Canadian Farmed Salmon in the US Market: A Communications and Marketing Opportunity

Summary:
The perfect storm of declining capture fisheries, dramatic supply interruption due to set backs in Chile and increasing scrutiny of food sources combine to create a window of opportunity for Canadian farmed salmon producers. The time to harness the reputation, resources and science know-how that are unique to Canada is now. Concerns about safety, social responsibility and the environment are first and foremost. While there is a growing trend towards transparency in all consumer categories, there continues to be confusion, outdated and negative perceptions about sustainable salmon farming. Conflicting media messages and lack of consensus on certification continues.

The long-term strategic objective of this project is to establish an unassailable dominance for Canadian Farmed Salmon in the U.S. market by influence, preference and dominance in the category. In order to succeed with market dominance, it is imperative to develop the category for Canadian Farmed Salmon by design, not by default, to take control of our destiny and to move from commodity to value.

The objectives of this pilot program are: identify those U.S. consumer market segments that are the most predisposed to our offering, develop key messaging and communication that positions Canadian Farmed Salmon as differentiated and uniquely valued, and build in a demonstrative way, direct influence with each of these segments.

Project Lead: Canadian Aquaculture Industry Alliance (CAIA)

Total Project Cost: $135,000
           
DFO-AIMAP Contribution: $100,000

Other Financial Support:

• Industry

For more information please contact the AIMAP Innovation Manager:

Gloria.Falk@dfo-mpo.gc.ca