Fisheries and Aquaculture
October 1, 2009
Province Supports Improved Marketing of Cod and
Yellowtail
The Provincial Government
is providing $100,000 in funding toward a project on the
marketing and promotion of Atlantic cod and yellowtail
flounder seafood products. This project is being carried
out by Ocean Choice International (OCI) and the funding
is being provided through the Fisheries Technology and
New Opportunities Program. The total budget for this
project is $201,500.
�This is a particularly
important time to address how these products are being
marketed internationally,� said the Honourable Tom
Hedderson, Minister of Fisheries and Aquaculture.
�Yellowtail flounder is now re-entering global markets
and seafood producers are working to reposition Atlantic
cod. International markets for groundfish have changed
considerably in recent years. This is exactly the type
of situation the Fisheries, Technology and New
Opportunities Program was designed to address. One of
the key areas of focus for the program is improved
seafood marketing.�
Since the moratorium on
the Atlantic cod fishery began, there has been a low
volume of cod for sale to international markets.
Therefore, the product has not had a strong presence in
international seafood markets. OCI has identified a
marketing opportunity for groundfish species in North
America, Europe and Asia, with a specific focus on
Atlantic cod and yellowtail flounder.
�OCI recognizes the
importance of promoting its products in the global
marketplace and raising the image of Atlantic Canadian
products such as yellowtail and cod, in particular,�
said Blaine Sullivan, Chief Operating Officer. �These
marketing initiatives will also have an impact on our
overall groundfish operations as we secure markets for
our quality products.�
The company will use
creative promotional techniques to attract high-end
users in the retail and foodservice divisions. The
marketing initiative will begin with focus groups and
creative product presentations to help establish product
positioning and pricing in the European markets.
The use of promotional
and advertising campaigns will make Atlantic cod and
yellowtail flounder more competitive in important
markets such as Spain and Portugal. These countries have
historically purchased Norwegian and Icelandic products.
It is anticipated that
there will be increased sales and improved employment
opportunities at the facilities in Fortune and Marystown
when the European markets have been further secured for
these seafood products.
�The fishing industry
continues to be a priority for our government," said
Minister Hedderson. �This project has the potential to
provide continued work for fish harvesters and increased
job security in the seafood processing sector.�
The Fisheries Technology
and New Opportunities Program is a critical component of
the Fishing Industry Renewal Strategy. Budget 2009:
Building on Our Strong Foundation allocated $2 million
for this program which was designed to support the
harvesting, processing and marketing sectors, and
ultimately increase the overall viability of the
province�s fishing industry.
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Media contacts:
Lori Lee Oates
Director of Communications
Department of Fisheries and Aquaculture
709-729-3733, 690-8403
oatesll@gov.nl.ca |
Blaine Sullivan
Chief Operating Officer
Ocean Choice International
709-782-7122 |
2009 10 01
10:55 a.m.
|