Association of Genuine Alaska Pollock Producers announces resignation of Craig Morris

The Board said it was “extremely grateful for Craig’s steady leadership, passion for, and service to, the Alaska Pollock industry during his tenure as CEO”.

Jim Johnson, GAPP Chairman of the Board, continued: “Under Craig’s steady hand, GAPP was transformed into the proactive, professional and well-respected organisation that it is today.

“It’s difficult to overstate how Craig transformed GAPP, professionalising the organisation and working to establish programmes that launched the industry forward, programmes that will long survive him and be his lasting legacy at GAPP.”

Morris became CEO in 2019, and during his tenure he expanded the organisation to include additional staff expertise, launched the Associate Member Program – now comprising more than thirty allied industry members – and oversaw the GAPP Partnership Program that funded collaborations with major seafood brands, retailers and restaurants to promote Wild Alaska Pollock.

He also secured prestigious grant funding from the U.S. Department of Commerce and U.S. Department of Agriculture to support GAPP’s promotional and market-expansion work.

“Wild Alaska Pollock will always have a very special place in my heart and I will always be the fish’s biggest fan,” said Craig Morris, GAPP CEO. “This was a once-in-a-lifetime opportunity I couldn’t pass up, but leaving GAPP is certainly bittersweet.

“I want to thank the GAPP Board for teaching me so much, most importantly what true servant leadership looks like. You’ll never meet more passionate, dedicated and committed advocates than the industry leaders on the GAPP Board, and I’m grateful to them for the trust and faith they’ve shown me as CEO.”

In the coming weeks, the GAPP Board will work with Morris to ensure an orderly transition of his responsibilities, and will launch the search for the organisation’s new CEO.

“This organisation has led the industry in marketing, reputational defence, market development, and has been instrumental in building the brand of Wild Alaska Pollock,” said Johnson.

“We look forward to bringing on a new leader with fresh perspective while continuing the strong momentum GAPP has built on behalf of the Alaska Pollock industry.”