While the biggest buzz around the Alaska pollock fishery lately has been the pending Marine Stewardship Council (MSC) report on sustainability, pollock producers are realizing that MSC certification alone won’t be enough to set them apart on the whitefish market.

“Regardless of MSC, we’re progressing quickly on a marketing campaign to differentiate ourselves,” said Mike Coleman, general manager of Highland Light, one of the catcher-processor companies that participates in the pollock fishery.

The ‘Genuine Alaska Pollock’ campaign, still in its early stages of development, will be comprised of several major pollock producers, including catcher-processor companies, shore-based interests and even some long-liners and H&G trawlers.

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