Mussel Farm Seeks to Distance Itself from Competition with New Brand

Badger Bay Mussel Farms is receiving $25,000 from the Provincial Government to improve and strengthen its brand. The new branding initiatives mark a key step in the company�s goal of increasing its sales in the United States and Canada, along with aggressively targeting the European marketplace.

"Badger Bay Mussel Farms is a part of Newfoundland and Labrador�s rapidly growing aquaculture industry � an industry that in 2007 had an export value of $40 million," said the Honourable Trevor Taylor, Minister of Innovation, Trade and Rural Development. "A strong brand is vital to a company�s success by enabling it to stand out from its competition. I am confident that Badger Bay�s efforts will allow it to achieve its goals and further advance the province�s aquaculture industry."

Established in 1988, Badger Bay Mussel Farms has emerged as one of the province�s largest mussel farms employing approximately 10 people at its farm and 20 more at the processing facility. As part of its branding exercise, it will be introducing new packaging and a marketing campaign focused on expanding its export opportunities.

"As Badger Bay Mussel Farms continues to expand and target new markets, it is subsequently creating employment opportunities and spin-off benefits for the region," said Ray Hunter, MHA, Grand Falls-Windsor � Green Bay South. "Its new initiatives will further position it as an industry leader and an example of a rural-based company that is competing on the global stage."

Located in Triton, the current target markets for Badger Bay Mussel Farms� mussels consist of restaurants and supermarkets in Canada and the United States. Building off its successes, the company is seeking to further position itself as an industry-leader, as well as targeting Belgium, Holland, and Portugal, where the product is in high demand.

"The Provincial Government�s assistance allows our company to distance ourselves from our competition with a brand that is well-recognized in North America and ultimately in Europe," said Juan Roberts, President, Badger Bay Mussel Farms. "To succeed, we have to position Badger Bay Mussel Farms as Newfoundland and Labrador�s finest cultivated mussels that are not only great tasting but offer great health benefits."

Funding was provided through the Business and Market Development Program (BMDP). BMDP provides new entrepreneurs and expanding small businesses with matching funding to help them acquire the necessary expertise to pursue new business ideas and markets. The $1 million program is intended to support new growth opportunities in the economy, such as value-added manufacturing activities and export-oriented opportunities.

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