Funding Provided for Marketing of Cooked and Peeled Shrimp

The Provincial Government is providing $100,000 in funding toward a project involving the marketing and promotion of cooked and peeled shrimp. 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.

"Effective international marketing is instrumental in Canadian cooked and peeled shrimp product positioning," said the Honourable Clyde Jackman, Minister of Fisheries and Aquaculture. "Sustainability is becoming an important aspect of seafood purchasing decisions. The Canadian northern trawl shrimp fishery was the first fishery in Canada to be certified by the Marine Stewardship Council (MSC), which is a statement on the sustainability of this fishery."

OCI is planning on expanding its markets for cooked and peeled shrimp to Europe and Asia. The primary objective of this project is to focus on understanding key needs and behaviours of shoppers and consumers in these markets. OCI has sales offices located in North America, Europe and Asia and the project will allow for market research and development on distribution, competitive intelligence, product differentiation and other key marketing activities.

"Cooked and peeled coldwater shrimp is a well-known traditional product, particularly in the United Kingdom and Scandinavian countries," said Martin Sullivan, Chief Executive Officer of Ocean Choice International. "However, over the past 10 years there has been an increasing amount of warm water shrimp in these markets. With increased marketing activities, OCI will highlight that not only is cooked and peeled coldwater shrimp the best tasting shrimp in the world but also that this fishery is conducted in an environmentally friendly and sustainable manner. It is envisioned that this will increase the profile of the coldwater shrimp in traditional markets, while raising awareness and increasing demand."

Western Europe has one of the most developed seafood markets in the world, where consumers are willing to pay premium prices for products such as Canadian cooked and peeled shrimp. OCI will continue to develop partnerships and collaborations with well-established retailers as part of the overall marketing plan.

"By expanding into new markets in Europe and Asia, OCI will focus on market branding and highlight the sustainability of Canadian shrimp," said Minister Jackman. "If successful, this will increase overall demand for OCI products and have a positive effect on all sectors of the industry from harvesting to processing and distribution."

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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2010 01 20                                                    12:05 p.m.