Product Offerings
Products:
Wild Alaska Pollock: Wild Alaska Pollock
Genuine Alaska Pollock Producers (GAPP), headquartered in Seattle, Washington, is the leading nonprofit trade association representing the Wild Alaska Pollock industry. GAPP’s mission is to promote the consumption and awareness of Wild Alaska Pollock globally, through marketing initiatives, research, and strategic partnerships. As a collective of the major producers and stakeholders in the Wild Alaska Pollock sector, GAPP serves as the authoritative voice advocating for one of the world’s most sustainable and abundant fisheries.
Core Business
GAPP is not a seafood processor or exporter, but rather a key facilitator in the value chain that supports:
- Global marketing and branding of Wild Alaska Pollock
- Sustainability advocacy and education
- Consumer awareness campaigns
- Scientific research into nutrition and environmental impact
- Market development support for industry partners
GAPP works closely with processors, fishing companies, government agencies, and international seafood buyers to ensure Wild Alaska Pollock is positioned as a premium, sustainable, and versatile whitefish option.
Product & Service Offerings
- Wild Alaska Pollock (Theragra chalcogramma) – GAPP promotes all forms of Wild Alaska Pollock including:
- Fillets (deep skin, shatterpack, IQF)
- Surimi (used in imitation crab products)
- Roe (high-value product in Asian markets)
- Fish meal and oil (for pet food and nutritional supplements)
Specialization & Core USP
GAPP’s uniqueness lies in its focused mission to elevate Wild Alaska Pollock as a preferred seafood choice through:
- Global marketing campaigns – Including the “Wildly Delicious” brand and digital advertising reaching millions globally.
- Scientific backing – Promoting Pollock as a low-calorie, high-protein, Omega-3-rich seafood.
- Sustainability leadership – Wild Alaska Pollock is certified by the Marine Stewardship Council (MSC), and is recognized among the most responsibly managed fisheries in the world.
- Annual events – Like the Wild Alaska Pollock Annual Meeting and industry innovation awards.
Financials & Growth
As a nonprofit organization, GAPP operates through industry contributions and grants. In its 2022 financial disclosures:
- GAPP had an annual budget exceeding $5 million, allocated toward marketing, R&D, and strategic communications.
- A significant portion of funding comes from industry members including Trident Seafoods, American Seafoods, and Arctic Storm.
Shipment Records
While GAPP itself does not ship products, the Wild Alaska Pollock industry it represents is one of the largest seafood exporters from the United States:
- Over 3 billion pounds of Wild Alaska Pollock are harvested annually, making it the largest certified sustainable fishery in the world.
- Major export markets include China, Japan, Korea, the EU, and growing U.S. domestic demand.
- In 2022 alone, the U.S. exported over $850 million worth of Alaska Pollock, primarily as frozen fillets and surimi blocks.
Target Market
GAPP targets a wide range of stakeholders:
- International seafood buyers and distributors
- Retailers and foodservice operators
- Consumers seeking healthy, sustainable protein
- Policy makers and environmental organizations
Marketing efforts are segmented by region, with targeted campaigns in the U.S., Europe, and Asia to promote both retail and foodservice adoption of Wild Alaska Pollock.
Capabilities
- Creation of multilingual global marketing campaigns
- Strategic market research and consumer insights
- Collaboration with scientific institutions for nutritional and environmental data
- Funding product innovation through GAPP's Partnership Program, which provides grants to companies introducing new Wild Alaska Pollock products
Certifications & Compliance
Wild Alaska Pollock, the core species promoted by GAPP, holds:
- MSC Certification – Ensuring traceability and responsible harvesting
- Listed as a "Best Choice" by Monterey Bay Aquarium’s Seafood Watch
- Recognized by NOAA as a model of sustainable fisheries management
Customer Testimonials
While GAPP itself is not a direct supplier, industry partners regularly endorse its impact:
- “GAPP has been instrumental in repositioning Wild Alaska Pollock as a premium protein alternative in international markets.” – Trident Seafoods
- “Their consumer data and marketing grants helped us successfully launch new surimi-based products in retail.” – Seafood Processor Partner
Major Achievements
- Launched a first-of-its-kind Wild Alaska Pollock Partnership Program, funding over 40 new product innovations since inception.
- Developed nationwide advertising campaigns across digital, TV, and in-store formats reaching millions of U.S. consumers.
- Published in peer-reviewed journals and media outlets for promoting seafood sustainability and health benefits.
- Facilitated export growth by aligning messaging with sustainability certifications and trade promotion bodies.