New Canadian lobster brand aims to position Canadian Lobster globally

Published on May 1, 2014
Lobster brand

The Canadian Lobster Industry has launched a new brand to help it compete more effectively in global markets. 

The new brand – which consists of a set of core values, vision, mission, brand promise and a logo that brings it all together – is designed to help the Canadian lobster industry tell their story on the global stage, not just against lobster from other countries but also against other premium proteins.

 “Canada is the world leader in lobster harvesting, live shipping and processing but due to our size and fragmented structure we have not told a consistent story to the world,” says Jeff Malloy, president of the Lobster Council of Canada and CEO of the Acadian Fishermen’s Co-operative on Prince Edward Island. “The strong new brand is going to help position Canadian lobster (worth approximately $1.7 billion to the Canadian economy) for future growth and long term sustainability for our coastal communities.”

The brand comes at the right time says Geoff Irvine, executive director of the Lobster Council of Canada.

“So much is happening in the sector now with increased cooperation and collaboration amongst key stakeholders as well as enhanced market opportunities opening up with the both the Comprehensive Economic and Trade Agreement with Europe and the Canada–Korea Free Trade Agreement,” he says. “This new brand is going to help the industry internally to come together and celebrate the values which unite us, and to position lobster more effectively in the increasingly competitive global food industry.”

Extensive research with international customers and the internal industry helped identify the core values and strengths that the lobster product embodies.  Twelve core values, which range from Canada’s rigorous food safety guidelines to Canada’s cold, pristine natural environment that helps produce the tasty crustacean, are emphasized in the new brand.  

“Our research revealed that globally Canadians are viewed as being genuine and this integrity is also associated with our lobster,” said Irvine.

The brand definition was well received by key industry stakeholders at the internal launch in late March at the Lobster Summit in Halifax. Further feedback was solicited from trade commissioners from key lobster markets and hundreds of key seafood buyers at the Seafood Expo North America in Boston.  In early May the brand will be launched in Europe at Seafood Expo Global in Brussels. 

Closer to home the logo is making an impact. Chris Harris, a lobster harvester from Cape Breton, noted,  “As the first link in the lobster value chain we are excited about the new brand and take the promise (To consistently and sustainably deliver the highest quality and most flavourful live and processed lobster to consumers who value the best) to heart every day we are at sea.  I plan to put the logo on the side of my boat as soon as I can.  I like the logo and more importantly I think that the brand which stresses the importance of quality is one that everyone in the industry can get behind, as we look towards building a stronger industry and future for the next generation.”

Established in 2009, the Lobster Council of Canada brings together Canadian lobster industry stakeholders, including harvesters, live shippers, processors, First Nations peoples, and provincial and federal governments, to work on projects of mutual benefit. Areas of focus currently include lobster quality and traceability, a national lobster branding and promotion strategy, market access challenges and opportunities and industry communication. With government support and members from across Atlantic Canada and Quebec, the Lobster Council of Canada is recognized as the voice of the Canadian lobster industry.



Vision: Canadian lobster is recognized as the global ‘Gold Standard’ of premium protein based on quality, flavour, texture, consistency and sustainability – driving greater long-term value and growth for the entire industry.


Mission: Increase demand and price for the world’s most delectable and healthy protein, fortifying economic sustainability by rewarding everyone within the Canadian lobster value-chain, and the communities in which they live, for generations to come.


Promise: To consistently and sustainably deliver the highest-quality and most flavourful live and processed lobster to consumers who value the best.


Pristine Natural Environment: Canada is synonymous with a wild, cold, pure and pristine natural environment. It envelops mother nature’s gift to us ensuring Canadian lobsters thrive in an ocean environment most advantageous to superior quality.


Collaborative: Canadian lobster harvesting, processing and live shipping has been a part of the fabric of our communities and coastlines for generations. Continued collaboration and industry cooperation across competitors and across borders ultimately creates stronger outcomes for all.


Wild: Harvested by traditional methods in the harsh environment of the North Atlantic, Canadian lobster is one of the purest protein sources on earth.  With no additives, no manufactured feed and no hormones, Canadian lobster is a delicious and healthy protein source grown as nature intended.

Independence: Fierce industry independence is united by pride and passion to create a culture-of-care for the lobster, the health of the fishery, the quality of product, and for one another.

Quality: Canadian hard-shell lobsters are harvested at their absolute peak quality form, providing greater meat yield and longer life expectancy enabling better transportability that ensures a higher quality end-product. 

Consistency: Customers around the world can expect predictable, consistent quality and timely delivery thanks to unique seasons that are aligned for optimal quality and market conditions.

Flavour: The frigid waters of the Canadian North Atlantic produce the most desirable lobster environment on the planet. The result of these natural and essential qualities is a Canadian lobster with an unparalleled sweet flavour and delectable texture.


Versatility: Invention and innovation is the intersection between what needs to be produced and what could be produced. It is this innovative spirit that creates opportunity for growth through trial, discovery, education and new food experiences.


Sustainability: Our long history of sustainable management practices ensures a healthy environment, a prosperous economy and a vibrant future for generations to come. This steadfast attention to conservation management of our high-quality healthy-stock reinforces Canada as a global leader of wild-caught lobster.


Traceability: Canada is a world leader in the ability to systematically identify and track all stages of the harvesting, production, processing and distribution value-chain.


Food safety:Canada’s regulatory food safety guidelines lead the quality assurance regime for the Canadian lobster industry. Further delicate handling and care practices embraced by everyone in the value-chain ensures the highest product integrity and end-quality.