Where was the money spent?

By Tina Comeau

SOU’WESTER

Not only didn’t it take long to spend the half-a-million dollars announced in February for the promotion of the Atlantic lobster industry, it also couldn’t take long.

Asked for a recap of where the money was spent, Diane Farquharson, the senior market and trade officer for Agriculture and Agri-Food Canada – the government department that provided the federal share of the funding – said the money had to be spent by the end of the fiscal year, in other words by the end of March, which is when the program providing the $328,750 in funding was set to expire.

The provincial governments of Nova Scotia, Prince Edward Island and New Brunswick had also combined to throw another $126,259 into the pot. “Everything had to be spent by the end of the fiscal year so everything that could be spent, was spent,” says Farquharson. “Over $400,000 out of approximately $455,000 was spent.”

At the time the announcements of funding were made in the region – West Nova MP Greg Kerr, joined by others, made the announcement in Yarmouth on Feb. 27 – it was stated the funding was aimed at giving the ailing lobster industry a shot in the arm with a global promotion effort.

Farquharson says part of the funding went to having a presence at two major trade shows: the Boston Seafood Show and the European Seafood Exposition (ESE), which was held in Brussels, Belgium. “There was advertising at the Boston Seafood Show. There was promotion of Canadian lobster at the reception. There was a lobster booth and banners developed for use and now we have those banners available for all trade shows,” she says. “At the ESE there was an Atlantic showcase in addition to the Canada pavilion. There was advertising in international publications to promote an awareness of lobster. There were value chain and training videos (produced),” Farquharson adds, saying these videos are directed at the consumer and show them how to cook and prepare lobster, something not everyone knows how to do she says.

There was also market research conducted in the European Union.

Another initiative involving a chef’s seminar in Dubai fell through because it couldn’t be organized in the timeframe needed.

Still, Farquharson says they were able to target both consumers and industry in their promotion and marketing and media blitz. “We were limited to a degree by what we knew we could do within the time frame,” she says, pointing out that while this was only meant to be a short-term strategy, it is hoped it will have brought some long-term impact. “I think the feeling is this did raise awareness and education. Although this was done in a short period of time…there are lasting results from that because we have the market research that people can go in and look at in depth and find out where we need to do more promotion or more education. “The videos are there forever. A website was updated. The posters, banners, all that stuff is there now.”