US-based Alaska pollock producers spent years hammering a message to buyers in the German frozen food market: American product is better than Russian product.

The primary reason behind the formation of Genuine Alaska Pollock Producers (GAPP) in 2003 was, in fact, to launch a marketing campaign differentiating Alaska pollock from its Russian counterpart.

But Craig Morris, the new CEO of GAPP, has upended the strategy of pointing out what the group viewed as a negative attribute of a competitor and instead is positioning American-caught Alaska pollock as one part of a larger positive story about seafood.