"Under Craig's steady hand, GAPP was transformed into the proactive, professional and well-respected organization that it is today," said Jim Johnson, GAPP Chairman of the Board.
Photo: courtesy of Craig Morris.
Yesterday, almost at the same time that the Association of Genuine Alaska Pollock Producers (GAPP) announced that, after seven years of service to the Alaska pollock industry, Craig Morris had resigned as Chief Executive Officer (CEO) to pursue a new opportunity, Keyport LLC, the US premier processor and supplier of wild-caught crab and frozen seafood, announced his appointment as President.
After highlighting his background, saying he brings decades of leadership experience spanning seafood, agriculture, and broader protein sectors, Keyport said Morris's addition strengthens its leadership team at an important stage for the company as it enters a new phase of growth.
In its release, Keyport also emphasized that the still current CEO of GAPP is widely recognized across Alaska's seafood sector and brings deep relationships throughout the industry.
Early in his career, Craig Morris held leadership positions within the broader protein industry, as well as senior leadership roles at the U.S. Department of Agriculture, overseeing marketing and regulatory programs and federal purchases for major US commodities, including seafood.
Subsequently, he served as Vice President of International Marketing at the National Pork Board, and it was then, coming from the pork industry, when he became CEO of the Association of Genuine Alaska Pollock Producers in 2019, where, as highlighted for both GAPP and Keyport responsibles, he has transformed Alaska pollock from an anonymous whitefish into a sought-after global brand known by customers and consumers around the world.
During his tenure, Morris has expanded the organization to include additional staff expertise, launched the Associate Member Program—now comprising more than thirty allied industry members– and oversaw the GAPP Partnership Program that funded collaborations with major seafood brands, retailers and restaurants to promote Wild Alaska Pollock.
In addition, he also secured prestigious grant funding from the U.S. Department of Commerce and U.S. Department of Agriculture to support GAPP's promotional and market-expansion work, and since March 2024, he has also held the position of member of the Board of Directors at the Global Seafood Alliance.
All of these tasks for which the GAPP Board has commended Morris for his "distinguished service," while announcing that it is starting the search for its next CEO.
In its farewell note, the Board said it is extremely grateful for Morri's "steady leadership, passion for, and service to, the Alaska Pollock industry" during his tenure as Chief Executive Officer of the Association of Genuine Alaska Pollock Producers
"Under Craig's steady hand, GAPP was transformed into the proactive, professional and well-respected organization that it is today," said Jim Johnson, GAPP Chairman of the Board, who was elected last December, to continue to tell the story of the Alaska pollock fishery.
"It's difficult to overstate how Craig transformed GAPP, professionalizing the organization and working to establish programs that launched the industry forward, programs that will long survive him and be his lasting legacy at GAPP," he noted.
"Wild Alaska Pollock will always have a very special place in my heart and I will always be the fish's biggest fan," said, for his part, GAPP CEO Craig Morris, commenting on his resignation. "This was a once-in-a-lifetime opportunity I couldn't pass up but leaving GAPP is certainly bittersweet," he continued.
"I want to thank the GAPP Board for teaching me so much, most importantly what true servant leadership looks like. You'll never meet more passionate, dedicated and committed advocates than the industry leaders on the GAPP Board and I'm grateful to them for the trust and faith they've shown me as CEO," Morris added.
In the coming weeks, until his departure takes effect in early April, Craig Morris will work with the GAPP Board of Directors to ensure a smooth transition of his responsibilities. The Board has announced that it will undertake a strategic planning process and commence a deliberate executive search for the organization's next leader.
"This organization has led the industry in marketing, reputational defense, market development and has been instrumental in building the brand of Wild Alaska Pollock," Johnson stated. "We look forward to bringing on a new leader with fresh perspective while continuing the strong momentum GAPP has built on behalf of the Alaska Pollock industry."
As for Keyport—a family-owned business fully integrated from ocean to table that, as mentioned, is the U.S. premier processor and supplier of wholesale wild-caught crab and frozen seafood—it claimed it recruits the seafood industry leader to accelerate growth.
"We've developed strong momentum over the past several years," said Mark Pedersen, CEO of Keyport. "As our business continues to grow, Craig's experience and industry relationships add strength to our leadership team and increase our ability to aggressively expand the Keyport brand in the years ahead."
"Craig's addition allows us to stay focused on the consistent execution we're known for while continuing to build on the long-standing relationships and partnerships that define our business," Keyport COO Kurt Pedersen added.
In its note, the seafood company noted that both Mark Pedersen, CEO, and Kurt Pedersen, COO, will continue in their respective positions, with a greater focus on partnerships, supply and harvest relationships, and building the next chapter of Keyport as it approaches its 30-year milestone in 2027.
Commenting on his appointment, Craig Morris was referring precisely to that anniversary. "Keyport has built something special over the last 30 years, and I'm humbled to be joining this family-owned business as President," he said.
"The strong reputation across the Alaska seafood industry that Mark and Kurt have earned shines through in everything they do. I am eager to join the team and work to achieve the ambitious goals they've set for the future of the business," Morris added.
His first opportunity to do so will be at the Seafood Expo North America in Boston, which this year is being held from March 5 to 17, where Keyport will be participating, with Morris joining the team to connect with customers and partners as he takes on his new role.
Finally, in a more personal note written at the end of yesterday, Craig Morris, who, in an interview with WeAreAquaculture's sister publication, WeAreSeafood, explained how, for GAPP, it was all about awareness for Wild Alaska Pollock, and how he was there to spread the word, explained on his LinkedIn profile how he feels about this new challenge.
"I'm beyond excited for this next chapter and to put my exuberance, love of storytelling and marketing passion into further building the Keyport brand. I'm not leaving seafood, I'm joining one of the most respected seafood families and that is a true privilege," he wrote.