The Wild Alaska Sole Association announced it has elected Frank O'Hara III as president of the marketing trade association.

O'Hara is executive vice president of O'Hara Corporation, a fishing company that harvests flatfish and other groundfish species in Alaska's Bering Sea. He succeeds Jim Johnson of North Star Fishing Company, who served as WASA president since the organization's founding in 2023.

Founded in 2023, WASA aims to increase awareness and value of Wild Alaska Sole in domestic and international markets through consumer research, brand building, and establishing key market relationships. WASA represents the largest flatfish fishery in the world and the second-largest federally managed fishery in Alaska.

"I'm looking forward to working with WASA and growing markets for our Wild Alaska Sole," O'Hara said. "We've learned a lot over the last couple of years and now it's time to get to work getting our message to consumers, supporting our customers, and selling more fish."

"The early promotions gave us confidence that the story is resonating, and they showed us what's possible when we show up consistently in front of buyers and consumers," O'Hara added. "Our partners can rest assured that our messaging, which highlights Wild Alaska Sole's natural deliciousness, world-class sustainability credentials, and superior health benefits, is well tested to drive interest and purchase."

WASA members include Fishermen's Finest, North Star Fishing, Ocean Peace, O'Hara Corporation, and U.S. Seafoods, with Glacier Fish Company as an associate member.

In addition to O'Hara, Pat Tracey of Ocean Peace was elected treasurer and Cecilia Hajdorovic was elected secretary. Pat Shanahan serves as the association's executive director.