Partnership supports Maritime lobster fishery (10/05/14)

NB 737

May 14, 2010

SAINT JOHN (CNB) - The three Maritime provinces, Atlantic Superstore and Moosehead Breweries Ltd. have teamed up for the second year in a row to support the lobster industry.



Consumers who purchase a specially marked 12-pack of Moosehead's Clancy's Amber Ale will receive a coupon for $5 off a minimum purchase of $20 of live or cooked lobster from Atlantic Superstores. The stores will feature seafood displays in New Brunswick, Nova Scotia and Prince Edward Island.

"This joint initiative was a tremendous success last year and helped create a higher profile for our region's lobster," said Fisheries Minister Rick Doucet. "Atlantic Canadian lobster is quite simply the best in the world. Our efforts to assist the industry to harvest and process sustainable lobster and move it from ocean to plate starts here at home in our domestic retail markets. This partnership is an important initiative to support this effort."

Doucet spoke on behalf of himself and Prince Edward Island Fisheries, Aquaculture and Rural Development Minister Neil LeClair and Nova Scotia Fisheries and Aquaculture Minister Sterling Belliveau.

Lobster harvested from the icy waters of the North Atlantic is recognized worldwide. With modern technology and sustainable management practices, the Maritime Provinces provide top-quality lobster known and appreciated around the world.

"This promotion celebrates two of our Maritime traditions - world-class lobster and world-class beer," said Andrew Oland, president of Moosehead Breweries Ltd. "At Moosehead we are committed to supporting our local industries and businesses. Tradition, pride, and homegrown values drive our business and attract our customers. These are principles that we share with the fisheries industry and our partners, making it a successful partnership."

Phil McNeill, senior vice-president, Atlantic Market, Loblaw Companies Ltd., said the coupons were a hit with customers last year.

"Atlantic Superstore has been selling fresh, high-quality Atlantic Canadian lobster for 24 years," said McNeill. "This joint initiative will help grow the market for this terrific product, helping to 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. Coupons may be redeemed until Aug. 31.

Moosehead, one of Canada's most celebrated brewers, traces its roots to 1867 and today is the only Canadian-owned major brewery. Moosehead sells its beer throughout Canada, the United States and 15 other countries.


MEDIA CONTACTS: Katharine Sidenius, communications, Department of Fisheries, 506-457-3549,; Stephanie Neilson, public relations, Moosehead Breweries Ltd., 506-635-4499,; Celeste Sulliman, communications, Nova Scotia Department of Fisheries and Aquaculture, 902-237-9594,; Wayne MacKinnon, communications, Prince Edward Island Department of Fisheries, Aquaculture and Rural Development, 902-368-4888,; Atlantic Superstore,