Charlottetown, PE, April 15, 2009

Canadian mussel producers have launched a marketing program to boost sales of this affordable, tasty, and nutritious shellfish. “We know 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.

Mr. Fortune was commenting on a multi-year marketing and consumer awareness program that will focus on growing the market for farmed fresh mussels in North America. Messaging will concentrate on the nutritional value of the product, ease of preparation and environmental sustainability of the industry.

Elements of the $1-million-per-year marketing effort will include paid advertising, media coverage, partnerships and participation in industry events. A consumer-friendly website is also being developed.

The marketing program is the culmination of extensive research, and consultation between associations representing the shellfish industry, and members of the Council, which represents the vast majority of mussel producers in Eastern Canada. “We are working together because we know, from similar partnership marketing programs around the world, that this kind of campaign boosts sales,” said Ruth Salmon, Executive Director of the Canadian Aquaculture Industry Alliance.

The mussel industry is excited about this initiative that will benefit the whole value chain, from farm to end consumer.  This industry-led program will be sustained by a per pound levy applied to all sales by the members of the Council. The levy will take effect June 1, 2009 and the Council members believe it is a reasonable levy for an affordable shellfish product.  They are confident that this program will yield long term benefits for mussel aquaculture.

For further information, contact:

Catherine Hebb
Bristol Group
1-902-491-2540 (office)
1-902-222-5092 (cell)