GAPP Monthly Member Update | November 2023
Genuine Alaska Pollock Producers
It’s quality and sustainability have made U.S.-caught Wild Alaska Pollock the world’s most popular wild-caught seafood.
Letter from the CEO
I was lucky enough to attend a recent trade mission to Malaysia and Singapore with the U.S. Department of Agriculture, Foreign Agricultural Service and it was exciting to be in one of our top future export markets for Wild Alaska Pollock—Malaysia—experiencing the culture, meeting with potential business contacts, and forming relationships, firsthand. I’ve been fortunate to travel much of our world and there is no substitute for the in-person connections made and ideas exchanged through travel. As late chef Anthony Bourdain was famous for saying, travel opens your eyes to the world, and I’ve found that to be true tenfold.?
One of my standbys when traveling, even to places like Malaysia and Singapore with amazing food culture, is always McDonalds. When I’m a little homesick, there’s something inherently comforting and safe about McDonalds and—added bonus—I love being able to get the infamous Filet-o-Fish made with Wild Alaska Pollock anywhere in the world! No matter how far away I am, our fish is always there between two buns, with a slice of cheese and some tartar sauce!
You can read more about the trade mission and conclusions in the article below. And, as we head into the Thanksgiving week, a special thank you for your constant support in GAPP and for how you support our fish and fishery! Happy Thanksgiving to you and yours.?
Cheers,?
Craig
GAPP Board & Membership Meeting: Dec 1 Agenda Highlights at WTC Seattle
The quarterly GAPP Board of Directors meeting and Annual Membership Meeting will be held Friday, December 1, from 12:00 to 4:30 pm PST at the World Trade Center Seattle. The following topics will be covered during this meeting:?
We look forward to a day full of discussion and collaboration with our Board as well as representatives from each of our members. Please note that the GAPP Board meetings are open to any GAPP member, so if you'd like to attend, please get in touch with Ron Rogness for additional details at [email protected].??
RSVP for GAPP's 2023 Holiday Party!
Join us on December 1st from 4:30-9:00 PM for GAPP's 2023 Holiday Party! It's the perfect way to kick off the holiday season. We'll be serving delicious Wild Alaska Pollock bites and themed cocktails as well as handing out door prizes. And guess what? Dutch will be there too! Feel free to dress festively, and bring your friends and family - all are welcome! ?????? To RSVP, just click this link. We look forward to celebrating with you!
Introducing Trident Seafoods' New Kraken IPA Beer Battered Wild Alaska Pollock Filets
Prepare your taste buds for an exciting culinary adventure with Trident Seafoods ' latest creation - Kraken IPA Beer Battered Wild Alaska Pollock Filets. Crafted in collaboration with the flavorful Kraken IPA from Hop Valley Brewing Company , these beer-battered coated filets are a match made in pub food heaven. Each bite is a harmonious blend of Wild Alaska Pollock's mild, flaky goodness and the robust, hoppy notes of Kraken IPA, promising a flavor-packed experience that's sure to become a pub favorite. Ready to savor this delectable dish? You can find Trident Seafoods' Kraken IPA Beer Battered Wild Alaska Pollock Filets at the following locations:
·???? Envy Bar and Grill in Poulsbo, WA
·???? Fairmont Rest in Seattle, WA
·???? Zesty Seafood and Steakhouse in Lakewood, WA
·???? Waterfront Café in Seattle, WA
·???? Nifty Fifty’s in Seattle, WA
·???? Our Place in Ocean Shores, WA
·???? Big T’s Moonshine in Lynnwood, WA
·???? The Haven in Tacoma, WA
·???? Rory's in Edmonds, WA
·???? Seeder's in Enumclaw, WA
·???? KingPins in Beaverton and Portland, OR
·???? Pioneer Saloon in Paisley, OR
·???? Outpost Saloon in Cashmere, WA
·???? Gustavs in Leavenworth, WA
·???? Climate Pledge Arena in Seattle, WA
·???? Emerald Queen Casino in Fife, WA
·???? HitchIn Post Saloon in Federal Way, WA
·???? Point Casino in Kingston, WA
·???? Tumble Creek Golf Course in Cle Elum, WA
Get ready to embark on a culinary journey like no other and enjoy the irresistible flavors of Trident Seafoods' Kraken IPA Beer Battered Wild Alaska Pollock Filets!
Announcing the Kraken IPA Fish n Chips Contest!
Speaking of the new Kraken IPA Beer Battered Wild Alaska Pollock Filets, get ready for a Kraken IPA Fish n Chips contest, brought to you by GAPP and Trident Seafoods. If you're in the PNW, this one's especially for you!
