Farmed-versus-wild rhetoric brushed aside in new campaign

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The farmed and wild seafood sectors in Canada have banded together in a new campaign aimed at stimulating consumption of local seafood among the population.

Only 30 percent of seafood currently consumed by Canadians is local.

Two industry associations representing the aquaculture and fisheries have formed the “Choose Canadian Seafood Task Force,” which will focus on helping consumers identify seafood farmed or caught in Canadian waters and showcase local seafood as a sustainable choice.

“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,” says Timothy Kennedy, President & CEO of the Canadian Aquaculture Industry Alliance.

Later this May, the task force will launch the Smarter Meals Out of the Blue campaign.
Ads will run as part the campaign as will a new microsite featuring information on various food fish, recipes and tips; an influencer campaign, social media and PR with a focus on the summer and back-to-school seasons.

“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,” added Paul Lansbergen, President of The Fisheries Council of Canada.