Lobster Council of Canada introduces Plan to Market Canadian Lobster

The Lobster Council of Canada continues to build momentum for Canadian lobster by creating a Generic Marketing Strategy

The Lobster Council of Canada (LCC) has developed a generic marketing and promotion strategy to help build value and growth in the sector which is worth $1.7 billion annually and employs approximately 15,000 people in the regions’ coastal communities.

The plan outlines a strategy with tactics that focuses on the attributes of the Canadian lobster brand with the message “The best lobster in the world comes from Canada.” According to Geoff Irvine, Executive Director of the LCC, marketing lobster under the Canadian brand is important because lobster sales for live and processed products are growing dramatically in many export markets where the Canadian name and maple leaf symbol are synonymous with high quality and seafood caught in clean pristine waters. “Export data shows that sales to China have grown over 400% 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.”

According to LCC President Jeff Malloy, CEO of the Acadian Fisherman’s Co-operative, development of the generic marketing strategy for Canadian lobster was a recommendation of the highly regarded Maritime Lobster Panel Report. “Both the Maritime Lobster Panel and Independent Review of the PEI lobster Fishery – stressed the importance of generic marketing to help stabilize prices within the industry and to grow demand for lobster. While the industry faces great challenges, this is also a time of exciting opportunity that will shape the sector for generations to come.”

Implementation of the plan is dependent on funding from the lobster sector in the form of a levy from harvesters and the shore-side sector that can then be leveraged with federal government programs. Each of the Atlantic Provinces are at different phases in evaluating sector support for a levy with the main focus on methods for collection that would be inclusive and mandatory.

The impact of an investment in generic marketing is huge says Geoff Irvine, “As other food industries have shown – the return on investment (ROI) from investment in generic marketing is dramatic. For example the beef industry has shown that for every dollar invested in generic marketing the return on investment is nine fold. For the lobster industry, establishing a levy that promotes marketing and promotion of Canadian lobster also means that the sector can leverage funding from the Federal government through the Agri-Marketing Program (AMP) to potentially double the amount available to promote lobster. For example, based on 30,000 lbs (x .01 cents) from harvesters and the shore-side sector an investment of $300 each can become $1,200 dollars.

Harvester Bernie Berry, President of the newly formed Coldwater Lobster Association from LFA 34, supports the levy and marketing strategy. “The fishery and the world around us are constantly evolving and it is extremely important that fishermen be both, aware of the changes and be in a position to influence changes that are impacting the industry. 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.”

(English) Lobster Council of Canada Launches New Canadian Lobster Brand

The Canadian Lobster Industry has a new brand to help it compete more effectively in global markets. The new brand, which consists of a set of core values, vision, mission, brand promise and a logo that brings it all together, is designed to help the Canadian Lobster Industry tell their story on the global stage, not just against lobster from other countries but also against other premium proteins.

Jeff Malloy, CEO of the Acadian Fishermen’s Co-operative on Prince Edward Island and President of the Lobster Council of Canada, says the bold new brand comes at an exciting time in the Canadian Lobster Sector. “Canada is the world leader in lobster harvesting, live shipping and processing but due to our size and fragmented structure we have not told a consistent story to the world. The strong new brand is going to help position Canadian lobster (worth approximately $1.7 billion to the Canadian economy) for future growth and long term sustainability for our coastal communities.”

The brand comes at the right time says Geoff Irvine, Executive Director of the Lobster Council of Canada. “So much is happening in the sector now with increased cooperation and collaboration amongst key stakeholders as well as enhanced market opportunities opening up with the both the Comprehensive Economic and Trade Agreement with Europe (CETA) and the Canada – Korea Free Trade Agreement. This new brand is going to help the industry internally to come together and celebrate the values which unite us, and to position lobster more effectively in the increasingly competitive global food industry.”

Extensive research with international customers and the internal industry helped identify the core values and strengths that the product embodies. All in all, 12 core values which range from Canada’s rigorous food safety guidelines to Canada’s cold, pristine natural environment which helps produce the tasty crustacean are emphasized in the new brand. Irvine said, “Our research revealed that globally Canadians are viewed as being genuine and this integrity is also associated with our lobster which is harvested by traditional methods in the wild environment of the North Atlantic by a community that is united by pride and passion for the product.”

The brand definition was well received by key industry stakeholders at the internal launch in late March at the Lobster Summit in Halifax. Further feedback was solicited from Trade Commissioners from key lobster markets and hundreds of key seafood buyers at the Seafood Expo North America in Boston. In early May the brand will be launched in Europe at Seafood Expo Global in Brussels.

