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multicultural marketing research

Jorge Martínez-Bonilla, Senior Vice President

Genuine Alaska Pollack Producers

Consumers long thought to have been put off by terminology used by surimi seafood products in the U.S. market may be able to put those fears to rest after research indicated that consumers are not put off by ‘imitation’ labels and see information about surimi seafood’s origin—Wild Alaska Pollock—as a huge bonus, the Association of Genuine Alaska Pollock Producers (GAPP) announced.  Learn how this organization leveraged C+R's multicultural division CultureBeat, who conducted a qualitative study with a diverse group of U.S. consumers to explore their perceptions of surimi as part of an on-going effort by GAPP to better understand the global demand for surimi seafood and help members better market their products.

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