When asked what foods are synonymous with Canadian cuisine, many consumers think of maple syrup, peameal bacon and poutine (a dish featuring french fries and cheese curds smothered with brown gravy) before considering one of the nation’s most iconic foods: lobster. It’s no wonder then that the Lobster Council of Canada believes the time has come to launch a campaign aimed at defining and establishing Canadian lobster brand identity.
Revolve Branding Inc., a creative agency with a proven track record when it comes to building strong brand identities, is already on the job. It has been chosen to work with the Halifax, Nova Scotia-headquartered Lobster Council and a brand task group, made up of industry representatives to develop a brand identity that can be used in future marketing and promotion activities in domestic and international markets. The focus will be on accentuating the shellfish’s high quality, delicious taste and year-round availability.
The Canadian lobster brand identity will be developed following in-depth consultations with key industry stakeholders on regional, national and international levels. The effort will promote both processed and live lobster sales, and leverage current marketing efforts by Canadian seafood companies and organizations.
“We are extremely pleased to have the chance to work with one of Canada’s premiere branding agencies to develop a strong brand identity for Canadian lobster,” said Geoff Irvine, executive director of the Lobster Council of Canada. “A national brand identity will highlight the many positive attributes and strengths of lobster sourced from Canada, including the coastal waters where it is harvested, the thousands of inspiring harvesters and their families, and the value that Canadian lobster has in the global marketplace.”
Many within the industry believe that lobster harvested in Canada has a positive but under-leveraged reputation, according to Irvine. Currently, the nation’s billion-dollar lobster business focuses more on highlighting the specific attributes of regional production and less on marketing a national brand image. However, the Lobster Council of Canada, based on its own market research and findings via key industry consultations, is convinced that additional success can be achieved in international markets by leveraging the “Canada Brand,” which is being promoted as synonymous with quality.
“Canadian lobster is currently at a critical point in its continued growth and evolution. Strengthening the brand in domestic and international markets will require a unique and compelling brand identity,” said Nelson Angel, president and senior brand strategist of Revolve Branding Inc. “Our team is very excited for the opportunity to help fortify a truly authentic Canadian brand icon and key driver of the Canadian economy.”
The following industry representatives have formed a brand task group and are now working with Revolve Branding and the Lobster Council of Canada:
- Adrienne Grosweiner, New Brunswick Department of Agriculture, Aquaculture and Fisheries, New Brunswick
- Derek Kelly, Agriculture and Agri-Food Canada, Ottawa
- Stewart Lamont, Tangier Lobster, Nova Scotia
- Gordon MacDonald, a harvester from Cape Breton, Nova Scotia
- Robert MacDonald, Gidney Fisheries, Nova Scotia
- Ian MacPherson, Prince Edward Island Fishermen’s Association, PEI
- Sebastian Manago, Innovation PEI, Prince Edward Island
- Francis Morrissey, Royal Star Seafoods, Prince Edward Island
- Melanie Sonnenberg, Grand Manan Fishermen’s Association, New Brunswick
- Keith Sullivan, Fish, Food and Allied Workers, Newfoundland and Labrador
- Marie France Thibodeau, Gourmet Chef Packers, New Brunswick
- Jennifer Walsh, Newfoundland and Labrador Department of Fisheries and Aquaculture, Newfoundland and Labrador.
Additionally, a representative from the Nova Scotia Department of Fisheries and Aquaculture will soon be added to the brand task group.
The work being done on the Canadian lobster brand identity complements the Lobster Council of Canada’s quality grading project, which aims to identify and assess lobster quality to continue building upon Canada’s existing reputation as a supplier of premium quality lobster.
For the record, combined Homarus americanus lobster landings in Canada and the United States during 2012 amounted to 43% of the world’s total lobster landings. Canada’s lobster landings accounted for 53% of total Homarus americanus harvest, and Canada is clearly the world’s leading exporter of processed lobster. Furthermore, Canada, sold three times as much frozen lobster products to world markets as did US exporters.
Here are provincial trade statistics regarding the lobster fishery in Canada:
- New Brunswick, with four lobster fishery areas (LFAs), accounted for 18% of Canada’s lobster landings and lobster exports totaling $405 million (85% processed; 15% live).
- Nova Scotia’s 15 LFA’s accounted for 57% of lobster landings and $374 million in receipts (82% live; 18% processed).
- Prince Edward Island’s LAFs claimed 17% of landing and exports valued at $122 million (90% processed; 10% live).
- Newfoundland’s 15 LFAs were credited with 3% landings.
- Quebec’s eight LFAs accounted for 5% of landings.
