Mussels for Valentine’s Day?

In a bid to capitalize on the sales boost chocolate, wine and oysters will enjoy this weekend, Canada’s Mussel Industry Council is promoting its blue mussels as a Valentine’s Day treat.

According to the council, mussel sales in the Scottish market double around the 14 February holiday, and the council is trying to bring similar results to the North American market by promoting mussels as “the next food of love” and marketing the product as “delicious, healthy and affordable.”

“Mussels contribute to the atmosphere of any romantic dinner,” said Linda Duncan, the council’s new executive director, appointed to the role in January. “They can be served spicy Thai-style making cheeks flush and hearts race, or they can be eaten with your fingers adding some fun to your dinner.”

“So if you are looking for something to make your mate fall in love with you all over again this Valentines Day, just flex your mussels,” said the council.

Based in Charlottetown, Prince Edward Island, the council was formed early last year and consists of 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.

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