GAPP Adds Critical Communications, Graphic Design and Digital Community Management Expertise

The Association of Genuine Alaska Pollock Producers (GAPP) today announced key staffing appointments to bolster strategic focal areas, including the hiring of Sam Murphy as Vice President, APFA Director of Communications; Jasmine Butler as Manager, Graphic Design and Content Creation; and Michael Loreno, Manager of Social Media and Website. These moves reflect GAPP’s ongoing investment in strengthening its communications, reputation management and stakeholder engagement efforts to preserve and grow global demand for Wild Alaska Pollock.

“Sam, Jasmine, and Michael bring an exceptional combination of expertise in communications, digital strategy, content development, and storytelling that will be pivotal to the future of GAPP and the Wild Alaska Pollock industry,” said Bob Desautel, Chairman of the Board at GAPP. “These key hires reflect a bold commitment by our industry to elevate our collective voice—from the deck of the boat to the dinner plate. Every stakeholder—from fishermen and processors to chefs, retailers, and consumers—should understand that Wild Alaska Pollock represents more than just a product: it embodies our promise of responsibility, quality, and continuous improvement.”

Murphy comes to GAPP with extensive experience in executive communications, brand development, and both internal and external communications. Having worked for organizations including AAA and Alaska Airlines as well as the Rose Bowl and Los Angeles Chargers, he has proven successful in crafting impactful narratives that elevate organizational messaging, position internal leaders as trusted voices, and foster engagement across diverse audiences. In his role with GAPP, Murphy will be responsible for fishery narrative development and storytelling for the Alaska Pollock Fishery Alliance (APFA) as well as fish-focused communications efforts that grow global demand for Wild Alaska Pollock.

A self-taught photographer and videographer, Butler comes to GAPP ready to capture the captivating stories—through visual mediums—that highlight the people, communities and positive impact behind Wild Alaska Pollock. In her most recent role with Foliot Furniture, Butler was responsible for creating engaging social media and email marketing content including capturing photos, designing graphics, filming, and editing videos to boost engagement and brand awareness.

With experience working for companies including Ubisoft, Warner Media and Intercept Games, Loreno comes to GAPP with nearly a decade of experience creating and managing digital communities, developing websites and growing the digital footprint of an organization to facilitate more meaningful communications and brand growth.

“Adding this amazing expertise is critical to the industry’s continued efforts to tell its story proactively and continue to build the brand for Wild Alaska Pollock,” said Craig Morris, GAPP CEO. “Adding these skillsets internally at GAPP and APFA to help our industry communicate more effectively and stay in touch with all of the audiences we have to reach in order to continue to be successful.”

Both Butler and Loreno will support communications efforts for APFA as well as efforts, as outlined in the new Annual Plan recently approved by the GAPP Board, as well as support business-to-business brand building efforts in the U.S. and around the world.

“Last December, GAPP took on the responsibility of forming the Alaska Pollock Fishery Alliance, and now as the industry continues to see huge opportunity in more proactively telling our story we are ensuring that we can do just that,” said Desautel. “With these promising new hires, GAPP is essentially becoming the ‘communications department’ for the industry and that’s a huge service for our members and for our successful future.”

“These talented individuals have each demonstrated vision, strategic thinking, and a deep commitment to advancing our goals,” added Morris. “Together, their contributions in key areas of the organization will enhance our ability to build partnerships, deliver stronger programs, and continue driving demand for Wild Alaska Pollock.”

Butler started with GAPP earlier this month while Murphy and Loreno will join the staff officially on Monday.