Sam Murphy serves as Vice President of the Genuine Alaska Pollock Producers (GAPP) and Director of Communications for the Alaska Pollock Fishery Alliance (APFA), where he helps tell the story of one of the world’s most responsibly and sustainably managed fisheries. His work focuses on elevating the voices of fishermen, crews, and coastal communities – connecting what happens on the water to Alaskans. He brings a decade of experience in strategic communications and storytelling, including work with Alaska Airlines, AAA, the Rose Bowl, and the Los Angeles Chargers. Originally from South Florida, Sam grew up fishing with his dad on the Atlantic, sparking a lifelong appreciation for the people and communities tied to the water. Today, he focuses on building trust, shaping narrative, and strengthening demand for Alaska pollock.