Genuine Alaska Pollock Producers
Genuine Alaska Pollock Producers (GAPP) is a Seattle-based, non-profit seafood trade association founded in 2009 that represents Alaska pollock fishery participants and promotes Wild Alaska Pollock through member assessments, USDA grants, and a Partnership Program spanning approximately 100 brand collaborations across retail, foodservice, and international export markets.
- Company typePrivate
- Founded2009
- HeadquartersSeattle, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Genuine Alaska Pollock Producers does
Genuine Alaska Pollock Producers (GAPP) is a Seattle-based, non-profit seafood industry trade association founded in 2009 that represents Alaska pollock fishery participants and promotes Wild Alaska Pollock as a sustainable, nutritious, and versatile protein source. The association does not harvest, process, or sell fish directly; instead it invests member assessments, USDA grants, and partnership contributions into demand-building programs. Its core technological assets center on a comprehensive Life Cycle Assessment methodology (nine environmental impact categories including greenhouse gas, eutrophication, and ecotoxicity), science-based fishery management under the North Pacific Fishery Management Council with MSC certification, and consumer research that informs marketing toolkits for channel partners.
GAPP operates a Partnership Program that has completed approximately 100 brand collaborations with retailers (Walmart, Costco, H-E-B), foodservice distributors (Sysco), QSR chains (Arby's, 7-Eleven), and seafood manufacturers (Gorton's, Trident Seafoods, Louis Kemp, Mrs. Paul's, Van de Kamp's, Aquamar, High Liner Foods, King & Prince Seafood), driving a collective global marketing spend that has exceeded $50 million. The association is funded through annual membership assessments voted on by industry participants, USDA Foreign Agricultural Service grants for international market development (including active programs in India, Brazil, Colombia, and Indonesia), and matching partnership contributions.
GAPP's customer base spans U.S. retail consumers (via fish sticks, fillets, surimi, and breaded products), foodservice operators (QSR, casual dining, stadium concessions), K-12 school nutrition programs, and international export markets in Japan, Spain, Colombia, Brazil, and India. The organization is governed by an 11-member elected Board of Directors representing catcher vessels, processors, and community development organizations; Jim Johnson (Glacier Fish Company) serves as Chairman following the December 2025 election, and Ron Rogness serves as Interim Executive Director following Craig Morris's CEO resignation announced in February 2026.
Genuine Alaska Pollock Producers firmographics
Firmographics- Name
- Genuine Alaska Pollock Producers
- Legal name
- Genuine Alaska Pollock Producers
- Website
- https://alaskapollock.org
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Genuine Alaska Pollock Producers (GAPP) is a Seattle-based, non-profit seafood trade association founded in 2009 that represents Alaska pollock fishery participants and promotes Wild Alaska Pollock through member assessments, USDA grants, and a Partnership Program spanning approximately 100 brand collaborations across retail, foodservice, and international export markets.
- Ownership category
- akta.pro rank
Genuine Alaska Pollock Producers industry classification
Industry- Product category
- Seafood Trade Association & Fishery Promotion
- NAICS
- Fish and Seafood Retailers (44525)
- SIC
- Prepared Fresh Or Frozen Fish & Seafoods (2092)
- akta.pro primary industry
- Fresh & Frozen Seafood Fillets (Portioned, Skinless/Boneless) (AFANALAA)
Keywords
Where Genuine Alaska Pollock Producers is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Genuine Alaska Pollock Producers business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Operations, Others
Revenue model
- Membership Assessments: GAPP is funded through membership assessments paid by industry participants in the Alaska pollock fishery. Members vote on assessment rates annually to support demand-building work and reputation protection efforts.
- USDA Grant Funding: GAPP receives grant funding from USDA Foreign Agricultural Service programs including the Emerging Markets Program to support international market development and promotional activities in emerging markets like India, Brazil, and Colombia.
- Partnership Program Contributions: GAPP invests its own funds in partnership programs with major brands; partner companies contribute matching funds to collaborative marketing efforts, with total collective global marketing spend exceeding $50 million.
