PEIFA looking at branding PEI lobster

Eric McCarthy
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TIGNISH -- There’s value in branding, members of the Western Gulf Fishermen’s Association were told during an information meeting Monday in Tignish.

Pat O’Neill, a consultant for the P.E.I. Fishermen’s Association told of work he is doing with a consultant in China to identify a brand name that would resonate with consumers.

The consultants are looking to replace the canner name with something more catchy and, perhaps even more important, incorporate an image of Prince Edward Island in the branding.. “The only secure thing you have in the marketplace is a brand,” O’Neill stressed.

“If your competitiveness in the marketplace is based on being the cheapest producer, well, there will always be someone come along who can produce it cheaper than you, at least for a while,” he said in stressing that brand brings value.

The Province and the fishermen’s association, he said, are interested in developing a fair trade brand which would be owned by the fishermen of Prince Edward Island through their association.

Prince Edward Island O’Neill noted, has a worldwide image as a tourism destination. The idea, he said, “is to link that worldwide image to Prince Edward Island as a source for fine food. There would also be an environmental angle to the marketing, O’Neill stated.

He pointed out the long-term focus of the provincial government’s involvement in the branding initiative is to create economic stability.

“It is very difficult to imagine that the P.E.I. economy can be prosperous and stable and growing if the lobster fishery is not prosperous, stable and growing.,” he commented.

“The ultimate aim of the industry is to build a brand that will protect the industry and protect its economic independence,” O’Neill told fishermen. He said the aim of the province in the initiative is to make the Prince Edward Island image an asset that can be leveraged for the marketing of P.E.I. food products

Geographic location: Prince Edward Island, P.E.I. Fishermen, China

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  • UPWESTER
    April 02, 2014 - 11:01

    If tourism is the face of PEI, why not put a picture of Anne of Green Gables on the can? Asians certainly know who Anne is. There is absolutely no benefit to having a PEI lobster.A lobster is a lobster. Is a fall lobster that is half full of meat and the other half slime and water better than a NS or NB or for that matter, a New England lobster? Even a savvy fisherman couldn't tell the difference.Forget the PEI brand, it's a no-go and concentrate on a Maritime lobster.