The Association of Genuine Alaska Pollock Producers (GAPP) has allocated funding to Trident Seafoods and True North Seafood for projects that will expand consumer awareness of wild pollock sourced from Alaska by developing new market channels and supporting product introductions.
GAPP has provided matching funds for three projects with Seattle, Washington-headquartered Trident, including a publicity campaign to introduce wild Alaska pollock to white tablecloth restaurants in seven major markets in the USA, a foodservice sector where the species currently has little penetration. Two other awards will help fund promotions to introduce wild Alaska pollock portions and protein noodles made from pollock-based surimi in North American club stores.
“I am extremely grateful and excited to be partnering with GAPP,” said Joe Bundrant, Trident’s chief executive officer. “The funding enables us to stretch marketing dollars even further, to reach more people in more places more often, and to help us introduce innovative products such as Protein Noodles.”
GAPP will also provide matching funds for a new project with True North Seafood to introduce IQF Wild Alaska Pollock fillets in grocery stores across North America. It will be supported with accompanying consumer messaging detailing the product’s mild taste and versatility.
“We look forward to partnering with GAPP and are excited about the opportunity to work together to drive consumer awareness and interest in wild pollock from Alaska,” said Andrew Young, senior vice president of global sales and marketing at Black Harbour, New Brunswick, Canada-headquartered True North Seafood. “We feel there is a lot of potential for this species to be more top-of-mind for chefs and consumers, and we want to play a role in getting more North American consumers to try this sustainably sourced fish.”
These awards, of which dollar amounts are confidential, represent the first round of funding under GAPP’s North American Partnership Program. The initiative represents increased investment from the Alaska pollock industry. Subsequent funding rounds and GAPP partnerships will be announced later this year, following two separate requests for proposals.
The Association of Genuine Alaska Pollock Producers is dedicated to the marketing of once-frozen pollock products made from fish harvested and processed in Alaska. Formed in 2003, the non-profit corporation works to promote sustainably sourced Alaska pollock in major whitefish markets around the world, with a focus on buyers in Europe, North America and Japan.
About Trident Seafoods
Founded in 1973, Trident Seafoods is a vertically integrated harvester, processor and marketer of seafood from Alaska. The company operates a fleet of more than 40 vessels, including floating processors, catcher-processors, fishing boats and support craft, and partners with hundreds of independent fishermen. Its onshore facilities include processing plants in more than a dozen Alaska communities. Additionally, Trident operates value-added facilities in the states of Washington, Minnesota and Georgia.
About Cooke Aquaculture
True North Seafood is a part of the Cooke family of companies, a vertically integrated corporation with salmon farming operations in Atlantic Canada, the United States, Chile and Scotland, as well as sea bass and sea bream farming operations in Spain.
Cooke ranks as the largest seafood company in North America, doing business under the Cooke Seafood USA, Icicle Seafoods and Wanchese Fish Company banners. Having recently acquired Omega Protein, it now employs approximately 6,000 people worldwide.