Many pieces of cod fillet. Fresh frozen sea fish.
The Association of Genuine Alaska Pollock Producers (GAPP) has confirmed that the percentage of Pacific pollock consumed in the U.S. from U.S. origin has increased in 2024. GAPP has accessed industry statistics, including the available supply of Pacific pollock, both domestically caught and imported.
Although the combined amount of 'Alaska pollock' (caught in the U.S.) and 'pollock' (caught in other countries, primarily Russia) available for domestic consumption declined, the amount of just 'Alaska pollock' increased from 99,815 metric tons in 2023 to 115,065 metric tons in 2024.
Moreover, since 2022, Americans consumed 24,583 metric tons more of U.S.-caught Alaska pollock, representing a 27.2% increase.
GAPP encourages brands to use U.S.-caught Alaska pollock in their product formulations and menu offerings and to display the name 'Wild Alaska Pollock' on the front of packaging and menus.
"We know from our research that provenance is extremely important to US consumers and that the vast majority of Americans prefer their seafood be harvested in the United States. By purchasing U.S.-harvested Wild Alaska Pollock, Americans are supporting not only the intrepid men and women that fish the waters of the Gulf of Alaska and the Eastern Bering Sea but also the businesses from whom they purchase goods and services," said GAPP's CEO Craig Morris.
WeAreAquaculture met Morris in Barcelona at the Seafood Expo Global 2023, where the Association traveled to bring the message of their partnership program to all brands that have an idea and want to share it with them.
GAPP wants to be as strategic as possible and has therefore identified the 20 markets around the world with the greatest growth potential, including Spain. "When we started GAPP, we started in North America, that was really the launch of us talking to consumers, launching the partnership program. Now, we're definitely pivoting internationally", concludes Craig Morris.
In 2022, it launched its first-ever national sustained marketing program which highlighted the wild-caught, sustainability, and nutritional attributes of Wild Alaska Pollock to United States consumers.