An on-demand video of “The Power of Influencer Marketing” is available free for SeafoodSource Premium members and for USD 500 (EUR 427) to non-members through the Complete Digital Ticket: Seafood Expo Global.
In this presentation, Association of Genuine Alaska Pollock Producers (GAPP) CEO Craig Morris discusses GAPP’s successful strategy of utilizing social media influencers to raise awareness surrounding Alaskan pollock and presents ways other companies can mimic GAPP’s successful marketing approach. The session was advertised with the following description:
Over the last four years, GAPP has invested millions into collaborations with social media influencers to create original recipe content, speak about the attributes of wild Alaska pollock, and engage in online dialogue about the fish and fishery.
This program has proven to be incredibly successful both in terms of raising the awareness around wild Alaska pollock and associated products but also in terms of measurable, direct sales lift for each campaign.
The results of this program can be easily replicated by others in the seafood industry and a larger online community of seafood influencers cultivated for the greater good of increasing seafood consumption.
The 2025 Seafood Expo Global (SEG), which took place 6 to 8 May 2025 in Barcelona, Spain, featured a comprehensive conference program of live panel events focusing on topics chosen to be of vital interest to the seafood industry.
The more than 25 individual presentations from SEG featured exclusive information and insight from seafood industry experts on a range of topics, including diversity in the seafood industry, environmental impacts surrounding sustainability, and preserving a successful future for aquaculture supply, demand, and distribution.