Distribution channels6 records
Marketing channels10 records
Genuine Alaska Pollock Producers product offering
Product offeringCore offering
Genuine Alaska Pollock Producers (GAPP) is a non-profit trade association that promotes Wild Alaska Pollock, an MSC-certified sustainable whitefish harvested in the Bering Sea and Gulf of Alaska. GAPP runs a Partnership Program that co-invests with major retail, foodservice, and seafood brands (e.g., Walmart, Costco, Gorton's, Arby's, Sysco) in co-marketing campaigns, influencer programs, new product development, and seasonal promotions to grow demand for Wild Alaska Pollock fillets, surimi, roe, and consumer branded products. The association is funded through member assessments, USDA grants, and partnership contributions.
Product overview
Genuine Alaska Pollock Producers (GAPP) is an industry trade association that markets and promotes Wild Alaska Pollock as a seafood product. The organization does not manufacture products but promotes the Wild Alaska Pollock fish and supports its member companies' branded consumer products. The core products promoted include Wild Alaska Pollock fillets and surimi seafood, which serve as the foundation for a wide portfolio of consumer brands. These include Gorton's Seafood (various fish fillets, sticks, and sandwiches), Louis Kemp Crab Delights (surimi in chunk, flake, and shred styles), Trident Seafoods products, Mrs. Paul's products, Van de Kamp's products, Aquamar Surimi products, Trans-Ocean Products, AlaskOmega omega-3 supplements, and Trader Joe's Fish Nuggets. GAPP operates partnership programs with retailers, restaurants, and food service companies worldwide to build demand for Wild Alaska Pollock products.
Differentiator
Problem solved
Functional benefit
Brands
- Wild Alaska Pollock: The primary consumer-facing brand for Alaska pollock products promoted by GAPP, representing sustainably harvested wild-caught pollock from Alaska waters.
Products and services
- GAPP Partnership Program A co-marketing partnership program for major seafood brands, retailers, and foodservice operators (e.g., Walmart, Costco, Gorton's, Arby's, Sysco, 7-Eleven) that invests GAPP funds alongside partner contributions to drive demand for Wild Alaska Pollock products.
- Life Cycle Assessment and Sustainability Research Science-based environmental impact research quantifying Wild Alaska Pollock's carbon footprint (3.41 KG CO2-eq per KG of protein) across nine environmental impact categories, including greenhouse gas emissions, acidification, eutrophication, ecotoxicity, energy resource use, and ozone depletion. Used to substantiate sustainability claims for partners and stakeholders.
- Consumer Research & Marketing Toolkits Proprietary consumer research and marketing toolkits developed by GAPP to help partners communicate the attributes most valued by consumers by demographic and channel, enabling data-driven seafood marketing campaigns.
- Wild Alaska Pollock Annual Meeting Annual industry event bringing together GAPP members, industry stakeholders, expert speakers, and partners, including the 7th Annual Meeting held at the W Hotel in Seattle on September 18, 2025.
- Wild Alaska Pollock (Promoted Commodity) The core seafood commodity promoted by GAPP — a mild, sustainable whitefish harvested in the Bering Sea and Gulf of Alaska, high in protein and omega-3 fatty acids, and serving as the base for value-added products including fillets, surimi, roe, minced, fish meal, and fish oil.
- Surimi Seafood (Promoted Category) Processed seafood product category made primarily from Wild Alaska Pollock, fully cooked and bone-free with long refrigerated shelf life and mild aroma, commonly used as imitation crab in sushi rolls, salads, sandwiches, and other dishes.
Quantifiable outcome
- Greenhouse gas emissions 16.7% lower than 2021 study, with only 3.41 KG CO2-eq per KG of protein
- +3 more outcomes
Companies that use Genuine Alaska Pollock Producers
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles3 records
Genuine Alaska Pollock Producers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Genuine Alaska Pollock Producers partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered core, major and minor.
- WalmartcoreMajor retail partner in GAPP Partnership Program for Wild Alaska Pollock product marketing campaigns. Walmart is a key channel partner for reaching retail consumers with Wild Alaska Pollock products.
