The Association of Genuine Alaska Pollock Producers (GAPP) announced Wednesday it has hired communications consulting firm Ketchum to serve as its marketing agency, helping the organization craft a global brand branding narrative for wild Alaska pollock.

Ketchum will work to analyze existing research on the promotion and marketing of pollock, and then work to augment consumer perception insights, GAPP said.

The goal of creating messaging tool kits is so that members and others throughout the industry can use a consistent narrative to promote wild Alaska pollock, according to the association's strategic plan.