December 28, 2018
Craig Morris named new CEO of Genuine Alaska Pollock Producers Association
The Association of Genuine Alaska Pollock Producers (GAPP) has named Dr. Craig Morris as its new chief executive officer (CEO) after a months-long executive search.
Morris' appointment takes effect on Jan. 14. He has 23 years of experience in animal protein, and he most recently served as the vice president of international marketing for the US National Pork Board (NPB).
At NPB, Morris oversaw NPB's largest-ever international marketing budget and worked with pork producer leaders to deploy those resources by identifying emerging export markets both to help manage the US pork industry's risk and diversify its export opportunities.
Morris initiated a food foresight research project that will begin in 2019. He built new relationships with buyers and influencers for US pork abroad, travelling to the industry's most critical export market destinations.
He also elevated NPB's international marketing communications to demonstrate return on investment to pork producers nationwide.
Morris has a PhD degree from Texas A&M University where he held the Regents Graduate Fellowship in Animal and Meat Science. He also graduated from Iowa State University with a Bachelor of Science degree (with distinction) in animal science.
Passion for protein
"On behalf of the entire GAPP board of directors, we are thrilled to welcome Craig to the helm," said Mikel Durham, chair of GAPP. "Craig's passion for protein, his creativity and his experience understanding the marketing of protein products in the US and abroad were the perfect match for our goal of raising the profile of wild Alaska pollock".
The board also thanked GAPP Programme Director Pat Shanahan for her "longstanding contributions".
"[W]e look forward to her continued advice to GAPP and the industry", Durham said.
On his end, Morris said he was excited to join GAPP "at such a pivotal time for the organization and the industry".
"Pollock has a great story to tell - one of brave American fishermen, model sustainability practices, nutritional credentials and adventures on the Bering Sea", he said.
In September, GAPP announced a reorganisation that included the commitment to a CEO-level board of directors able to make swift decisions.