Promotion of Atlantic Lobsters Gets a Boost

The Newfoundland and Labrador government has provided support for a national program to promote the Atlantic Canadian lobster product, according to Nova News Now.

The province has contributed $24,000 from its Seafood Market Development Program toward the national programme that was recently carried out in partnership with the other Atlantic Provinces, the fishing industry and Federal Government. The purpose of the program was to raise awareness on the versatility and nutritional benefits of lobsters. The promotion took place in key Canadian cities including Vancouver, Calgary, Edmonton and Toronto. The total cost of the national program was $440,000.

"While Atlantic Canadians are generally very well aware of the benefits of our superior lobster product, the purpose of this program was to create awareness in the rest of the country," said Tom Hedderson, Minister of Fisheries and Aquaculture.

"It has been a difficult year for this particular sector, as a result of the problems experienced in the North American restaurant sector. However, lobster is an excellent product with a wide range of possibilities for cooking at home."

The four-city lobster promotion event was successful in bringing a high level of media attention to the marketing opportunities for Atlantic lobster. Over 25 media outlets attended the four events, including food and lifestyle media, as well as various regional and national news programmes.

The programme promoted the taste of lobster as well as innovative uses for the product. The meat from hard-shell lobster is low in fat and carbohydrates, and an excellent source of protein. It has less saturated fat, calories and cholesterol than many other sources of protein.

As part of the promotion, Chef Ray Bear of Bear Restaurant in Halifax, Nova Scotia, developed the recipes, demonstrated their preparation and prepared the food for lobster luncheons, such as lobster salads, lobster sushi, lobster thermidor and lobster scalloped potatoes.

According to Nova News Now, the Newfoundland and Labrador lobster fishery is valued at $29.8 million annually, with a volume of 2,500 metric tonnes. The province has 30 per cent of the lobster licences in the Atlantic Canadian fishing industry. The provincial lobster fishery is a significant component of income for harvesters on the south and west coasts of the province.

The Atlantic Canadian lobster fishery exports products valued at $1 billion annually to 60 countries worldwide and employs approximately 25,000 people in both the harvesting and processing sectors, in rural communities throughout the Atlantic Provinces.

"We hope that Canadians will see the versatility of lobster in planning meals within their own homes," said Minister Hedderson.

"While it is clearly a favourite in Atlantic Canada, people who live in other parts of the country should realise that lobster is a food that can be prepared in a variety of ways that are not complicated or time consuming. It can be purchased in a number of different forms and used to create a tasty and nutritious meal."