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Lobster Council of Canada implementing long-term value marketing strategy

Lights are reflected into the water from lobster boats loaded with traps and gear for the start of the lobster fishery. TINA COMEAU PHOTO
Lights are reflected into the water from lobster boats loaded with traps and gear for the start of a past lobster fishery. TINA COMEAU PHOTO
HALIFAX, N.S. —

A three-year marketing and promotion strategy for Canadian lobster is being implemented by the Lobster Council of Canada (LCC). 
The Long-term Value Strategy for Canadian Lobster project has three principal activities; marketing and promotion, market intelligence and market access activities, says Geoff Irvine, executive director of the LCC.
Under Marketing and Promotion of Canadian Lobster, Irvine says, “We will critically review the marketing strategy that was developed in 2015 and update for the market realities of 2019 and the future. What has changed in retail, foodservice and e-commerce?  How should we be preparing for the trends of today including appealing to the ‘conscious carnivore’ and the challenge of ‘ethical protein.’”  
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“We will then implement a comprehensive generic marketing and promotion strategy in the domestic market, the United States and take advantage of positive trade agreements such as CETA and CPTPP in Europe and Asia,” says Irvine. “A key feature will be implementing tactics to find new markets that will pay higher prices for our premium, high quality, sustainable Canadian lobster products.”
He says the plan includes a mix of consumer and trade marketing tactics.
The LCC will also be developing market intelligence and research capability, with Irvine saying the intent is to “provide regular, transparent and official market information for all participants in the Canadian lobster value chain.” 
“The final details remain to be determined, however, we would envision this including market prices and trends for key lobster products (whole cooked lobster, lobster meat, live lobster, lobster tails), seafood (crab, lobster and shrimp) and other competitive proteins (beef, pork), currency and exchange rates, landings and export volumes and value.”
The third component of the strategy is to engage a resource for pro-active action on known market access issues and a rapid reaction asset for unknown, upcoming issues, says Irvine. 
The North Atlantic Right Whale, the Seafood Import Monitoring Program, the Marine Mammal Protection Act, Invasive Species in Sweden and EU, and Lobster Husbandry in EU and North America are among the known issues that can impact the marketplace for Canadian lobsters, he says.
The LCC received funding for the strategy from the Canadian Fish and Seafood Opportunities Fund (CFSOF). 


Everything happens in threes:


A three-year marketing and promotion strategy by the Lobster Council of Canada has three principal activities:
1. Marketing and promotion
2. Market intelligence
3. Market access activities

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