What do Americans think about wild Alaska pollock? They are certainly thinking better of it and more often about it.

And much of that improvement in public perception can be attributed the Association of Genuine Alaska Pollock Producers (GAPP) and its CEO, Craig Morris.

"As our four years of year-over-year nationwide consumer research here in the US has shown, we’ve been very successful here in our own backyard building that brand of a wild-caught fish from Alaska that offers an amazing nutrition, taste and sustainability proposition," he told IntraFish.