How do U.S. Consumers Really Feel About Wild Alaska Pollock? Fourth Annual Survey Results to be Revealed at Wild Alaska Pollock Event

SEATTLE, Wash.—For the fourth year, Ketchum PR will present the results of the annual survey to measure U.S. consumer awareness and familiarity with Wild Alaska Pollock at the annual Wild Alaska Pollock meeting to be held on October 17, 2022, at the Westin Seattle the Association of Genuine Alaska Pollock Producers (GAPP) announced today. The comprehensive research results are the annual barometer of the industry’s efforts to turn Wild Alaska Pollock from an anonymous white fish into a household name.

“These results are not only GAPP’s ‘report card’ but the compass that guides our industry’s marketing and promotional efforts in the future,” said Craig Morris, Chief Executive Officer of GAPP. “Each year we glean meaningful information about the U.S. consumer’s mindset not just about Wild Alaska Pollock but also about food and purchasing decisions in general—which helps us better position our fish to drive trial.”

The research study is conducted annually by Ketchum and surveys a nationally representative sample of consumers to determine their awareness of Wild Alaska Pollock and familiarity with its leading attributes including its provenance, sustainability, versatility and nutrition. Additionally, each year the research is used to measure ‘hot topics’ affecting consumer behaviors—in 2021, the study measured the impact of COVID on food purchases and consumer mindset, this year’s research will measure the effects of rising food costs and inflation.

This year’s study will also include some questions specific to surimi seafood made from Wild Alaska Pollock to start to establish a baseline for consumers’ perceptions of that significant Wild Alaska Pollock product. The annual study is set to go into the field this month and the ‘hot off the presses’ results will be again presented by Ketchum’s head of global analytics Mary Elizabeth Germaine at the October event.

“Having a better understanding of consumers’ awareness and familiarity of Wild Alaska Pollock is imperative to achieving growth within the category,” said Germaine. “In the fourth year of benchmarking, our research has done just that. We’re excited to build on our data this year with additional advanced statistical analyses which will yield even deeper insights into purchasing habits, revealing opportunities for continued growth.”   

The event will begin at 8:00am and last until 5:00pm with a reception to immediately follow. Information about the event’s theme and a detailed agenda is available on the GAPP website.

In addition to Title Sponsor the Alaska Seafood Marketing Institute, GAPP would like to thank its other event sponsors: Global Seas, UniSea, American Seafoods, Trident, Glacier Fish, Arctic Storm, Resolve Marine Group, Urner Barry, Port of Seattle, Aquamar, Alaska Ship Supply, Gorton’s, Seafood Nutrition Partnership, Ketchum, Northwest Farm Credit Services, OBI Seafoods, Golden Alaska, Petro Marine, Coastal Villages Region Fund, HPN Global, Baader, Angulas Aguinaga, High Liner Foods, Eat Well Global, Alaska Fisheries Development Foundation, Lafferty’s EMS, Beck Pack Systems, Clark Nuber, HomeStreet Bank, Aluetian-Pribilof Island Community Development Association,  Alaskan Observers, Inc.

Aluetian-Pribilof Island Community Development Association, Central Bering Sea Fishermen's Association, Net Your Problem, Norton Sound Economic Development Corporation, Perkins Coie, Restaurant Depot, Seafood 101, Sysco Pacific NW, Wells Fargo and Alaskan Observers, Inc. Companies interested in sponsoring this event can contact GAPP for more information at [email protected].