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Canada Supports Atlantic Lobster Industry

02 March 2009

NEW BRUNSWICK, CANADA – The Atlantic Canadian lobster industry will get a marketing boost of close to half a million dollars in joint funding as announced today by Federal Agriculture and Agri-Food Minister Gerry Ritz and Maritime fisheries ministers Neil LeClair (Prince Edward Island), Rick Doucet (New Brunswick), and Ron Chisholm (Nova Scotia).

"Our Government is aware that the lobster industry has been hit hard by the economic downturn but that doesn’t change the fact that Atlantic lobster is high quality, healthy food with high consumer appeal," said Federal Fisheries and Oceans Minister Gail Shea who recently participated in a Lobster Roundtable to discuss industry concerns and spoke about the funding in Moncton, New Brunswick, today. "I’m pleased to see both levels of government working together with industry on a range of marketing activities targeted at increasing the profile of Atlantic Canadian lobster."

Agriculture and Agri-Food Canada’s Canadian Agriculture and Food International program is providing $328,750 to the Fisheries Council of Canada to kick-start the struggling industry with a global promotional effort. Activities will include advertising, media campaigns, retail promotions, chef events, market research and consumer promotion. The focus will be on promoting Canadian lobster as a unique delicacy.

The Governments of Nova Scotia, New Brunswick and Prince Edward Island will jointly contribute an additional $126,250 to the project.

"The lobster industry has come forward with a strong marketing plan not only to respond to the current market downturn but also to set the stage for future growth," said Neil LeClair, Prince Edward Island Minister of Fisheries, Aquaculture and Rural Development. "We are going to work with top chefs, marketers and communicators to remind the world why Atlantic Canada has earned an international reputation for its lobster."

While the project will work on maintaining the United States as the Canadian lobster industry’s largest market, it will also include market development programs for emerging markets, particularly in Europe and Asia.

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