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For more information, contact:
Rick Muir (206) 256-2625 (w)
or
Pat Shanahan (206) 284-6321 (w)

FOR IMMEDIATE RELEASE
October 7, 2004

Alaska Pollock Marketing Group Says MSC Certification
will Strengthen Marketing Efforts

Seattle, WA – The Association of Genuine Alaska Pollock Producers (GAPP) announced today that it applauds the Marine Stewardship Council’s (MSC) certification of the U.S. Bering Sea/Aleutian Islands (BS/AI) pollock fishery as environmentally sustainable, and says the certification will be instrumental in the future marketing of U.S. Alaska pollock products around the world.

GAPP, which was formed in late 2003, is conducting marketing programs in the top Alaska pollock consuming regions of the world – Europe, North America and Japan. Working closely with customers, GAPP is developing marketing programs that will communicate to consumers the benefits of U.S. Alaska pollock as compared to other whitefish products, including the product’s superior quality and sustainability.

“The Alaska pollock fishery has been recognized around the world as a model for sustainable fisheries management, and that fact was always part of our marketing program,” said Rick Muir, president of GAPP.  “The certification by the MSC will further ensure that if you are concerned about sustainable fishery resources, then pollock from Alaska represents a superior choice in the whitefish category.”

According to Muir, the certification will have the most impact in the European market, where buyers are very attuned to sustainability.  “In conversations with customers about our marketing programs, many are interested in sourcing products from sustainable fisheries,” he said. “Having this independent verification of Alaska’s pollock fishery by the MSC will greatly enhance GAPP’s promotional programs.

Muir also commented that the certification was particularly significant because U.S. Alaska pollock is the most widely used whitefish species in the world. “Not only is Alaska pollock a good choice environmentally, but because of the strong management of the fishery, buyers can depend on the availability of Alaska pollock now and in the future.”

GAPP is a non-profit organization committed to marketing the superior attributes of single-frozen U.S. Alaska pollock and pollock surimi in seafood markets around the world.  The group represents major producers of pollock in Alaska, including both at-sea and shore-based operations.