How to Enter:
·???? Visit any locations above serving the Kraken IPA Beer Battered Wild Alaska Pollock Filets and order.
·???? Capture a mouthwatering photo of your meal.
·???? Share it on social media, tagging GAPP (@Wildakpollock), Trident Seafoods (@Tridentseafoods), and the restaurant you're visiting in your post.
What You Could Win:
By entering, you'll be entered into a raffle for a chance to win two free Kraken tickets! It's your opportunity to savor fantastic seafood and catch an exciting Kraken game.
Don't miss out on this delectable contest. Visit one of these locations, snap, tag, and win big! Stay tuned for more updates and contests from GAPP and Trident Seafoods.
Expanding Horizons: GAPP's Successful Trade Mission to Malaysia and Singapore with USDA
Wild Alaska Pollock was showcased, along with other U.S. agricultural commodities, on a U.S. Department of Agriculture ( USDA ) -sponsored Trade Mission to Malaysia and Singapore two weeks ago. Alongside USDA Under-Secretary for Trade Alexis Taylor and other commodity marketing association leaders, GAPP Chief Executive Craig Morris explored new opportunities for Wild Alaska Pollock in these critical Southeast Asian markets and forged relationships, generating new demand with buyers in the region. Malaysia, specifically, was identified in the GAPP 2040 study as a “very favorable” market for Wild Alaska Pollock, making the mission even more relevant.?
The mission began in Kuala Lumpur, Malysia, where delegates participated this morning in a roundtable discussion with Under-Secretary Taylor, toured a fish market/traditional wet market and hosted a buyer reception for key export contacts in the country. In Singapore, delegates visited Singapore Agri-Tech Food Expo Asia and participated in the U.S.-Association of Southeast Asian Nations (ASEAN) Business Council Roundtable.?Wild Alaska Pollock was even called out for its high market potential in the region during an interview CNBC held with Under Secretary Taylor during the mission. A link to that interview is here.
In 2021, GAPP contracted with McKinley Research Group for market research on current and potential future markets. The research provided GAPP and its members with objective, data-driven assessments about current and potential future Wild Alaska pollock markets over a mid-to long-range time horizon (year 2040). International markets were ranked, based on a variety of factors including purchasing power, cultural food traditions, population growth and more from “very favorable” to least favorable.?
?As part of this study, Malaysia was identified in the highest category “very favorable” denoting that the market has opportunities for important growth with investment, in near-term or by 2040. According to the study, Malaysia was found to have “avid fish eaters, an increasing demand for imported fish, a growing population that is mostly urban and a large middle/upper class,” all factors which ranked it favorably compared to the other more than twenty export markets ranked in the study. Additionally, it is notable that Malaysia has the highest per capita seafood consumption among study countries (55 kg/per person) and a culture where everyone can consume fish.?
The 2040 study showed that Malaysians embrace Wild Alaska Pollock in both its filet and surimi forms, with the Wild Alaska Pollock and other whitefish being cooked at home as a center-of-the-plate entrée, with the head on and bones in, fried or cooked in sauce. During Lunar New Year, fish is served with the head and tail on, signifying a start and an end to the year. Surimi is also popular and available at noodle stalls, in fish balls, fish cakes, and as a snack food in convenience stores.
The Trade Mission concluded on November 3. A full summary of the 2040 study can be found here. Learn more about the USDA Trade Mission here and read Craig’s blog about his experience here.
领英推荐
Partnership Program: Wrapping Up GAPP's 2022/23 Projects and Launching 2023/24 Initiatives
As the end of the year draws near, GAPP’s 2022/23 partnership projects are winding down just as our 2023/24 projects are starting up. Those 2022/23 projects that have been driving awareness and demand for Wild Alaska Pollock include King & Prince Seafood ’s Oven Ready Wild Alaska Pollock filet campaign that is promoting the product in university and healthcare foodservice, FujiSan Franchising Corp. ’s Wild Alaska Pollock Sushi Campaign that is delivering Wild Alaska Pollock’s sustainability and healthfulness message in Sam's Club and traditional retail outlets, Trans-Ocean Products, Inc. ’s TikTok Challenge featuring its Crab Classic line of products made with Wild Alaska Pollock surimi, and in Spain, Angulas Aguinaga is delivering the Wild Alaska Pollock sustainability and healthfulness message around its Krissia brand products.
