Canadian lobster. (Photo: Lobster Council of Canada)
CANADAMonday, February 09, 2015, 03:20 (GMT + 9)
The Lobster Council of Canada (LCC) has put forward a repositioning plan for Canadian lobster with funds coming from a levy on the crustacean.
The generic marketing and promotion strategy is aimed at building value and growth in the sector, which is worth USD1.7 billion annually and employs approximately 15,000 people in the regions’ coastal communities.
The tax would be levied on harvesters and the shore-side sector.
The plan focuses on the attributes of the Canadian lobster brand with the message “The best lobster in the world comes from Canada,” The Coast Guard informed.
Geoff Irvine, Executive Director of the LCC explained, “Export data shows that sales to China have grown over 400 per cent in the past five years. Export markets value Canada’s rigorous food safety standards, our leading work on traceability and sustainability, and Canadian’s image as trustworthy people. The fact that Canadian lobster is wild caught, healthy, versatile, is delicious and is associated with celebration is additional equity for the Canada brand.”
The generic marketing strategy had been recommended by the Maritime Lobster Panel Report.
Prince Edward Island Fishermen's Association (PEIFA) president, Craig Avery, showed its satisfaction with the initiative.
“The P.E.I. lobster is a Canadian lobster. They go hand-in-hand,” he said.
On his part, Bernie Berry, President of the newly formed Coldwater Lobster Association from the LFA (the Lobster Fishing Areas) 34 noted, “Participating in the levy process is very important and I encourage all fishermen and buyers to do so. We need to market Canadian lobster – not just sell lobster if we want to evolve.”
Now each of the Atlantic Provinces is evaluating the sector support for the measure with the focus on methods for collection inclusive and mandatory.