Our Strategic Plan

Exciting news! The GAPP Board of Directors last week approved a strategic plan for the next fiscal year, which began on April 1, 2019. The plan focuses around the central goal for GAPP: build awareness of Wild Alaska Pollock and build demand for the fish. 

After several months of in-depth interviews with the GAPP Board and many of our members, where we asked what has GAPP done well, what should GAPP be doing to support the Wild Alaska Pollock industry, and where do you see the greatest challenges and opportunities for the future of the industry, we put together a Strategic Plan for the second year of the “new GAPP” that outlines the goals and key deliverables for the organization for the next 12 months.

These deliverables fall into four distinct workstreams: GAPP business matters, GAPP governance, research & insights, and membership and communication.

Progress against these workstreams will be measured against five goals, including:

• Establish GAPP as a fully functional, stand-alone organization which is well-respected throughout the industry and as a national non-profit. 
• Establish a functional GAPP Committee structure that focuses on specific products as opposed to markets and relies on industry expertise to dictate individual campaigns and activities.
• Build a core, foundational research base for the WAP industry that identifies our current and potential customers, attitudes about the protein and key attributes that resonate with consumers.
• Craft an exciting, dynamic and comprehensive global narrative for Wild Alaska Pollock and position GAPP as an authority and go-to resource for information about how best to market the fish.
• Effectively communicate the return in investment to GAPP for its members and recruit new members to increase the overall organizational budget.

Overall, the 2019-20 Strategic Plan focuses on building a foundational awareness about our Wild Alaska Pollock current and potential customers and how we build their excitement and drive their purchases towards Wild Alaska Pollock, both here and abroad. Over the coming days, we’ll examine each of these goals with a longer post.

To read the full 2019-20 GAPP Strategic Plan, please visit: http://www.alaskapollock.org/pdf/GAPP-2019-2020-Strategic-Plan.pdf