ALASKA POLLOCK INDUSTRY MAKES RECORD INVESTMENT IN REPUTATIONAL DEFENCE AND GLOBAL B2B MARKETING

Alaska Pollock Industry Makes Record Investment in Reputational Defence and Global Business-to-Business Marketing

Record investment will be made by the Alaska Pollock industry into defending the reputation of the fishery and boldly communicating about its impact in Alaska, through the industry’s leading trade group, the Association of Genuine Alaska Pollock Producers (GAPP). Meeting last week to set the budget for the organisation for the coming year also directed a substantial shift in the organisation’s marketing efforts—choosing to place an even greater emphasis on business-to-business marketing versus consumer marketing both in the U.S. and in promising Wild Alaska Pollock export markets around the world.

“A year ago, GAPP quickly mobilised its knowledge and expertise to step up in defending our great industry and correcting misinformation about our fish and fishery where it is harvested—in Alaska,” said GAPP Chairman of the Board Bob Desautel. “While great foundational strides have been made in this effort over the last year, it is clear that more work must be done on this front and GAPP—through the Alaska Pollock Fishery Alliance—will do this challenging work while continuing to market our fish in Alaska, in the lower 48 and around the world.”

Other activities slated to be completed this year will include an updated Life Cycle Assessment, two economic studies that measure the direct impacts of Wild Alaska Pollock’s fishery on Alaska’s economy, and of course a seven figure investment in the GAPP Partnership Program, which has proven to be one of the most effective mechanisms for building demand for Wild Alaska Pollock around the world over the last five years.

“Marketing and communications work go hand in hand,” said Desautel. “GAPP, at its core, will always be about creating that halo, turning trial into purchase into a lifelong love of our product. But, GAPP is also uniquely positioned—I would say the only organisation positioned—to protect the reputation of our fishery and our industry’s freedom to operate. That, too, is critical to our leadership, our membership and the future of our industry.”

The Board also elected as Chairman for a third term Bob Desautel, who is also the Chairman and Founder of Global Seas. Similarly, Doug Christensen of Arctic Storm Management Group was elected to serve a third-term as Vice Chair and Treasurer.

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