Maritime provinces join partners to promote Atlantic lobster (09/04/27)

NB 565

April 27, 2009

DIPPER HARBOUR (CNB) - A partnership among the three Maritime provinces, Atlantic Superstore and Moosehead Breweries was announced today by Fisheries Minister Rick Doucet. He was joined for the announcement by Andrew Oland, president of Moosehead Breweries, and Mike Doucette, regional vice-president of operations, New Brunswick / Prince Edward Island, Atlantic Superstore.


"Atlantic Canadian lobster is a product that offers an exceptional eating experience," said Doucet. "It is a challenging time for the lobster industry, but we are committed to working diligently to create a higher profile for our region's lobster. This partnership will broaden the lobster market in the Maritimes, and give our local industry a push to continue producing a high-quality, sustainable seafood product."

Beginning Friday, May 1, consumers who purchase a specially marked 12-pack of Moosehead's Clancy's Amber Ale will receive a coupon for $5 off the price of live or cooked lobster from Atlantic Superstores with seafood displays in New Brunswick, Nova Scotia and Prince Edward Island.

"This promotion is an opportunity for Moosehead to partner with the provinces of New Brunswick, Nova Scotia and Prince Edward Island to deliver two Atlantic Canadian specialties: beer and seafood," said Oland. "Fishermen of this region have been loyal supporters of Moosehead brands for years. We are a homegrown company with proud Maritime roots, and in return, we're eager to support local industry and businesses when we have the opportunity."

Lobster harvested from the icy waters of the North Atlantic is recognized worldwide as the best in the marketplace. With modern technology and sustainable management practices, New Brunswick provides top-quality lobster known and appreciated around the world.

"Atlantic Superstore has been selling fresh, high-quality Atlantic Canadian lobster for 23 years," said Phil McNeill, vice-president, merchandising, for Loblaw Atlantic. "This project puts the focus back on the industry, diversifying the market, and helping ensure the sustainability of the industry for years to come."

Coupons are available in all specially marked Clancy's cases sold in New Brunswick, Nova Scotia, and Prince Edward Island. In New Brunswick, they may be found in Alcool NB Liquor outlets and selected agency stores, beginning May 1. Coupons may be redeemed until July 31, 2009.


MEDIA CONTACTS: Ashley Bursey, communications, Department of Fisheries, 506-457-3549, e-mail:; Paul Harpelle, communications, Department of Fisheries, 506-444-4218, or e-mail: