Canadian seafood producers launch task force to increase consumption of Canadian seafood products
By Nourish Food Marketing
GeneralChoose Canadian Seafood logo and consumer campaign to launch in May
Ottawa, ON, May 4, 2022—The Canadian Aquaculture Industry Alliance (CAIA) and The Fisheries Council of Canada (FCC) are pleased to announce the formation of a new task force aimed at increasing consumption of Canadian seafood products. The Choose Canadian Seafood Task Force will launch an innovative advertising and digital engagement campaign focused on helping consumers identify Canadian seafood and showcasing Canadian seafood as a smart, sustainable choice.
“Currently, only 30 per cent of seafood consumed by Canadians is Canadian,” said Timothy Kennedy, President & CEO, CAIA. “We formed the Task Force to help consumers better identify Canadian seafood at the supermarket and encourage them to select it more often. Canadian Seafood is a smart, delicious, and easy choice for any meal, any day of the week.”
Later this May, the Task Force will launch the Smarter Meals Out of the Blue campaign, which positions Canadian seafood as a smart choice for tasty, nutritious meals that are quick and simple to prepare. The advertising creative provides “unexpected” usage situations for seafood, showing consumers how to shake up their meal routine and swap-in seafood. The ads will run as part of a comprehensive and digitally-integrated experience that includes a new microsite featuring species education, recipes and tips, an influencer campaign, social media and PR with a focus on the summer and back-to-school seasons.
“Canadian seafood is a smart and sustainable choice that is good for you and good for the planet,” said Paul Lansbergen, President, FCC. “The Task Force was formed to collaborate across the industry to highlight the benefits of choosing Canadian Seafood as an affordable, easy, healthy and sustainable product.”
This project is funded via the Canadian Fish and Seafood Opportunities Fund (CFSOF). You can learn more about the CFSOF here.
About the Canadian Aquaculture Industry Alliance (CAIA)
The Canadian Aquaculture Industry Alliance (CAIA) is the national association that speaks for Canada’s seafood farmers, representing their interests in Ottawa to regulators, policy makers and political leaders. With a membership that reaches coast to coast to coast, comprised of finfish, shellfish and aquatic plant farmers, feed companies and suppliers, as well as regional aquaculture associations, CAIA is a passionate advocate for the quality and sustainability of farmed seafood. For more information visit: www.aquaculture.ca.
About The Fisheries Council of Canada
The Fisheries Council of Canada (FCC) is the voice of Canada’s wild capture fish and seafood industry, promoting a healthy resource and prosperous industry playing a vital role in the Canadian economy. Our members include small, medium and larger-sized companies along with Indigenous enterprises that harvest and process fish from Canada’s three oceans. For more information, visit: www.fisheriescouncil.ca
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