'If you promote yourself as everything, consumers don't remember anything,' says pollock marketer

Alaska pollock is marketed to consumers with many benefits: it's a good source of omega 3s, it comes from one of the most sustainably managed fisheries in the world with one of the lowest carbon footprints for a protein, it's affordable and it's versatile.

"The only problem is if you promote yourself as everything, consumers don't remember anything," said Craig Morris, CEO of the Association of Genuine Alaska Pollock Producers (GAPP). "We've got to, through focus groups and through hardcore consumer research, find out what sets our fish apart."