The Association of Genuine Alaska Pollock Producers (GAPP) is expanding its Partnership Program to Europe and will begin soliciting proposals to build awareness and demand for Alaska pollock in the European market.

In April, the GAPP approved $1 million (€905,000) in funding for the second round of its North American Partnership Program and is currently reviewing applications for the third round of funding. Identical to the North American Partnership Program, each partner submitting proposals in Europe must bring equal or greater funds to the table.

“This Partnership Program, which was the vision of the GAPP board of directors, is arguably the most important and effective initiative that GAPP has undertaken to date,” said Craig Morris, CEO of GAPP, while addressing the audience at the 2019 Groundfish Forum in Berlin.

GAPP said it welcomes proposals from any organization, in any country, that wants to re-introduce Alaska pollock to the European market by bringing this fish into new channels, new formats, and with new influencers and/or recipes. All product formats will be considered—fillets, surimi, roe, fishmeal or oil.

“We are looking for companies with a passion for Wild Alaska Pollock who need resources to put our amazing protein into new formats and new channels, in front of our customers,” said Morris.

Companies interested in the program should submit their funding request for consideration by March 15, 2020.