Reimagining Seafood Consumption in America: The Role of Alaska Pollock

Introduction

America may not have a seafood recipe problem, but it certainly has a seafood confidence problem. Despite an abundance of online recipes—from intricate chef creations to simple weeknight meals—Americans still consume seafood at lower rates than recommended. Craig Morris, the Chief Executive Officer of Genuine Alaska Pollock Producers (GAPP), emphasized this at the recent 2025 Wild Alaska Pollock Annual Meeting.

<h2>The Real Barriers to Seafood Consumption</h2>
<p>During this session, <strong>Daryl Gormley</strong>, CEO of Aquamar, posed a crucial question: *How can America increase seafood consumption?* He dismissed the idea that the lack of recipes is the main issue. Instead, he identified real barriers that affect consumer behavior.</p>
<p>Among the most common concerns are:</p>
<ul>
    <li>Fear of ruining the dish</li>
    <li>Worries about financial waste</li>
    <li>Concerns over bones and texture</li>
    <li>Unpleasant lingering smells in the kitchen</li>
</ul>

<h2>Reframing Seafood as Everyday Food</h2>
<p>If we want to change perceptions around seafood, we must shift from viewing it as a luxury to integrating it into daily meals. Consumers seek seafood options that are:</p>
<ul>
    <li>Simple</li>
    <li>Forgiving in preparation</li>
    <li>Familiar</li>
    <li>Low-risk, especially concerning odors</li>
</ul>

<h2>The Advantages of Alaska Pollock</h2>
<p>Wild Alaska Pollock stands out in this category, primarily due to its mild flavor, texture, and aroma. This can be seen as a competitive advantage rather than a drawback.</p>

<h2>Surimi: A Solution to Seafood Hesitation</h2>
<p>Surimi seafood, especially crab-style products, is one of the best strategies to normalize seafood consumption in the U.S.</p>
<p>This type of seafood addresses numerous consumer concerns:</p>
<ul>
    <li>It is pre-cooked</li>
    <li>Bone-free</li>
    <li>Has a long shelf life</li>
    <li>Generates minimal aroma</li>
    <li>Can be easily incorporated into favorite foods</li>
</ul>
<p>Surimi seafood alleviates sensory concerns, allowing consumers to enjoy seafood in everyday meals without the fear of strong smells or complicated cooking processes.</p>

<h2>Alaska Pollock: A Versatile Protein</h2>
<p>Alaska pollock fillets and value-added products, such as fish sticks, share similar advantages. In comparison to many other seafood types, Alaska pollock:</p>
<ul>
    <li>Has a very subtle aroma</li>
    <li>Cooks quickly and cleanly</li>
    <li>Does not overwhelm a kitchen or meal</li>
</ul>
<p>When consumers realize they can prepare a protein without fuss or unwanted odors, their eating habits shift. Alaska pollock can transform mundane meals like tacos or sandwiches into reliable weeknight solutions.</p>

<h2>Marketing Mildness: A Unique Opportunity</h2>
<p>The seafood industry has often emphasized bold and rich flavors in marketing. However, for the average consumer, mildness can be a desirable quality.</p>
<p>There is a significant opportunity to promote Alaska pollock through messages like:</p>
<ul>
    <li>“No guesswork involved”</li>
    <li>“No overpowering smells”</li>
    <li>“Seafood that fits real life”</li>
</ul>

<h2>Transforming Consumer Attitudes</h2>
<p>As illustrated in Daryl’s presentation, increasing seafood consumption is less about persuasion and more about comfort. Simple adjustments can lead to more frequent seafood meals:</p>
<ul>
    <li>A convenient surimi seafood-based lunch</li>
    <li>Family-friendly Alaska pollock fish sticks for dinner</li>
    <li>An easy Alaska pollock sandwich as an alternative to a burger</li>
</ul>

<h2>Leading the Shift in Seafood Consumption</h2>
<p>Wild Alaska Pollock has a unique chance to spearhead this change by positioning itself not as an extravagant option, but as an integral part of everyday meals. This seafood is approachable, reliable, and easily prepared—helping to remove the barriers of fear and mess.</p>

<p>In conclusion, America’s challenges with seafood consumption stem not from a lack of recipes but from a fundamental lack of confidence. By making seafood accessible through products like Wild Alaska Pollock and surimi seafood, we can facilitate a shift in consumer habits and perception.</p>