Market Research Report: Genuine Alaska Pollock Producers (GAPP)

Background

Overview

The Association of Genuine Alaska Pollock Producers (GAPP) is a nonprofit organization dedicated to promoting Wild Alaska Pollock, a sustainable and nutritious seafood product harvested from the Bering Sea and the Gulf of Alaska. Established in 2003, GAPP unites the Wild Alaska Pollock industry to build demand and raise awareness for this versatile fish.

Mission and Vision

GAPP's mission is to educate consumers and industry stakeholders about the benefits of Wild Alaska Pollock, emphasizing its quality, nutritional value, and sustainability. The organization aims to position Wild Alaska Pollock as a preferred protein source globally.

Primary Area of Focus

GAPP focuses on marketing and advocacy efforts to increase the consumption and appreciation of Wild Alaska Pollock. This includes product innovation, consumer education, and strategic partnerships to expand market reach.

Industry Significance

Wild Alaska Pollock is a cornerstone of the global seafood industry, known for its mild flavor, versatility, and health benefits. GAPP plays a pivotal role in sustaining and growing the market for this fish, ensuring its availability and popularity worldwide.

Key Strategic Focus

Core Objectives

Market Expansion: Increase the global presence of Wild Alaska Pollock through strategic partnerships and marketing initiatives.

Consumer Education: Enhance consumer awareness regarding the nutritional and environmental benefits of Wild Alaska Pollock.

Sustainability Advocacy: Promote the sustainable harvesting practices of Wild Alaska Pollock to ensure long-term fishery health.

Specific Areas of Specialization

Product Innovation: Collaborate with industry partners to develop new Wild Alaska Pollock-based products.

Marketing Campaigns: Implement global marketing strategies to boost demand and consumption.

Research and Development: Conduct studies to support sustainability claims and product quality.

Key Technologies Utilized

Life Cycle Assessment (LCA): Utilize LCA to measure the environmental impact of Wild Alaska Pollock, demonstrating its low carbon footprint.

Consumer Research Tools: Employ market research methodologies to understand consumer preferences and inform marketing strategies.

Primary Markets Targeted

North America: Focus on increasing domestic consumption and market penetration.

Europe: Expand market presence through partnerships and product introductions.

Asia: Target key markets like Japan and South Korea with tailored marketing campaigns.

Financials and Funding

Funding History

GAPP operates as a nonprofit organization, primarily funded through membership dues, grants, and strategic partnerships. In fiscal year 2025, GAPP allocated $4.6 million for marketing initiatives, marking the largest budget in its history.

Recent Funding Rounds

Specific details about recent funding rounds are not publicly disclosed. However, GAPP's substantial investments in marketing and partnership programs indicate a robust financial position.

Notable Investors

As a nonprofit, GAPP's funding sources include member companies and industry stakeholders committed to promoting Wild Alaska Pollock.

Intended Utilization of Capital

Marketing Initiatives: Support global campaigns to increase Wild Alaska Pollock consumption.

Product Development: Fund the creation of new Wild Alaska Pollock-based products.

Research Projects: Invest in studies to validate sustainability and nutritional claims.

Pipeline Development

Key Pipeline Candidates

GAPP's pipeline focuses on:

Product Innovations: Collaborations with partners like Trident Seafoods and Gorton's to develop new Wild Alaska Pollock products.

Market Expansion Projects: Initiatives to introduce Wild Alaska Pollock into new geographic markets.

Stages of Development

GAPP's projects are in various stages, from conceptualization and product development to market introduction and consumer education.

Target Conditions

The organization targets market conditions that favor sustainable seafood products, including increasing consumer demand for healthy and eco-friendly food options.

Anticipated Milestones

Product Launches: Introduction of new Wild Alaska Pollock products in key markets.

Market Penetration: Achieving significant market share in targeted regions.

Consumer Awareness: Measurable increase in consumer knowledge and preference for Wild Alaska Pollock.

Technological Platform and Innovation

Proprietary Technologies

Sustainability Metrics: Development of tools to assess and communicate the environmental impact of Wild Alaska Pollock.

Significant Scientific Methods

Life Cycle Assessment (LCA): Conducting comprehensive LCA studies to validate the sustainability of Wild Alaska Pollock.

Leadership Team

Executive Profiles

Dr. Craig Morris: Chief Executive Officer. Former Vice President of International Marketing for the National Pork Board and Deputy Administrator at the USDA's Agricultural Marketing Service.

Bob Desautel: Chairman of the Board. Co-founder, President, and CEO of Global Seas and Nina Fisheries. A passionate advocate for Wild Alaska Pollock with over four decades in the industry.

Leadership Changes

In January 2025, Bob Desautel stepped down as CEO of Global Seas to focus on his role as Chairman of GAPP.

Competitor Profile

Market Insights and Dynamics

The global seafood market is experiencing growth, with increasing consumer demand for sustainable and healthy protein sources. Wild Alaska Pollock is well-positioned to meet this demand due to its nutritional profile and environmental benefits.

Competitor Analysis

Key competitors in the Wild Alaska Pollock market include:

American Seafoods: A major harvester in the U.S. Bering Sea Alaska pollock fishery, holding approximately 45% of the catcher-processor market share.

Icicle Seafoods: A significant seafood processor with operations throughout Alaska, recognized for its commitment to quality and sustainability.

Strategic Collaborations and Partnerships

GAPP collaborates with various industry partners to promote Wild Alaska Pollock, including:

Trident Seafoods: Partnered to introduce Wild Alaska Pollock products into new markets and develop innovative offerings.

Gorton's: Collaborated on marketing campaigns to increase consumer awareness and demand for Wild Alaska Pollock.

Operational Insights

GAPP's strategic focus on partnerships and marketing initiatives differentiates it from competitors by fostering industry-wide collaboration and consumer engagement.

Strategic Opportunities and Future Directions

Strategic Roadmap

GAPP plans to:

Expand Global Presence: Increase market share in existing and new international markets.

Enhance Consumer Engagement: Develop targeted marketing campaigns to boost consumer preference for Wild Alaska Pollock.

Strengthen Sustainability Advocacy: Continue to promote the environmental benefits of Wild Alaska Pollock through research and public relations efforts.

Future Business Directions

GAPP aims to solidify Wild Alaska Pollock's position as a leading sustainable protein source by leveraging strategic partnerships, innovative marketing, and consumer education.