The three Maritime Provinces, Atlantic Superstore and Moosehead Breweries Ltd. have teamed up again to support the lobster industry.
For the second year in a row, consumers who purchase a specially marked 12-pack of Moosehead's Clancy's Amber Ale will receive a coupon for $5 off a minimum purchase of $20 of live or cooked lobster from Atlantic Superstores with seafood displays in New Brunswick, Nova Scotia and Prince Edward Island.
“This joint initiative was a tremendous success last year and helped create a higher profile for our region’s lobster,” said New Brunswick Fisheries Minister Rick Doucet, speaking on behalf of Prince Edward Island Fisheries, Aquaculture and Rural Development Minister Neil LeClair and Nova Scotia Fisheries and Aquaculture Minister Sterling Belliveau. “Atlantic Canadian lobster is quite simply the best in the world. Our efforts to assist the industry to harvest and process sustainable lobster and move it from ocean to plate starts here at home in our domestic retail markets. This partnership is an important initiative to support this effort.”
Lobster harvested from the icy waters of the North Atlantic is recognized worldwide as the best in the marketplace. With modern technology and sustainable management practices, the Maritime Provinces provide top-quality lobster known and appreciated around the world.
“This promotion celebrates two of our Maritime traditions – world-class lobster and world-class beer,” said Andrew Oland, president of Moosehead Breweries. “At Moosehead we are committed to supporting our local industries and businesses. Tradition, pride, and homegrown values drive our business and attract our customers. These are principles that we share with the fisheries industry and our partners, making it a successful partnership.”
Phil McNeill, senior vice-president, Atlantic Market, Loblaw Companies Limited, says the coupons were a hit with customers last year.
"Atlantic Superstore has been selling fresh, high-quality Atlantic Canadian lobster for 24 years," said McNeill. “This joint initiative will help grow the market for this terrific product, helping to ensure the sustainability of the industry for years to come."
Coupons are available in all specially marked Clancy's cases sold in New Brunswick, Nova Scotia and Prince Edward Island. Coupons may be redeemed until August 31.
Moosehead, one of Canada’s most celebrated brewers, traces its roots to 1867 and today is the only Canadian-owned major brewery. The Saint John-based company is owned and managed by New Brunswick's Oland family, whose members represent the fifth and sixth generation to operate the business. Moosehead sells its beer throughout Canada, the United States and 15 other countries around the world.