Alaska Pollock Roe
A new, versatile product and a new go-to-market plan
CHALLENGE
Alaska Pollock Roe is typically sold internationally for use in sushi dishes. But fish roe products and their flavor profiles are unfamiliar to many US consumers and manufacturers. Until now, the Genuine Alaska Pollock Producers Association (GAPP) had no domestic go-to-market strategy. When consumption began to decline overseas, GAPP came to CuliNEX to identify new sales channels and develop value-added products that the North American market would find delicious and exciting.
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Concept
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Specifications
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Formulation
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Ideation
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Food Product Development
SOLUTION
CuliNEX began the innovation process with an expert-led ideation session to generate new uses for Alaska Pollock Roe. Top ideas were further developed into concepts, renderings, and protocepts. This led to the development of a new way of using Clean Label ingredients to process the pollock roe raw material into a product that is safe, appealing, and flavorful. This new product can be used raw, cooked, or dried, in seasonings, salad dressings, and more. CuliNEX also identified a major new channel and category to drive volume of fish roe ingredients.
RESULT
GAPP now has a new slate of pollock roe products and formulations that include seasonings and foods that cater to the palates of US consumers. GAPP also has a solid strategy and the background knowledge to move forward with commercialization in new markets. CuliNEX created and served sample dishes using the new roe product at the GAPP Annual Meeting to high acclaim among industry professionals. Today, GAPP is in discussions with industry partners to execute their go-to-market plan and embark on their expansion goals.