As these projects wind down, our international 2023/24 Partnership Projects are already gearing up with Antillana promoting multiple Wild Alaska Pollock SKUs in Colombia and Trident Seafoods-Japan promoting their Kanikama products and Nissui-Japan promoting their spicy Wild Alaska Pollock roe in Costco Wholesale stores throughout Japan. All three projects will start before the end of the year.
In 2024, we will execute projects with past partners Gorton's , Highliner Seafood , King and Prince, and Trans-Ocean and Angulas Aguinaga. We are also very pleased to welcome newcomers Arby's and the Texas-based retailer H-E-B .
Also, please don’t forget to see the Wild Alaska Pollock messaging and try the array of fantastic Wild Alaska Pollock products when you attend Seattle Kraken hockey games at Trident Seafoods’ Fork and Fin in the American Express Lounge and other food outlets throughout Climate Pledge Arena . These products are supported by GAPP’s Partnership Program and in the first full year of our project, with the help of our Saltonstall Kennedy Grant, will be expanding these offerings to other sports and entertainment venues in North America.
GAPP's Innovative Wild Alaska Pollock Roe Protocepts with CuliNEX
On October 16th, GAPP team members and our Chair Bob Desautel had the pleasure of participating in a Wild Alaska Pollock roe ideation session at CuliNEX’s headquarters near Seattle. CuliNEX - Your Food Innovation Partner is a leader in new food concept and product development and in addition to their talented team, Culinex brought in an expert in food technology to help identify processing methods that would?satisfy U.S. legal requirements and a Michelin 3-Star chef to help develop protocepts for Wild Alaska pollock roe products targeted at the U.S. market. These protocepts range from Wild Alaska Pollock roe-based seasonings and toppings, sauces dips and spreads to center of the plate dishes.?These protocepts and the proposed next phase of the development work will be presented to the GAPP Board on December 1st.??
Exciting News: 'Pollock People' Campaign Now Live!
We're thrilled to announce that our 'Pollock People' campaign is now live! This engaging content spotlights the incredible individuals who form the backbone of the Wild Alaska Pollock fishery. To stay up to date, follow us on all social media platforms at @wildakpollock and subscribe to our YouTube channel here.
Your support is instrumental in making this campaign a roaring success. You can help by engaging with the 'Pollock People' posts on our Instagram page, Facebook, and X (Twitter). Leave a like, comment, save, and by sharing these compelling stories with your communities. We've also prepared a Social Toolkit to make sharing this content on your social media a breeze.
Every bit of attention we can generate is crucial, and your involvement can make a significant difference. Together, let's celebrate the 'Pollock People' and raise awareness about the Wild Alaska Pollock fishery.
Exciting News: Pulse 2 of Our Influencer Program is Live!
We're thrilled to share an exciting update on the second phase of our Always-On Influencer Program. Our influencer partners have already begun creating fantastic content, and we can't wait for you to dive into their posts. Some of our amazing influencers (Elizabeth and Dale, Angelica Castaneda, and Mikayla Shocks) have been live for the last couple of weeks, lighting up their feeds with mouthwatering recipes and engaging stories, but the excitement doesn't stop there! We've got more influencers who just posted in Kenneth Temple and his Hot Honey Wild Alaska Pollock Bites as well as Pete Eats and his Surimi Jalape?o Popper Bombs! Our influencers are cooking up some incredible content that showcases the versatility and deliciousness of Wild Alaska Pollock.
Here's how you can get involved and show your support:
? Check out their content on their respective social media channels.
? Follow us on social media @wildakpollock if you haven't already.
? Engage with our influencers' posts, leave comments, and let them know how much you're enjoying their content.
? Stay tuned for more exciting updates from GAPP and our influencer partners
Questions that You Want Answered: The GAPP Research Agenda
It’s that time of year again when we at GAPP build our strategic plan for the coming year. One pillar of the plan is GAPP’s Learning Agenda, the issues and the research that our industry wants to learn more about in the coming year. Our research plan is the backbone of our marketing activities, both helping us understand what our consumers and customers think so we can best tailor our marketing programs to them and to measure the impact of our in-market activities on them.?At the last GAPP Steering Committee meeting, we suggested a set of potential research projects as thought starters. The list covered everything from the 6th wave of GAPP’s Year Over Year study, our annual deep dive into our fish-eating consumer and all things Wild Alaska Pollock to a range of new projects. One of these suggestions was Determining the Out of Home Opportunity for Wild Alaska Pollock, via a US Market Sizing project that could precisely identify the size of our species and the groundfish category across the entire foodservice universe and within subchannels, identifying the most promising white spaces for future distribution and demand driving initiatives. Another possible project we have considered is a Japan Costco Shopper Study to understand how these shoppers shop our category and products and what they do pre-store and instore (behaviors), so you can better tailor your marketing activities to drive sales. GAPP would like to know if any of these possible projects is of interest to you, or if there is other research you think GAPP should be pursuing. Please send [email protected] or [email protected] an email with your thoughts.
