The Canadian lobster industry is receiving a federal and provincial investment of $417,000 for the development of a comprehensive marketing strategy that will provide long term solutions and opportunities for the industry’s sustainability and prosperity. The Government of Canada is investing $352,000 under the Community Adjustment Fund while the Province of Quebec and the four Atlantic provinces are providing a combined total of $65,000 toward the project.

The Honourable Gail Shea, Minister of Fisheries and Oceans on behalf of the Honourable Keith Ashfield, Minister of National Revenue, Minister the Atlantic Canada Opportunities Agency (ACOA) and Minister for the Atlantic Gateway, along with the Honourable
Neil LeClair, Minister of Fisheries, Aquaculture and Rural Development for
Prince Edward Island, today made the announcement on behalf of the partners.

Also on hand were officials from the University of Prince Edward Island and members of the newly formed Lobster Council of Canada, which will act as oversight committee for the project.

“The seafood industry is a significant contributor to our economy and the livelihood of many of our people. Through this investment, our government is helping the industry to identify new markets and long term solutions to the challenges caused by the global economic downturn,” said Minister Shea. “This is a great example of how our government is working with provincial governments and industry to generate growth opportunities at home and in the global marketplace.”

"The lobster sector is the cornerstone of the inshore fishery in Nova Scotia," said Sterling Belliveau, Nova Scotia Fisheries and Aquaculture Minister. "Our resource remains strong but the economic downturn in our traditional US market, along with the strong Canadian dollar relative to the US currency, has created financial challenges for our industry. To address today's problems and to have options for the future, we must develop new international markets for our lobsters."

With today’s investment the lobster industry will develop a long-term marketing strategy that will serve as an industry-wide model to rebuild value throughout the supply chain and for the consumer.

“Atlantic Veterinary College's Lobster Science Centre will play a leadership role in this outstanding collaborative effort to ensure the economic impact of our regional lobster industry is maximized. The Lobster Science Centre's world class expertise provides the region with the opportunity to apply innovative industry-related research to issues such as moult quality, food safety, handling practices and humane treatment in a manner that supports the long-term marketing strategy and a revitalized lobster industry," said Dr. Donald Reynolds, Dean of the Atlantic Veterinary College at UPEI.

Canada’s Economic Action Plan is providing a total of $1 billion over two years through CAF to support initiatives that help create and maintain jobs in communities impacted by the economic downturn. Atlantic Canada’s allocation of $100 million under CAF is administered by the Atlantic Canada Opportunities Agency.

For information on Canada's Economic Action Plan, please visit www.actionplan.gc.ca.

FOR BROADCAST USE:

Fisheries and Oceans Canada Minister Gail Shea and along with the Honourable
Neil LeClair, Minister of Fisheries, Aquaculture and Rural Development for
Prince Edward Island, today announced $417,000 in funding to aid the Canadian lobster industry in the development of a comprehensive marketing strategy.

The Government of Canada is investing $352,000 under the Community Adjustment Fund, a measure from Canada’s Economic Action Plan. The Province of Québec and the four Atlantic provinces are investing $65,000 toward the project.

The strategy will serve as industry-wide model that will rebuild value throughout the supply chain and for the consumer.

-30-

INFORMATION:

Erin Filliter
Director of Communications
Office of the Minister of National Revenue,
Minister of ACOA, and 
Minister for the Atlantic Gateway
613-941-7241

Nancy Bishay
Press Secretary
Office of the Minister
Fisheries and Oceans Canada
613-992-3474

Celeste Sulliman
Director of Communications
Nova Scotia Department of Fisheries and Aquaculture
902-424-0192
 
Charlotte McCardle
External Relations
Atlantic Veterinary College
902-566-0533