- CostcocorePartnership for Wild Alaska Pollock products including Kanikama at Costco Japan and product campaigns. Trident Seafoods/Oak View Group partnership also includes Climate Pledge Arena and Seattle Kraken integration.
- Arby'scoreArby's Crispy Fish Sandwich Campaign partnership featuring Wild Alaska Pollock in limited time offerings at Arby's quick-service restaurants.
- Gorton's SeafoodscoreMultiple partnerships including 'It's Seafood Time' digital program, 'Back to Routine' campaign, 'The Sea Belongs to All of Us' campaign, and various product development initiatives for Wild Alaska Pollock products.
- Trident SeafoodscoreMultiple partnerships including oversized potato-crusted Wild Alaska Pollock demo program at Costco, Kraken Stash IPA Beer Battered products, and Trident Japan programs for Kanikama at Costco Japan.
- High Liner FoodsmajorQSR Wild Alaska Pollock LTO (Limited Time Offer) promotion partnership with High Liner Foods, which acquired Mrs. Paul's and Van de Kamp's retail seafood lines.
- King & Prince SeafoodmajorNew Parmesan-Crusted Wild Alaska Pollock non-commercial campaign and Mrs. Paul's relaunch in universities program.
- SyscomajorPromotion of Wild Alaska Pollock through SHOP, Sysco Kitchen and Foodie Magazine as part of partnership program.
- 7-ElevenmajorLent Limited Time Offer Program partnership with 7-Eleven for Wild Alaska Pollock products.
- AquamarmajorSurimi seafood products made from Wild Alaska Pollock; Aquamar produces crab-flavored surimi products including flake, leg, and shred styles.
- Angulas AguinagacoreSpanish market partnership 'Origin: Leveraging the origin and legend of Wild Alaska Pollock' and Japanese Temptation program for Spanish market.
- AntillanacoreColombia market partnership 'A Journey of flavor from Alaska to Colombia' for Wild Alaska Pollock surimi products in Latin American market.
- NissuimajorPartnership for 'Super Deliciousness of spicy Wild Alaska Pollock roe at Costco Japan' featuring specialty roe products.
- Trans-OceanmajorTargeted digital advertising for Crab Classics made with Wild Alaska Pollock surimi using Catalina marketing platform.
- H-E-BmajorGAPP/H-E-B retail media partnership for Wild Alaska Pollock marketing in Texas grocery chain.
- NordstromminorChef's Feature Program partnership with Nordstrom for Wild Alaska Pollock menu features.
- Restaurant DepotminorChef Influence Program partnership for restaurant marketing and in-store digital campaigns.
- Neptune SnacksminorNew surimi snacking launch partnership for Wild Alaska Pollock-based snack products.
- Mama Hu's Sushi BakesminorRetail expansion of Sushi Bakes made with Wild Alaska Pollock surimi through this partner brand.
- Gourmet Fusion FoodsminorLos Mariscos Wild Alaska Pollock crab flakes in California Hispanic retail chain partnership.
- Harbor Foods (Skippers)minorSkippers branded Wild Alaska Pollock California growth initiative in C-stores and stand-alone restaurants.
- Notorious FishminorWild Alaska Pollock Fillet O' Fish and Fish and Chips at Notorious Restaurant in Brazil.
- USI Insurance ServicescoreTitle sponsor for GAPP's 2024 and 2025 Wild Alaska Pollock Annual Meetings.
- Okuhara FoodsminorPupu Paste culinary school initiative partnership for Wild Alaska Pollock in Japanese culinary education.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Genuine Alaska Pollock Producers competitors and assessment
Company assessmentOthers
- SeaShare: SeaShare is a seafood industry non-profit partnering with GAPP members to provide seafood to US food banks (270M+ servings since 1994); adjacent ecosystem participant that complements GAPP's social-impact positioning.
Broad incumbents
- National Fisheries Institute: NFI is the largest US seafood trade association representing the broader seafood industry (processors, distributors, retailers); directly comparable to GAPP as a marketing and policy organization, but operating across all seafood categories rather than a single species.
- Food Marketing Institute: FMI is a broad food retail and foodservice trade association; comparable in marketing and consumer-research capabilities, but operating across all food categories rather than focusing on a single species or commodity.
