Translation of Nova Scotia Seafood would help exports to Europe, says COO

Published on March 7, 2017

Fishing boats docked at the Digby Wharf, where O’Neil Fisheries Ltd. is located.

©Tina Comeau

DIGBY, NS - The chief operating officer of a Nova Scotia fishing company says he wants to see the province’s new international seafood brand translated into more languages to reflect growing international markets.

Alain d’Entremont of O’Neil Fisheries Ltd. says the province’s new Nova Scotia Seafood brand is a great first step to creating better recognition for Nova Scotia exports, but that translating the brand’s various package items including its logo, images, signs, videos and brand website would help create even more recognition.

“Translating these items into languages like French and German would help us in our push to expand within European markets,” he says, referencing the recent push for Europe after the ratification of the Canada-European Union Comprehensive Economic and Trade Agreement (CETA).

The province announced the new brand, Nova Scotia Seafood, on Mar. 2. Minister of Fisheries and Aquaculture Keith Colwell said the brand will “give the province and industry tools to deliver that message in key markets.”

The brand is currently available only in English and Mandarin.

d’Entremont says this new brand is still a positive first step to creating better recognition for different species of seafood alongside lobster, which has long been a popular export from the province.

“It’s something we should be encouraging the province to do, in terms of doing things that apply across the industry, rather than one single species,” he says.

Geoff Irvine is the executive director of the Lobster Council of Canada, also sees the brand as a positive. The council, based in Halifax, has promoted all exported lobster as Canadian Lobster for years, and has often used promotional materials in English and Mandarin in the Chinese marketplace, where lobster has long been a popular export.

He says it’s up to individual companies to “decide which language and what tools they’ll use when promoting their exports.”