony of Seafood competition.

Photo courtesy of the AFDF

“Despite being widely used in some iconic menu items, most consumers don’t know that they’re eating fresh, wild-caught Alaska Pollock or understand its story of being harvested by American fishermen on the waters of the largest sustainable fishery in the world, which is off our own coast of Alaska,” Morris said.

The GAPP promotion includes the #WAPfor40 GAPP Bingo card, to encourage consumers to try a number of Alaska Pollock products, from fish sticks and breaded, beer battered fish fillets to protein noodles made from wild Alaska Pollock, surimi seafood products and perfect portions of the fish that can be prepared at home in many innovative ways.

The campaign also promotes consumer brands that feature wild Alaska Pollock and tells the story of how nutritional and sustainable the fish is.

“We’re excited by how many of our food chain partners are featuring Wild Alaska Pollock this season and we’re officially challenging every American to take the #WAPfor40 challenge,” Morris said.