GAPP Expands Successful Partnership Program to European Market

BERLIN, GERMANY—The Association of Genuine Alaska Pollock Producers (GAPP) announced that it is expanding its incredibly successful Partnership Program to the important European market. The organization will begin soliciting proposals to build awareness and demand for Wild Alaska Pollock throughout Europe. Companies with an innovative new product or channel that they are seeking to place Wild Alaska Pollock in are encouraged to submit their funding request for consideration March 15, 2020. 

“This Partnership Program, which was the vision of the GAPP Board of Directors, is arguably the most important and effective initiative that GAPP has undertaken to date,” said Craig Morris, Chief Executive Officer of GAPP, while addressing the audience at the 2019 Groundfish Forum. “It’s fitting to be here in Berlin sharing this exciting news. The North American Partnership Program has brought Wild Alaska Pollock to the North American market in new ways, to new consumers, and raised awareness of our perfect protein in new and exciting ways. I am beyond thrilled to be able to put the same focus on the European market next year.”

GAPP welcomes proposals from any organization, in any country, who has a desire to re-introduce Wild Alaska Pollock to the European marketplace by communicating its storied attributes, with particular focus on bringing this fish into new channels, new formats, and with new influencers and/or recipes.  All product formats will be considered—fillets, surimi, roe, fishmeal or oil.

“Wild Alaska Pollock delivers on all current consumer trends as an all-natural, sustainably harvested, clean protein,” said Mikel Durham, Chair of the GAPP Board of Directors. “We invite European market participants to tell us how we can help expand awareness of our species’ positive attributes with European consumers, thereby creating more value for everyone.  We are offering an important incentive to help show how Wild Alaska Pollock positively compares to other protein options.”

In April, the GAPP Board of Directors approved one million dollars in funding for the second round of the North American Partnership Program and are currently reviewing applications for the third round of funding. Identical to the North American Partnership Program, each partner submitting proposals in Europe must bring equal or greater funds to the table.

 “We are looking for companies with a passion for Wild Alaska Pollock who need resources to put our amazing protein into new formats and new channels, in front of our customers,” said Morris. “GAPP is here to help companies seize on the incredible potential to build demand and awareness for Wild Alaska Pollock in Europe, in all its amazing forms, from fillet, to surimi to roe to oil.”

Information for interested applicants can be found on the GAPP website at:


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®.