Trident Seafoods and GAPP Score Big with Climate Pledge Arena Partnership!
We're thrilled to say the first full year of our exciting partnership with the Climate Pledge Arena is under way! Trident Seafoods and GAPP have joined forces to make Wild Alaska Pollock a star player at this state-of-the-art venue. This includes the creation of Fork & Fin, a sponsored food market within the arena, serving up a delectable menu featuring various Wild Alaska pollock dishes. But it doesn't stop there—our goal is to not only tantalize the taste buds of Seattle's event-goers but to also expand our reach to sports and entertainment venues throughout the US, making Wild Alaska Pollock a household name at your favorite local arenas. To enhance our product's visibility and encourage fans to savor seafood during their event experiences, both the arena and the Seattle Kraken have proudly declared Wild Alaska Pollock as their official whitefish. This exciting partnership promises a bright future for Wild Alaska Pollock in the world of sports and entertainment. Go Kraken!
Climate Pledge Arena Chef Molly De Mers Nominated for a Prestigious James Beard Award
Both GAPP and Trident Seafoods knew we had a special partner in Climate Pledge Arena when we met their Executive Chef, Chef Molly Demers . When we supplied her with Wild Alaska Pollock, she transformed our fish into dishes that were nothing short of amazing. Deservedly, Chef De Mers is being nominated this year for a prestigious James Beard Award. If she wins, Chef De Mers would be the first arena Chef to ever win this award and put her alongside culinary icons such as José Andrés Bobby Flay and even Seattle’s own Tom Douglas. GAPP has sent in a letter of support for this nomination. Please reach out to [email protected] if you are interested in supporting Chef De Mers’ nomination as well! Given Chef De Mers is such a fan of our fish, as her fireside chat we did at the GAPP annual meeting in September showed, her wining this award would do nothing but help bringing more positive attention to Wild Alaska Pollock!?
Looking for GAPP Swag for the Holidays?
GAPP staff has been getting a number of requests for "swag" for various member holiday events and fundraisers. We maintain a live inventory spreadsheet with photos of items available for GAPP and member use at events. If you are interested in anything ranging from a WAP sweatshirt to a temporary tattoo of Dutch, please let us know. Also, Dutch is available for member use as well. The spreadsheet of GAPP swag is linked here. Please get in touch with Jon Ochoa at [email protected] with any questions or concerns.
Mark Your Calendars: Upcoming GAPP Dates
Reminder: GAPP Asset Library with Thousands of Assets Available
GAPP staff has been working hard to prepare an asset library of photos, videos, and other digital files to help our members and industry better market Wild Alaska Pollock.
Above you will see a visual map of the library and the different categories of photos and videos we have available. It's our goal for GAPP members to use these assets to raise awareness and demand for Wild Alaska Pollock. Please keep in mind that this library will update this in real time as we receive more files. Another important thing to note is that GAPP has assets dating back to 2003, but not all of them are currently sitting in the online library. These older archived assets are available upon specific request. Please reach out to [email protected] if you have any questions on access or instructions.
Members can access this by visiting the "Member Resources" page, scrolling to the bottom to "Asset Library," and following the instructions on the webpage you are redirected to. This asset library is password protected and available by password request only. If you would like access to the library, please email [email protected]
Refer an Associate Member
GAPP has updated its Associate Membership benefits to continue to provide the most relevant and meaningful benefits to companies and organizations that are connected to the Wild Alaska Pollock industry and want to support our efforts to build awareness and demand for Wild Alaska Pollock.
If you know someone who should be connected to GAPP through Associate Membership, please email [email protected]. Anyone who refers a company for Associate Membership will receive a custom Wild Alaska Pollock gift! If you haven't seen the new benefits structure yet, visit our website and see them here.
Is someone missing out on receiving this newsletter?
Is there someone else in your organization that needs to be connected to GAPP? If so, please let us know so we can get them signed up for the GAPP Wild Alaska Pollock Monthly Market Update, Weekly Fishery Update, and Weekly Newsclips. These routine updates are compiled by industry experts and hopefully of value to you and your business. Please also let us know if you enjoy this new monthly newsletter and if there’s anything else you would like to see included!
Click here to subscribe to GAPP newsletters and updates.