Craig Morris , March 10, 2024

GAPP Partnership Program Celebrates Partnership Program’s Fifth Birthday at Seafood Expo North America


SEATTLE, Wash.— Five birthday candles were blown out in celebration of a significant milestone for the overwhelmingly successful Partnership Program, the Association of Genuine Alaska Pollock Producers (GAPP) announced today. At a party recognizing the “fifth birthday” of the program that seeks to put Wild Alaska Pollock into new forms, new channels or raise its profile in both the domestic and global market, industry leaders, GAPP Board and current and former partners came together to recognize the past five years of achievement and announce the opening of the next round of funding for the Program.

“Time flies when you’re having fun getting more people to eat more Wild Alaska Pollock in more ways, around the world,” said Bob Desautel, GAPP Chairman of the Board. “This birthday, this milestone is significant—if we look back at where this program started and where it is now, the growth of the investment, in the collaboration and in the results have been astounding.”

Over its first five years, the GAPP Partnership Program has obligated more than $10 million in matching funds to more than ninety different products or promotions that have significantly raised awareness of Wild Alaska Pollock among consumers in the U.S. and around the world.

“When you look at sustained, long-term demand building, this program is building that,” said Craig Morris, GAPP CEO. “We’ve built this program from being under-subscribed to over-subscribed and from a transactional exchange to one where we roll up our sleeves, together, with our partners using shared messaging, shared insights and having a shared goal of bringing delicious Wild Alaska Pollock products to consumers globally.”

As part of its next round of funding, GAPP welcomes applications from any organization, in any country, operating in any market, with a desire to build awareness and demand for Wild Alaska Pollock. The goal is to communicate the species’ storied attributes, with particular focus on bringing this fish into new channels, new formats, or associating it with new influencers and/or recipes. All products made from Wild Alaska Pollock are eligible, including fillets, surimi, roe, fishmeal and oil. Past programs have included the launch of retail innovations, new restaurant partnerships, social/influencer campaigns, or creative packaging ideas. 

“With the consumer continuing to evolve in their food preferences and desires, the sky is the limit for how these partnership funds can be utilized by potential partners,” said Morris. “Whether you’re already a Wild Alaska Pollock user looking to try a new marketing campaign or launch a new product or if you’re new to Wild Alaska Pollock but are drawn to the fish and its incredible attributes, we’re here for you. Let’s work together for mutual success.”

GAPP is encouraging all companies interested in participating in the Partnership Program to visit the GAPP website to learn more. GAPP will be hosting two informational webinars on May 13th and 14th to present details on the Program and answer questions from potential applicants. Registration for these webinars is also available on the GAPP website.

All initial proposals are due to GAPP by Monday, June 10th, 2024. As part of our new process to provide greater transparency and confidentiality for the applicants, the initial proposals will be independently reviewed, and applicants will be provided constructive feedback by June 30th, 2024. Applicants will have the opportunity to amend their proposals based on that feedback and make any changes to their proposals by the final deadline of Monday, July 29th, 2024. Final decisions on the applications will be made by the GAPP Board of Directors at its September 6th meeting. Applicants will be notified of the Board decisions by September 15th. For more information or to view past Partnership Program funding recipients, please visit the GAPP website or contact Ron Rogness at [email protected].

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