- Marine Stewardship Council: MSC is the global sustainability certification body whose certification GAPP leverages for marketing claims; comparable as a sustainability-driven seafood organization but operating at global scale across many fisheries rather than promoting a single species.
Direct peers
- Pacific Seafood Processors Association: PSPA represents Pacific Northwest seafood processors (including pollock); comparable trade-association structure with shared interest in North Pacific fishery management, sustainability policy, and processor-member assessment funding.
- Alaska Seafood Marketing Institute: ASMI is the state-funded seafood marketing organization promoting all Alaska seafood species; directly comparable to GAPP as a marketing-driven seafood trade entity, though broader in species scope (salmon, crab, cod, halibut) versus GAPP's pollock focus.
- At-Sea Processors Association: APA represents US at-sea pollock and groundfish processors and is closely related to GAPP through overlapping members and shared interest in Alaska pollock fishery management; both organizations work on supply-chain sustainability and member assessment funding models.
- International Seafood Sustainability Foundation: ISSF is a global tuna-focused sustainability and promotion organization; comparable to GAPP as a fisheries-driven sustainability and demand-building entity, though focused on tuna rather than pollock.
- Pacific Whiting Conservation Cooperative: PWCC is a US Pacific whiting industry cooperative with overlapping board representation and shared governance model; comparable as a groundfish management and conservation entity adjacent to GAPP's Alaska pollock focus.
- Seafood Nutrition Partnership: SNP is a non-profit seafood promotion organization focused on increasing seafood consumption in American diets; directly comparable to GAPP's mission of overcoming consumer barriers to seafood (fear of cooking, perceived expense, special-occasion framing) through consumer education and partnerships.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Genuine Alaska Pollock Producers social profiles
Digital presenceGenuine Alaska Pollock Producers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Genuine Alaska Pollock Producers leadership team
Management profileNumber of profiles
Profiles3 records
Genuine Alaska Pollock Producers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Genuine Alaska Pollock Producers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Genuine Alaska Pollock Producers
What does Genuine Alaska Pollock Producers do?
Genuine Alaska Pollock Producers (GAPP) is a non-profit trade association that promotes Wild Alaska Pollock, an MSC-certified sustainable whitefish harvested in the Bering Sea and Gulf of Alaska. GAPP runs a Partnership Program that co-invests with major retail, foodservice, and seafood brands (e.g., Walmart, Costco, Gorton's, Arby's, Sysco) in co-marketing campaigns, influencer programs, new product development, and seasonal promotions to grow demand for Wild Alaska Pollock fillets, surimi, roe, and consumer branded products. The association is funded through member assessments, USDA grants, and partnership contributions.
Is Genuine Alaska Pollock Producers a public or private company?
Genuine Alaska Pollock Producers is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Genuine Alaska Pollock Producers founded?
Genuine Alaska Pollock Producers was founded in 2009. It employs 1 to 10 people.
Where is Genuine Alaska Pollock Producers based?
Genuine Alaska Pollock Producers is headquartered in Seattle, United States, in the North America region.
How does Genuine Alaska Pollock Producers make money?
Three revenue lines are on record. Membership Assessments are the primary driver. The others are USDA Grant Funding and partnership Program Contributions.
Who are Genuine Alaska Pollock Producers's main competitors?
SeaShare is listed as an others. Broad incumbents are National Fisheries Institute, Food Marketing Institute and Marine Stewardship Council. Direct peers are Pacific Seafood Processors Association, Alaska Seafood Marketing Institute, At-Sea Processors Association, International Seafood Sustainability Foundation, Pacific Whiting Conservation Cooperative and Seafood Nutrition Partnership.
Does Genuine Alaska Pollock Producers have an API?
No public API is recorded for Genuine Alaska Pollock Producers.
What industry is Genuine Alaska Pollock Producers in?
Genuine Alaska Pollock Producers's product category is Seafood Trade Association & Fishery Promotion. Its primary akta.pro industry code is AFANALAA, Fresh & Frozen Seafood Fillets (Portioned, Skinless/Boneless). Its NAICS code is 44525 and its SIC code is 2092.