The Association of Genuine Alaska Pollock Producers (GAPP) said Wednesday it is partnering with the Gorton’s seafood brand and celebrity chef and TV star Antoni Porowski to create new Alaska pollock recipes targeting millennials.

The project is funded by GAPP and is part of the group's second round of its North American Partnership Program, which is designed to promote Alaska pollock.

“Antoni’s exuberance and mad chef skills will no doubt do just that—building buzz and creating a whole new energy and presence for this delicious and nutritious fish,” said Craig Morris, CEO of GAPP.