The Association of Genuine Alaska Pollock Producers Receives USDA Grant for Market Expansion

The Association of Genuine Alaska Pollock Producers (GAPP) has secured a “significant” grant from the U.S. Department of Agriculture (USDA) through its Emerging Markets Program (EMP).

Funding for Emerging Markets

This funding will be directed toward critical projects in emerging markets, specifically in Brazil, Colombia, and India, as announced by GAPP CEO Craig Morris in a press release this week.

Understanding the USDA EMP

The USDA’s Foreign Agriculture Service (FAS) describes the EMP as a market access initiative that provides financial support for activities aimed at promoting U.S. agricultural exports in developing regions worldwide.

Identifying Promising Markets

Previously, GAPP utilized USDA EMP funding to conduct a comprehensive study titled “Wild Alaska Pollock 2040,” which identified Brazil, Colombia, and India as markets with the highest potential for growth and export opportunities. Morris explained that the new funding will help the organization delve deeper into the specific opportunities these markets present. It will enable industry leaders to meet new buyers and enhance global demand for U.S.-caught Wild Alaska Pollock.

Upcoming Trade Missions

Over the next year, GAPP plans to execute three distinct trade missions to the aforementioned countries. These missions will include meetings with partners from the GAPP Partnership Program, along with USDA-FAS and embassy officials in each region. Most importantly, these missions will provide critical opportunities to connect with new buyers and potential partners interested in using Alaska Pollock.

Research Initiatives

The USDA funding will also facilitate extensive research in each target market. For instance, GAPP’s research efforts in Colombia will focus on uncovering additional opportunities for Alaska Pollock fillet and surimi, particularly in a market that has recently experienced a surge in demand and consumption. In India, the emphasis will be on increasing the market for Alaska Pollock surimi seafood products.

Actionable Intelligence for Members

According to Morris, “One of the greatest services GAPP can provide to its members is actionable intelligence that they can utilize to sell Wild Alaska Pollock globally more effectively.” The research projects are tailored to meet the real needs expressed by GAPP’s members as they navigate new markets.

Addressing Market Challenges in Brazil

Research in Brazil will aim to understand the “real or perceived demand headwinds” that may arise due to the square shape of Wild Alaska Pollock fillet products, as well as the unfamiliarity of Brazilian consumers and trade with this product form. GAPP intends to develop strategies to bridge this knowledge gap and create resources to bolster sales efforts, demonstrating that the shape of the fillet does not compromise its taste, texture, or quality.

Building Awareness in Brazil

GAPP has already initiated efforts to raise awareness about pollock in Brazil. They have supported Noronha Pescados through their Partnership Program. CEO Guilherme Blanke stated that this funding has been instrumental in promoting their Maritos Alaska-based product, especially leading up to Easter. The financial support has allowed them to expand marketing investments and focus on impactful promotions both outside of stores and through in-store sampling.

As GAPP continues to leverage USDA funding for market research and outreach, the future looks promising for the growth of Alaska Pollock in key international markets.