The Fisheries Council of Canada, the trade group representing Canada’s commercial seafood sector, announced the launch of a new branding and marketing strategy at the 2018 China Fisheries and Seafood Expo in Qingdao, China on 8 November.
The brand, Canadian Seafood, is designed to leverage national branding similar to campaigns run by other agri-food groups, such as the Canadian beef, dairy, and pork industries, according to FCC President Paul Lansbergen.
“Now is the time to brand under Canadian Seafood, because international competition is fierce and we’ve seen Canada’s global market share slip from first place to eighth place in recent years,” Lansbergen said. “Eighty-thousand Canadians depend on the seafood sector for employment and many of those jobs are in remote coastal areas where the fisheries are the lifeblood of the community. Global population growth, increased consumption of seafood, and the government’s efforts to secure market access through trade agreements all signal significant opportunity for the sector. This is why we are taking the next step to strategically showcase Canada’s sector to the international community.”
The strategy will showcase the diversity of Canada’s seafood sector, with its “3 oceans, 2 million lakes, 1 place” tagline.
“Canada is a special place. We’re the only country that can boast commercial fisheries operations on three oceans and a large inland freshwater fishery, so we made that the centerpiece of the strategy,” Lansbergen said. “What that translates to is a diverse mix of seafood products that we can offer our customers. Canadian seafood really has something for everyone and we look forward to advancing the next chapter of Canada’s vibrant seafood industry.”
Of all the sectors that collectively make up the Canadian food manufacturing industry, seafood is the most reliant on exports, with almost 80 percent of production destined for foreign markets, accounting for CAD 7 billion (USD 5.3 billion, EUR 4.7 billion) in exports in 2017, Lansbergen said. Differentiating Canadian seafood from other international competitors is a key part of the new strategy, and offers the industry a way to highlight Canada’s achievements, he added.
“Through ‘Canadian Seafood,’ we’re starting a conversation with international customers and other audiences about Canada’s best-in-class food safety regime, world-leading sustainable harvesting and international certification, reliable exporters, and of course our excellent product,” Lansbergen said.
