March 13, 2023

Wild Alaska Pollock Fillet Consumption Jumps 30 Percent in 2022

BOSTON, Mass.— Supply for the consumption of Wild Alaska Pollock fillets rose 30 percent from the previous year to more than 130 million pounds in 2022, the Association of Genuine Alaska Pollock Producers (GAPP) announced today. This increase represents the second highest amount since 2011 and has been driven, in large part, by an increase in consumer familiarity with Wild Alaska Pollock and awareness of its key attributes including being wild-caught, of Alaska origin and one of the most sustainable proteins available on the planet.

“It’s clear that American consumers are demanding more Wild Alaska Pollock and that our fish has become the ‘go to’ when consumers are looking for a mild-tasting, healthy and sustainable whitefish,” said Craig Morris, CEO of GAPP.  “This number parallels what we learned at our Annual Meeting last October, when our 2022 Year-over-Year research showed solid increases in name recognition of Wild Alaska Pollock and record-setting purchase intent among U.S. consumers.” 

2022 marks the seventh year in a row that Wild Alaska Pollock has represented at least 60% of the combined consumption of Pollock (comprised of Wild Alaska Pollock and imported Pollock) fillets, and that percentage is double what it was in 2011.

“The investment GAPP members have made in driving awareness—through marketing, communications and key strategic partnerships—is increasingly paying dividends,” said Bob Desautel, GAPP Chair and CEO of Global Seas. “It’s our member’s vision first and foremost that has led GAPP to build the brand of Wild Alaska Pollock loud and proud here in the U.S. But it’s also our Partnership Program companies who have helped us deliver the amazing story behind Wild Alaska Pollock and have no doubt contributed greatly to this new consumption record.”

GAPP recently announced the opening of the next round of Partnership Program funding and invites all interested parties looking for matching dollars to support new Wild Alaska Pollock product innovations or promotions to submit applications. GAPP has updated the application materials and requirements for the partnerships and encourages all interested applicants to visit the GAPP website. GAPP will also host two informational webinars to answer questions from potential applicants on May 9th, 2023, at 5 pm PST (9:00 am Tokyo time on May 10th) to accommodate Asian companies and May 10th at 8:00 am PST (5:00 pm CET).  Register for the informational webinars here.

Related Articles

Panel of Seattle Sports Executives to Discuss Seafood’s Opportunity in Entertainment Venues at GAPP Annual Meeting

Craig Morris , September 21, 2023

Climate Pledge Arena Chef Molly De Mers Also to Share Why She’s Now a Believer in Wild Alaska Pollock

Read More

Wild Alaska Pollock to Shine Spotlight on Consumer Behavior and Seafood Perceptions

September 12, 2023

GAPP ‘Influencers’ to Share Perspective on Fish, Trends and Social Media

Read More