Gorton's campaign to boost its fish stick consumption has soared this year, in part because of a revamp of the company's marketing strategy, but largely thanks to COVID-19 boosting frozen pollock seafood sales globally.

The company saw a 12 percent sales gain from the previous year for its breaded and battered Alaska pollock product, Gorton's Director of Brand Development Gavin Kennedy told participants during an online webinar last week hosted by the Genuine Association of Genuine Alaska Pollock Producers (GAPP).