A Seattle trade group is funding a third round of partnerships with the seafood industry to promote new product forms and new markets for wild Alaska Pollock.
The association of Genuine Alaska Pollock Producers (GAPP) plans to invest nearly $1.5 million to fund partnerships in which each partner will contribute equal or greater funds to reach consumers, said Craig Morris, chief executive officer of GAPP.
Selected projects are aimed at bringing new forms of Pollock to retailers, restaurants and schools nationwide.
Morris said GAPP will fund a program that brings surimi Seafoods made with Wild Alaska Pollock to a significant nationwide retailer and support that launch with online advertising, in-store product demonstrations, recipe development and coupons to encourage consumers to try and buy, through a partnership with Trans-Ocean Products Inc.
GAPP will also fund a partnership with trident Seafoods to help introduce surimi Seafood to K-12 schools. That proposal fits squarely with the GAPP Schools strategy, which aims to arm school lunch brokers and distributors with information they need to encourage schools to serve more Pollock, Morris said.
“With this new round of funding announced GAPP will have partnered on 25 unique projects totaling nearly $3 million of investment over the last year,” Morris said.
The end goal is to create a clearly recognizable brand or wild Alaska Pollock.
