PEI expands seafood promotion in Western Canada

The province of Prince Edward Island has partnered with the largest food service distributor in Canada to increase sales of Prince Edward Island seafood products in Western Canada, said Minister of Fisheries, Aquaculture and Rural Development Ron MacKinley.

“The Province of Prince Edward Island is pleased to partner with Sysco Canada again this year to promote our province's high quality seafood to markets in Western Canada,” said MacKinley. “This year, the campaign will include more cities, increased participation from Island companies and an expanded variety of Island seafood products.”

Sysco Canada has sales and service relationships with more than 400,000 customers. Approximately 160 sales representatives across Western Canada will participate in the promotion. The promotion will provide an incentive for consumers, restaurants and sales representatives to choose PEI seafood by offering them a chance to win a trip to Prince Edward Island during the International Shellfish festival.

The promotion is being delivered through the PEI Culinary Alliance with funding from the Departments of Fisheries, Aquaculture and Rural Development, Innovation and Advanced Learning, and Tourism PEI and Island seafood companies.

Prince Edward Island seafood products such as lobster, mussels, oysters, cherrystone clams, rock crab, salmon and halibut will be promoted in three Western Canadian markets — Calgary, Edmonton and Winnipeg. These markets have a population of more than 2.5 million.

“The Province of Prince Edward Island is committed to working with the P.E.I. seafood industry to ensure Island seafood has an opportunity for sale in both domestic and international markets,” said MacKinley. “We will continue to work with industry to maintain, foster and develop opportunities for Island seafood products.”