Prince Edward Island Fisheries, Aquaculture and Rural Development Minister Neil LeClair was in Toronto on Thursday as part of a month long campaign to promote Atlantic lobsters. The provincial department has teamed up with the other three Atlantic provinces, the federal government and the lobster fishing and processing industries to promote Atlantic Canadian lobster on the national stage. The promotional campaign featured events in Vancouver, Edmonton, Calgary and Toronto.
“This promotional campaign is aimed at raising awareness across the country of the health, value and nutritional benefits of lobster as well as its great taste and innovative uses,” said Minister LeClair. “The campaign is part of the department’s five-point plan to strengthen the lobster industry and develop new markets and products.”
The Government of Canada, through ACOA’s Innovative Communities Fund, is contributing $320,000 to the project.
“The Government of Canada continues to support projects that enhance our Atlantic communities and culture,” said the Honourable Keith Ashfield, Minister of State (Atlantic Canada Opportunities Agency). “Our government is pleased to have invested in a project that promotes our lobster industry, which is an important contributor to both the economies and social fabric of Atlantic Canada.”
The campaign featured promotional events in each of the four cities. At each event, key representatives of the food service industry were invited to learn more about Atlantic lobsters, sample products and meet with industry and government representatives. The events featured presentations by Chef Ray Bear, a nationally respected celebrity chef, who demonstrated the versatility and convenience of preparing and serving Atlantic lobsters. The events are complemented by a media blitz and increased consumer awareness through selected retailers.
Minister LeClair said that the promotional campaign is part of his department’s efforts to support the lobster fishery. “We have a distinctive, sustainable world-class product and we can promote it with pride,” he said. “Through this campaign, Canadians will come to better recognize lobster as one of the most versatile and delectable foods in the world.”