GAPP CEO Extols Wild Alaska Pollock’s Sustainability Virtues at ‘Purpose Summit’ Investors, Marketers about Wild Alaska Pollock

NEW YORK, NY—The Association of Genuine Alaska Pollock Producers (GAPP) Chief Executive Officer Craig Morris presented today as part of panel of innovative leaders at the Purpose Summit, an event hosted by Barkley U.S. and Jefferies. Morris extolled the virtues of Wild Alaska Pollock, particularly its strong sustainability story and trend towards new, innovative products to the audience of investors, venture capitalists and brand marketing practitioners at the New York City event. 

“Wild Alaska Pollock is the land of opportunity,” said Morris at the event. “U.S. consumers under-index when it comes to seafood consumption—only sixteen pounds per person per year—and Wild Alaska Pollock represents just one pound of that. Our marketing strategy is all about telling consumers about the commitment our industry has and helping them understand how that purpose comes through and the added value they get from consuming our fish.” 

The event was dedicated to helping companies break through the “noise” of today’s market where people have instant access to nearly everything, quality products and services are no longer enough to differentiate brands from the competition. The Purpose Summit was created to be the ultimate guide for turning a brand’s purpose into a competitive advantage. 

Hosted by Jefferies’ Consumer Products Analyst, Steph Wissink, and Jeff Fromm, author of The Purpose Advantage and partner at Barkley, the summit helped attendees from purpose-driven companies listen and learn lessons from those who have capitalized on the so-called “purpose advantage,” successfully. 

 “There are so many brands competing for the coveted ‘brand love’ in today’s consumer marketplace,” said Jeff Fromm, event co-host and author of The Purpose Advantage. “For companies looking to cut through that noise, purpose has to be a verb. We are in a purpose void and the companies that can leverage their brands successfully and activate against a foundational purpose, have huge opportunity.”

Morris was joined on the panel by Josh Tetrick, CEO for JUST, Inc. and Josh Neumann the founder of Kind Lips. As part of the panel, Morris described the upcoming Wild Alaska Pollock industry-wide Life Cycle Assessment, to be conducted by Quantis as a “way to demonstrate to consumers the industry’s on-going commitment to environmental health and preserving this precious resource for decades to come” and also the innovations GAPP is supporting through its North American Partnership Program. 

“Wild Alaska Pollock is a product that meets consumers where they are,” said Morris. “I’m lucky to work for a visionary industry that is looking to be disruptive, to put our fish into new channels and in front of new consumers in new forms: from Trident’s new Protein Noodles to True North for Martha Stewart’s Choppino featuring Wild Alaska Pollock in the frozen foods aisle. We’re proud to be supporting disruptive Wild Alaska Pollock product innovations that fit every dining occasion and consumer desire.”

For more information on The Purpose Advantage, please visit:


About GAPP
The Association of Genuine Alaska Pollock Producers (GAPP) is dedicated to the marketing of once-frozen pollock products, harvested and processed in Alaska. A non-profit Alaska corporation formed in 2003, GAPP is working to promote Genuine Alaska Pollock in major whitefish markets around the world, with a focus on Europe, North America and Japan. It is our goal to educate both seafood buyers and consumers about the superior benefits of Genuine Alaska Pollock®.