Lobster is one of the main fishery products from Nova Scotia. (Photo: Stock File)

Nova Scotia wants a logo to distinguish its fishery products

CANADA
Wednesday, February 03, 2016, 02:40 (GMT + 9)

Nova Scotia has issued a request for proposals (RFP) for creating a new brand that identifies fish products in the province and conveys its qualities, which the department of Fisheries and Aquaculture will use in international markets.

The purpose of this initiative is that the provincial seafood sector can have a geographical branding to provide their products an assurance of distinctiveness attributable to its origin, a competitive advantage in key global markets such as Asia, Eastern Europe and the United States.

The fish and seafood strengths the new label must specify include the geographic advantages - ease of shipping and logistics, global reputation - safe, sustainable, reliable, and quality - exceptional taste and premium quality.

“Nova Scotia fish and seafood is naturally delicious for the simple reason: the best seafood comes from the clean and coldest waters,” emphasises the document.

The Maritime Provinces have also debated a new lobster levy to promote, in part, a Canadian lobster brand.

Nova Scotia industry is primarily export driven with fish and seafood exports totalling CAD 1.3 billion (USD 928.2 million) in 2014, with almost CAD 450 million (USD 321.3 million) coming from live lobsters, which have been the subject of previous brand crises.

The global seafood market has been booming in recent years due to increased demand from Asia. Cargo flights of as much as 100,000 kilograms in live lobster are leaving weekly from Halifax Stanfield International Airport.

Live lobster exports to Asia went up 428 percent in the past five years, CBC reported.
 

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