Funding supports mussel marketing campaign

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Mussels grown and harvested in Newfoundland and Labrador. — File photo

The provincial mussel industry will engage in a new promotional campaign aimed at increasing sales in Canada, the U.S. and China with support from the provincial government’s Fisheries Technology and New Opportunities Program, it was announced today.

Derrick Dalley, Minister of Fisheries and Aquaculture, announced $86,000 in funding to be used to co-ordinate marketing activity across the industry, expand participation at international tradeshows, and promote the quality and sustainability certifications that producers and processors have recently earned.

“Consumers in markets throughout the world are demanding high quality seafood produced in an eco-friendly manner, and so there is potential for our mussels to attract greater international attention with a strong campaign,” Dalley said in a news release.

The marketing initiative is being organized through the Newfoundland Aquaculture Industry Association.

A promotional co-ordinator will be hired to manage all aspects of the campaign for the industry. A design firm will create promotional materials, and online promotional elements including a website and presence in social media will be developed. In addition, the association and its producers will conduct mussel tastings, chef demonstrations, and other promotional activities at international seafood trade shows.

“Our mussels are organic, produced in a sustainable, environmentally sound manner, and are fully traceable,” said Cyr Couturier, executive director of the Newfoundland Aquaculture Industry Association.

“They are of the best quality anywhere, and we intend to capitalize on that with this campaign.”

The provincial government has invested almost $1 million in the mussel industry since 2006 which has helped the industry achieve its highest mussel production in 2012, and assisted the certification of Newfoundland Mussels to the Canadian Organic Aquaculture Standard — the first mussels in North America to meet this standard.

Organizations: Newfoundland Aquaculture Industry Association.A, Canadian Organic Aquaculture Standard

Geographic location: Canada, U.S., China Newfoundland North America

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  • Casey
    June 11, 2013 - 13:21

    I have never seen mussels from NL in Canadian store, usually they are from New Zealand. That needs to change.