BEDFORD, NS, Jan. 27 /CNW/ - How do you effectively brand a live
lobster? This is a question and a challenge that only an innovator like
Clearwater Seafoods could answer. With increasing global consumer
demand for premium seafood and a marketplace rife with uneven product
quality, the ability to effectively brand and differentiate superior,
live seafood can provide a critical competitive advantage. Clearwater
combined innovative thinking with the best available technologies to
apply their brand promise to the claw bands of their premium lobster to
ensure customers and consumers can both see and taste the difference
that premium quality makes.
"All lobster aren't created equal, and consumers often don't know what
they're getting until they crack the shell", says Ian Smith,
Clearwater's CEO. "Canadian hard shell lobster is among the finest in
the world. But, at Clearwater our passion for wild, premium,
sustainable seafood means that we must go the extra mile to ensure our
customers know that they're buying the very best."
Clearwater lobsters are considered by many to be the gold standard. This
is based on the company's access and ability to sustainably harvest
prime Nova Scotia lobster at their peak health and apply a quality
grading system that carefully selects only the very best fully-meated
lobster to be branded Clearwater.
In addition to expanding world markets, changing consumer trends are
also behind Clearwater's desire to differentiate their premium brand.
Consumers and customers are increasingly more knowledgeable,
environmentally- conscious and discerning in their seafood choices.
They are looking for wild, sustainable and safe seafood.
"In today's crowded global marketplace if you have a superior product,
you need to do everything possible to stand apart from the crowd", adds
For Clearwater lobster the solution is in a plastic sleeve that slides
over one of the lobster's banded claws. It's a safe and humane method
that allows Clearwater the opportunity to put their brand promise
directly on the lobster's claw and into the consumer's hands. Patents
are pending on this unique branding solution, the designs are complete
and Clearwater is launching the branding initiative this week. The
first market that will see the newly branded lobster will be China
where they will be arriving just in time for Chinese New Year
The largest vertically integrated shellfish company in North America,
Clearwater harvests and distributes millions of pounds of fully-meated,
fresh live and raw processed lobster annually and sees a rapidly
growing global consumer demand for lobster as well as all its other
wild, sustainably-harvested seafood including; cold water shrimp,
scallops, arctic surf clams and snow crab.
"We're very excited about this branding initiative and the China
launch," says Alice Tam, Director of Sales for China, "What better way
to celebrate Chinese New Year than with a lobster that delivers
exceptional quality and value? In China, 2011 is the Year of the
Rabbit but for Clearwater it will definitely be the Year of the
ABOUT CLEARWATER SEAFOODS LIMITED
Clearwater Seafoods is a leader in the global seafood industry
recognized for its consistent quality, wide diversity and reliable
delivery of premium seafood, including scallops, lobster, clams,
cold-water shrimp and crab. Since it's founding in 1976 Clearwater has
invested in science, people, technology, resource ownership and
resource management to sustain and grow its seafood resource. This
commitment has allowed it to remain a leader in the North American
seafood industry. www.clearwater.ca
/NOTE TO PHOTO EDITORS: A photo accompanying this release is available
at http://photos.newswire.ca. Images are free to accredited members of the media/
SOURCE CLEARWATER SEAFOODS LIMITED PARTNERSHIP
For further information:
Director of Marketing- Clearwater
Phone: (902) 457-8154.
Notes to editor:
Additional pictures, product fact sheet and recipes available upon request
Clearwater website: www.clearwater.ca