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Industry NewsCanadian producers launch task force to boost Canadian seafood products

Canadian producers launch task force to boost Canadian seafood products

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The Canadian Aquaculture Industry Alliance (CAIA) and The Fisheries Council of Canada (FCC) have formed a task force aimed at increasing the consumption of Canadian seafood products. The Choose Canadian Seafood Task Force will launch its 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 and chief executive officer, CAIA. “We formed the task force to help consumers better identify Canadian seafood at the supermarket and encourage them to select it more often.”

Later this May, the task force will launch its “Smarter Meals Out of the Blue” campaign. 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.

This project is funded via the Canadian Fish and Seafood Opportunities Fund (CFSOF).

Learn more about the CFSOF here.

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