The Canadian Mussel Industry Council on Tuesday announced that it launched two promotional videos at the Vancouver Olympics.
The council will also provide blue mussels three times a day to the dining facility at Atlantic Canada House on Granville Island in British Columbia, where it will debut the videos.
The videos, which demonstrate how to buy, store and prepare mussels, will run on big screen TVs for two weeks at the Atlantic Canada House. Mussels prepared by Atlantic Canadian chefs and student chefs will also be available for visitors to sample.
“Research shows that the biggest barrier to consumers when it comes to buying mussels is their knowledge of how to purchase, store and prepare them,” said Linda Duncan, the council’s executive director. “Fresh blue cultured mussels are healthy, tasty and an easy food to prepare. At Atlantic Canada House, visitors will be able to see and taste this first-hand.”
The promotion follows the council’s recent efforts to boost mussel sales during Valentine’s Day.
Based in Charlottetown, Prince Edward Island, the council was formed early last year and comprises mussel growers and processors from Atlantic Canada and Quebec, as well as various industry associations. Its primary goal is to oversee a marketing program designed to increase demand for mussels across North America.
