For the Sou'Wester - By Andy Walker

The mussel industry in Atlantic Canada has joined forces to develop a regional marketing plan.Federal ACOA Minister Keith Ashfield was in Charlottetown recently to announce the $800,000 contribution to the program. Industry groups in the four provinces have formed a Mussel Industry Council to oversee the effort.

The program will be promoted to the public through a website, which is expected to be up and running by June. Ashfield said by increasing the awareness and consumption of mussels, the hope is demand will increase in the marketplace and increase product value.

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

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.

“It is most fitting that the announcement of the generic mussel promotion campaign is being held in Prince Edward Island since this province produces approximately 80 percent of the mussels landed in Canada,” said Fisheries and Aquaculture Minister Neil LeClair. “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.”

LeClair said industry and governments must continue to work together to ensure consumers know Atlantic Canadian mussels are a safe, high quality product and that they represent excellent value to consumers.

“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, the 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.”

In addition to the ACOA funds, the provincial governments of Prince Edward Island, Nova Scotia, Newfoundland and Labrador, New Brunswick and Quebec will collectively contribute $137,000 towards the project.