The BC Shellfish Grower's Association is receiving C$35,125 to develop promotional materials to be used at trade shows and for website development, including social-media tools and a mobile application.
The social-media tools will help bridge the gap between producer and consumer through interactive tools such as video, health and nutrition information, recipes, a mobile web app, and an 'oysterpedia' detailing the various oysters grown in B.C.
The Buy Local programme offers successful applicants matching funds up to C$100,000 to launch or expand local food marketing campaigns.
Building the local market for B.C. foods is a key commitment of government's Agrifoods Strategy, a component of the B.C. Jobs Plan, to lead the agrifoods sector growth into a C$14-billion-a-year industry by 2017.
The provincial government's Buy Local program is administered by the Investment Agriculture Foundation of B.C.
"B.C. shellfish are served at restaurants and homes around the world. Our shellfish aquaculture is a C$37 million industry that provides 1,000 full-time, year-round jobs in some of B.C.'s most rural, coastal and First Nation communities. They are another example of how our reputation for supplying safe, healthy food provides jobs and economic benefits to our coastal communities," said Minister of Agriculture Norm Letnick.
"Shellfish growers offer British Columbians great-tasting and sustainable meals fresh from the Pacific. I encourage consumers to get social with tools the association is creating and use them to explore and enjoy B.C. shellfish."
BC Shellfish Grower's Association executive director, Roberta Stevenson, also commented: "The contribution from the Buy Local program will give the shellfish farmers of British Columbia an opportunity to market their sustainably grown products locally to retailers, consumers and B.C. chefs."