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The Mussel Industry Council (MIC)is a newly-formed consortium of licensed mussel processors in Eastern Canada, and aquaculture producer associations, representing over 90% of farmed mussel production. The establishment of the MIC has been the culmination of extensive consultations between the federal government, five Canadian provinces, seafood industry partners, and the vast majority of mussel producers in eastern Canada. The primary objective of the MIC is to undertake a generic promotion campaign with the view of enhancing mussel consumption and awareness in the market place. It is expected that this will enhance the value of the industry throughout the value chain. The main objective of the campaign is to increase consumer awareness and consumption of farmed mussels – and this will be done by conducting strategic generic promotion and public relations activities in the major US and Canadian markets. By increasing awareness and consumption, it is expected that demand in the marketplace will be enhanced for Canadian farmed mussels, which in turn should increase the value of the products to the buyers and to the producers. It is anticipated this will translate into increases in farm gate value in the medium term.
Project Lead: Canadian Aquaculture Industry Alliance (CAIA)
Total Project cost: $71,500
DFO-AIMAP Contribution: $25,000
Other Financial Support:
For more information, please contact the National Capital Region at firstname.lastname@example.org