Press Release – November 7, 2018
Capitalizing on the Government of Canada’s trade agenda, the Fisheries Council of Canada (FCC) is launching Canadian Seafood, a strategy aimed at branding and marketing the industry.
Branding under Canadian Seafood is an important way to showcase the advantages and quality of Canada’s fish and seafood sector. It’s also a strategic way to market Canadian seafood as international competition for market share is growing increasingly fierce.
Eighty-thousand Canadians depend on the seafood sector for employment and many of those jobs are in remote coastal areas where the fisheries are the lifeblood of the community. Global population growth, increased consumption of seafood, and the Government’s efforts to secure market access through trade agreements all signal significant opportunity for the sector.
Canada’s seafood industry is also the most export-sensitive sector in the Canadian food manufacturing sector with almost 80% of production destined for foreign markets while accounting for $7 billion in exports in 2017. Through Canadian Seafood, we’re starting a conversation with our international customers and other audiences about Canada’s best-in-class food safety regime, world-leading sustainable harvesting and international certification, reliable exporters, and of course our excellent product. The strategy draws attention to the diversity of Canada’s seafood sector and offers the industry a way to highlight Canada’s achievements.
Differentiating Canadian seafood from other international competitors is a key part of the strategy, and a large part of that is focusing on Canada’s unique geography. Canada is the only country that can boast commercial fisheries operations on three oceans complemented by a large inland freshwater fishery, so we made that the centrepiece of the strategy: ‘3 oceans, 2 million lakes, 1 place’. What that translates to is a diverse mix of seafood products that we can offer our customers. Canadian seafood really has something for everyone.
For buyers in our top four export markets, here are some fact sheets that provide more information.
United States Factsheet: Canada: A friendly neighbor that feels like family