Atlantic Canada Opportunities Agency Minister Keith Ashfield on Wednesday announced a new consumer marketing program to promote mussels from Eastern Canada throughout North America.
The more than CAD 900,000 (USD 746,473, EUR 565,692) combined federal and provincial investment will increase awareness and consumption of mussels, and potentially increase product value. The program will be promoted through a Web site expected to launch by June.
"The government of Canada understands the important role aquaculture plays in the economy of Atlantic Canada," said Ashfield. "Our investment will help support the growth and sustainability of this vital industry."
A newly formed Mussel Industry Council (MIC), consisting of industry and a non-governmental organization representative from the Atlantic Maritimes and Quebec, will oversee the initiative. The program will be funded through a CAD 2.5 cent per pound levy applied to all mussel sales by MIC members.
"We have a great product and we believe there is a wonderful opportunity to raise consumer awareness and demand in North America," said Brian Fortune, president of MIC and president of Atlantic Aqua Farms in Orwell Cove, PEI. "Members of the industry are working together because we know, from similar partnership marketing programs around the world, that this kind of campaign boosts sales."
The ACOA has invested CAD 800,000 (USD 663,540, EUR 503,172) in the PEI Aquaculture Alliance for the new campaign. The provincial governments of Prince Edward Island, Nova Scotia, Newfoundland and Labrador, New Brunswick and Quebec will collectively contribute CAD 137,000 (USD 113,631, EUR 86,139) to the project.
April 15, 2009
