Lent doesn’t begin until early March, but Craig Morris, chief executive officer of Genuine Alaska Pollock Producers (GAPP), said Jan. 20 that his organization is ready with several collaborative seafood promotion to provide those observing Lent from March 5 through April 17.
Morris said that Gorton Seafood plans a “The Sea Belongs to All of Us” campaign at retail to direct Lent-conscious consumers to the frozen seafood aisle with its iconic yellow bags of seafood, including their anchor, Alaska pollock battered fish fillets.
Harbor Seafoods will promote the Skipper’s line of Wild Alaska pollock for sale at convenience stores and restaurants for those who prepare seafood for Lent, and High Liner Foods will promote its foodservice line of Alaska pollock products for limited time menu options for Lent, according to GAPP.
King and Prince Seafoods will offering their foodservice line of Parmesan-crusted Alaska pollock to restaurants, while Sysco, the nation’s largest foodservice distributor, plans to promote Alaska pollock in Sysco’s Shop app, in its kitchen, and in Foodie magazine, Morris said.
The focus from Trident Seafoods will be on its potato-crusted Alaska pollock at Costco warehouses during Lent, while Trans-Ocean will promote its Crab Classics line of surimi seafoods to targeted retail consumers on the platform Catalina, he said.
Wild Alaska pollock is popular for its mild taste, as well as its nutritional value. Alaska pollock is high in protein and omega-3 fatty acids, harvested sustainable in waters of the Bering Sea and Gulf of Alaska.