The Association of Genuine Alaska Pollock Producers (GAPP) has approved almost $1.5 million in funding for the third round of partnerships under its North American Partnership Program. This substantial investment will fund twelve unique projects that bring Wild Alaska Pollock in new forms and new channels, or associated with influencers, to market to North American consumers over the next year. Significantly, the partners in this round have committed to supporting the program with matching funds that more than quadruple the GAPP investment, helping to further build demand and raise awareness for Wild Alaska Pollock.
“This was the most competitive round of proposals yet,” said Craig Morris, chief executive Officer of the Seattle, Washington-based trade association. “We received 17 proposals totaling nearly $4 million in funding requests for just over $1.7 million remaining in our budget for the program this year. More than half of those 17 proposals came from new applicants who had heard about the program and were eager to partner with the industry at this exciting time.”
Selected projects bring Wild Alaska Pollock in new forms to US retailers and restaurants nationwide, into schools, and associated with national spokespersons who will create recipes and raise awareness of Wild Alaska Pollock’s many attributes. In requesting proposals for this third round of funding, GAPP was particularly interested in proposals that focused on surimi or other new forms for Wild Alaska Pollock – and will be funding four such proposals.
Specifically, GAPP will fund a program that brings Surimi Seafood made with Wild Alaska Pollock to a significant nationwide retailer and support that launch with online advertising, in-store product demonstrations, recipe development and coupons to encourage consumers to try and buy, through a partnership with new partner Trans-Ocean Products, Inc.
GAPP will also fund a partnership with Trident Seafoods that will help to introduce Surimi Seafood to K-12 schools. This proposal fits squarely with the GAPP Schools Strategy which aims to arm our school lunch brokers and distributors with the information they need to encourage schools to serve more Wild Alaska Pollock to children grades K-12.
“The GAPP Board really wanted to encourage applications for Surimi Seafood projects and was thrilled at the quality of the proposals that came in showcasing the product,” said Morris. “There is broad consensus that the sky is the limit for Wild Alaska Pollock-based Surimi Seafood products and we’re excited to hear how consumers – from school-aged children to retail shoppers – react to these new Surimi Seafood products after tasting them.”
Round three funding awards will also bring Wild Alaska Pollock to new channels where it previously hasn’t been like the growing convenience channel. Excitingly, Wild Alaska Pollock will make its debut in this channel by introducing a fish sandwich to the world’s largest convenience retailer, 7-Eleven, in nearly 9,000 stores across the United States.
Independently, two of GAPP’s partners, Trident Seafoods and High Liner Foods, will look to capitalize on the ever-popular grilling trend with the nationwide retail and club store launch of burgers made of Wild Alaska Pollock. Separately, another new partner will bring Wild Alaska Pollock to the country’s four-legged friends in the form of new Wild Alaska Pollock pet food.
“Breaking into trends like grilling, or snacking, as did the High Liner Foods Alaskan Wild Wings in Round 2 of the GAPP North American Partnership Program is critical to our industry’s success,” said Morris. “We have to meet consumers where we are and present our fish in the ways that they want to see it and are familiar with. Burgers do just that. I’m also crazy excited to see Wild Alaska Pollock expanding its penetration into the red-hot pet food category. I can’t wait to see the results of this partnership.”
Lastly, several of this round’s partners will look to bring influence, excitement and buzz to Wild Alaska Pollock by encouraging even seafood skeptics to give our fish a try. Gorton’s Seafood will launch an innovative challenge that aims to turn even the most reluctant taste-tester into an evangelist for the fish. Trident Seafoods will launch two programs aimed at promoting Wild Alaska Pollock far and wide – one that capitalizes on Wild Alaska Pollock as an “alternative” protein aimed at the health-conscious consumer and a second that will use popular chef influencers to bring Wild Alaska Pollock to the forefront.
