If you think Alaska pollock is only good for fish fingers and surimi seafood, Joe Bundrant, CEO of Trident Seafoods, has some news for you.

Speaking at Wednesday’s IntraFish Leadership Luncheon in Brussels, Bundrant built the case for a whole new chapter of innovation and marketing in the Alaska pollock industry.

Stubbornly low prices are fueling Trident and other Alaska pollock producers’ innovation drive, he said, adding while the market might be challenged price-wise, the current conditions also present opportunities.

Momentum