The Association of Genuine Alaska Pollock Producers (GAPP)’s new “#WAPfor40” campaign is designed to help boost recognition of Alaska pollock during the Lenten season.
Consumers can eat their way through GAPP’s #WAPfor40 Bingo card, trying delicious menu items as well as Alaska pollock products available at retail, including fish sticks; breaded, beer battered fish fillets; protein noodles; surimi; and more.
“Wild Alaska pollock has a great taste, texture and flavor that makes it so popular among quick- service restaurant brands, especially as they add additional menu items for consumers for the Lenten season,” Craig Morris, CEO of GAPP said in a release.
Despite its widespread use in a lot of common menu items consumers know and live – like fish sticks or fast-food menu items – many people have no idea they’re eating pollock. Typically, they also don’t know the fishery is sustainable, and caught in the U.S.
“Most consumers don’t know that they’re eating fresh, wild-caught Alaska pollock or understand its story of being harvested by American fishermen on the waters of the largest sustainable fishery in the world which is off our own coast of Alaska,” Morris said.
The #WAPfor40 campaign is intended to change that, by generating more buzz around the fish.
“The goal here is to get consumers excited about this amazing fish, and connect them to its incredible story,” Morris said. “We’re always looking to add people to Team Wild Alaska Pollock and we thought this could be a great way to build out our following.”
The campaign is also intended to recognize consumer brands that are featuring Wild Alaska pollock and helping to tell its story of nutrition and sustainability.
Consumers are encouraged to take to social media to share their love of pollock with selfies and to find out more about wild Alaska pollock and its story by following GAPP on Facebook and Twitter @wildAKpollock.
