Campaign promoting Canadian seafood expanding through Sobeys, Safeway partnerships

The Choose Canadian Seafood logo on a package of mussels.

A campaign organized by the Canadian Aquaculture Industry Alliance (CAIA) and the Fisheries Council of Canada (FCC) to promote Canadian seafood is expanding via a partnership with Sobeys and Safeway.

The campaign, “Choose Canadian Seafood,” is designed to steer Canadian consumers toward locally produced seafood products, the campaign said in a press release. The campaign announced a new partnership to place “Choose Canadian Seafood” labels in over 300 Sobeys and Safeway locations across Canada, with customers at metro locations across Ontario offering complimentary recipe booklets. 

"The campaign's website has undergone a significant transformation. It now includes a comprehensive seafood guide, highlighting the nutritional benefits and industry sustainability of Canadian seafood," CAIA President and CEO Timothy Kennedy said. "Our monthly newsletter will also keep our consumers informed and engaged, providing continuous updates on the world of Canadian seafood."

The campaign is funded through the Canadian Fish and Seafood Opportunities Fund (CFSOF), which initially launched in 2018 as a cost-sharing federal, provincial, and territorial program aimed at aiding Canada’s seafood sector. Funding from the CAD 42.85 million (USD 31.2 million, EUR 28.7 million) program has in the past been used to help the seafood sector recover from the impacts of the Covid-19 pandemic.

FCC President Paul Lansbergen said he hopes the expanded campaign builds on the growing demand in the country for seafood. 

"A recent study from Dalhousie University showed an overwhelming 86.7 percent of Canadians regularly make fish and seafood staples in their diets, mainly driven by nutritional considerations," Lansbergen said. "With 64 percent citing health as their primary motivator, the results underscore the relevance of the 'Choose Canadian Seafood' initiative. It's clear we're on the right track, particularly with the millennial cohort, who place a premium on the twin pillars of health and environmental sustainability in their consumption choices."

The campaign organizers said the expanded partnership will help drive consumers toward Canadian seafood by highlighting its health, sustainability, and convenience as the holidays approach. 

“With the festive season approaching, there is no better time to discover, select, and celebrate the true taste of Canada with our enhanced in-store presence and digital resources,” the campaign said.  

Photo courtesy of Choose Canadian Seafood


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