Closer to home the logo is making an impact. Chris Harris, a lobster harvester from Cape Breton, noted, “As the first link in the lobster value chain we are excited about the new brand and take the promise (To consistently and sustainably deliver the highest quality and most flavourful live and processed lobster to consumers who value the best) to heart every day we are at sea. I plan to put the logo on the side of my boat as soon as I can. I like the logo and more importantly I think that the brand which stresses the importance of quality is one that everyone in the industry can get behind, as we look towards building a stronger industry and future for the next generation.”

Established in 2009, the Lobster Council of Canada brings together Canadian lobster industry stakeholders, including harvesters, live shippers, processors, First Nations peoples, and provincial and federal governments, to work on projects of mutual benefit. Areas of focus currently include lobster quality and traceability, a national lobster branding and promotion strategy, market access challenges and opportunities and industry communication. With government support and members from across Atlantic Canada and Quebec, the Lobster Council of Canada is recognized as the voice of the Canadian lobster industry.

(English) Lobster Council partners with Revolve Branding to build national lobster brand identity

Désolé, cet article est seulement disponible en English.

(English) Lobster sector launches process to identify quality grading standards for Canadian lobster

Désolé, cet article est seulement disponible en English.

Le Conseil canadien du homard publie un rapport initial sur la traçabilité du homard

Halifax, 1er novembre 2011 – le Conseil canadien du homard vient de publier un rapport sur l’état de préparation de l’industrie du homard relativement à la traçabilité complète. Préparée par Cube Automation, cette analyse des écarts compare les activités courantes de l’industrie par rapport aux normes internationales de traçabilité.

Ce projet réjouit Léonard LeBlanc, président par intérim du Conseil : « Cette analyse d’écart est la première étape d’un projet pilote de traçabilité du homard qui réunit des participants de l’industrie dans trois provinces. Le but est de tester la mise en œuvre de la traçabilité dans l’industrie du homard, du bateau à l’assiette, avec des situations et des défis de la vraie vie. Nous souhaitons que ces tests permettent d’élargir les connaissances et d’améliorer la compréhension de l’industrie par rapport au fonctionnement de la traçabilité complète. L’autre aspect positif est que les leçons apprises dans ce projet seront partagées avec les secteurs intéressés de l’industrie du poisson et des fruits de mer. »

L’une des constatations des consultants est que les entreprises qui achètent du homard, comme les chaines de restauration et les grands grossistes en alimentation, exigent de leurs fournisseurs de plus en plus d’information détaillée et immédiate par rapport à l’origine et à la transformation des produits qu’ils achètent. « Nous savons que la sécurité alimentaire est de plus en plus importante pour toutes les parties impliquées dans la production d’aliments. Dans ce contexte, tous les participants veulent pouvoir réduire le temps et le coût reliés à un rappel alimentaire, si jamais cela devait arriver. Nous faisons partie d’une industrie exportatrice, et nous devons être prêts à répondre aux exigences de nos clients » de dire M. LeBlanc.

Parmi les participants à ce projet pilote, on compte des représentants de deux organisations de pêcheurs, six entreprises de transformation et d’expédition de homard vivant, ainsi que deux courtiers du Nouveau-Brunswick, de l’Île-du-Prince-Édouard et de la Nouvelle-Écosse. La prochaine étape du projet consiste à mettre en place des logiciels et des mécanismes afin que les participants puissent rendre possible la traçabilité durant la saison de pêche du homard, probablement au printemps prochain.

À titre de promoteur du projet, le Conseil canadien du homard est appuyé par des représentants du ministère de l’Agriculture, de l’Aquaculture et des Pêches du Nouveau-Brunswick qui gère les activités du projet. Le projet fut entrepris par le Groupe de travail sur la traçabilité du Conseil canadien des ministres des Pêches et de l’Aquaculture. Le financement est assuré par l’Agence de promotion économique du Canada atlantique, ainsi que par les ministères des Pêches des cinq provinces de l’Est canadien, soit le Nouveau-Brunswick, l’Île-du-Prince-Édouard, la Nouvelle-Écosse, Terre-Neuve-et-Labrador, et le Québec.


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Pour plus d’information :
Geoff Irvine, directeur général
Conseil canadien du homard

Joanne Losier, chargée de projets
Ministère de l’Agriculture, de l’Aquaculture et des Pêches du Nouveau-Brunswick

Les intervenants de l’industrie du homard de l’est du Canada se rassemblent…

Les intervenants de l’industrie du homard de l’est du Canada se rassemblent pour former le Conseil du homard du Canada
Le 15 octobre 2009

Le Conseil canadien du homard ouvre son premier bureau

Le Conseil canadien du homard ouvre son premier bureau, embauche un directeur exécutif et tient sa première réunion générale annuelle
Le 25 janvier 2010