Fraser has a deep background in public and government communications, having been BC’s deputy minister responsible for Government Communications and Public Engagement until last year.
“I was drawn to this role by the opportunity to become an advocate for this important but misunderstood industry at a critical time,” he said.
“BC’s salmon farmers provide nearly threequarters of the salmon harvested in the province each year while supporting thousands of Canadian families in rural coastal communities with good jobs, many of them held by young, local First Nations people who are deeply connected to the environment they work in and the communities in which they grew up. In looking at this role, I was struck with just how deeply our province’s salmon farmers understand that wild salmon come first and that they play a critical role in protecting wild fish populations. They understand they must, and do, operate responsibly by using the most innovative green techniques and acting on independent science. They also understand how important it is that they are giving consumers a local and healthy alternative to eating wild salmon when making their meal choices.
“My first priority will to gain the public’s trust,” he added. “While the importance of salmon farming is well understood in the communities where our members operate that is not the case in urban centres and there is no question we have work to do on that front. I look forward to bringing forward the story of just how important and progressive this industry is.”
The association’s previous executive director, Jeremy Dunn, is now Director of Community Relations & Public Affairs at Marine Harvest Canada.