The Lobster Council is seeking support for a 1-cent investment (1/2 to come from Lobster Fishermen and 1/2 from processors and live shippers).
What will the Lobster Council do with the money collected via the one cent investment?
For more information, download or view the Lobster Council Handout.
Geoff Irvine of the Lobster Council, made a presentation to the Board. Click here to view or download the presentation.
Lobster Council's Long Term Value Strategy for Canadian Lobster was recently released and is available for Downloading or viewing.here. The LFA27 Management Board asked its Executive Director, Geoff Irvine, to write a very short summary for the benefit of its members:
1. Strategy represents a tipping point in thinking (we need to think bigger and better as an industry);
2. The reports main theme is how do we increase the overall value of the resource and share equitably;
3. We must synchronize and co-ordinate efforts
1. We must market our competitive edge (largest supplier of lobster in the world but we don’t act like we are)
2. Develop a Canadian brand
3. Develop generic marketing programs
4. Focus on major US cities
5. Focus on domestic Canadian market initially to grow the brand
6. Focus on Honk Kong, South Korea, China in Asia
7. Chef education and promotion in Europe
8. Use layered media (social, mainstream, print, earned)
1. We must get the structure right
2. Price setting mechanism sets the stage for everything else (people, product, place, positioning, price, channels)
3. Quality grading supports the brand
4. Better manage supply flow (planning and pricing) – note recommendations are targeted trap limits to smooth out landings
5. Expand quality buyers, create demand for quality
Specifically the structural recommendations are as follows:
Lobster Council of Canada has published it's first monthly newsletter.
You can download a copy here. It includes: