The Provincial Government has provided support for a national program to promote the Atlantic Canadian lobster product. The province contributed $24,000 from its Seafood Market Development Program toward the national program 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 the Honourable 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 programs.

The program 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 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. Chef Bear is the owner of Bear Restaurant in Halifax, Nova Scotia.

The Atlantic lobster fishery is an excellent example of how good fisheries management can provide for effective marketing of seafood products. This fishery has been designed to ensure delivery of a high-quality product. The region has staggered the lobster fishing season to protect new summer lobsters. As well, effective timing of the harvesting of the product is complemented by new innovative techniques in holding and processing lobster.

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 realize 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."

For more information on Atlantic Canadian lobster products please visit www.tastelobster.ca/eng_home.php?page=home

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Media contact:

Lori Lee Oates
Director of Communications
Department of Fisheries and Aquaculture
709-729-3733, 690-8403
oatesll@gov.nl.ca