The Canadian mussel industry will benefit from a new marketing program announced in Charlttetown today to further promote mussels from Eastern Canada throughout North America.

A combined federal and provincial investment totaling over $900,000 was announced today by Keith Ashfield, Minister of State (Atlantic Canada Opportunities Agency), and the Neil LeClair, Prince Edward Island Minister of Fisheries, Aquaculture and Rural Development.

“The Government of Canada understands the important role aquaculture plays in the economy of Atlantic Canada,” said Ashfield. “Our investment will help support the growth and sustainability of this vital industry.”

The program will be promoted to the public through a website which is expected to be up and running by June 2009. By increasing the awareness and consumption of mussels, it is expected that this will enhance demand in the marketplace and increase product value.

A newly formed Mussel Industry Council (MIC) will be formed to oversee the initiative.

“It is most fitting that the announcement of the generic mussel promotion campaign is being held in Prince Edward Island. This province produces approximately 80 percent of the mussels landed in Canada and we have a real willingness to work with the other Atlantic Provinces, the federal government and the mussel industry to promote the consumption of this wonderful seafood product,” said LeClair. “We need to continue to tell our story that Atlantic Canadian mussels are good for you, that mussels are a safe, high quality product and that they represent excellent value to consumers.”

The new initiative will be sustained through a 2.5 cent per pound levy applied to all sales by the members of the MIC. The Council is made up of industry and non-government organizations from the four Atlantic Provinces and Quebec.

“We have a great product and we believe there is a wonderful opportunity to raise consumer awareness and demand in North America,” said Brian Fortune, president of the Mussel Industry Council. “Members of the industry are working together because we know, from similar partnership marketing programs around the world, that this kind of campaign boosts sales.”

The Atlantic Canada Opportunities Agency has invested $800,000 in the PEI Aquaculture Alliance through its Business Development Program for the new promotional campaign. The Provincial Governments of Prince Edward Island, Nova Scotia, Newfoundland and Labrador, New Brunswick and Quebec will collectively contribute $137,000 towards the project.