Wild Alaska Pollock Promotion Begins with the Start of Lent

As Lent gets underway today, so does a special promotion of wild Alaska Pollock. The campaign is aimed at consumers who are abstaining from eating meat for the next 40 days and invites them to enjoy a wide variety of dishes made with this protein-rich whitefish.

“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,” says Craig Morris, chief executive office of the Association of Genuine Alaska Pollock Producers, which is promoting the #Wapfor40 challenge. “Despite being widely used in some iconic menu items, 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.”

The Genuine Alaska Pollock Producers (GAPP) challenge encourages consumers to eat their way through the #Wapfor40 GAPP Bingo card and try a variety of dishes from fish sticks and breaded, beer-battered fish fillets to surimi products at participating restaurants or portions of Wild Alaska Pollock that can be prepared at home. The latest new wild Alaska Pollock product hitting retail shelves are Trident Seafoods’ Alaska Pollock Protein Noodles, a pasta made from the succulent whitefish. The product won the grand prize in the recent 2019 Alaska Symphony of Seafood competition.

Morris said the campaign is also aiming to promote consumer brands that feature wild Alaska Pollock and help tell its story of nutrition and sustainability. He’s spreading the world about GAPP’s challenge too on social media, including Facebook and Twitter @wildAKpollock.