Quebec lobsters are back! Crack me open, I turn red!

    MONTREAL, May 7 /CNW Telbec/ - Quebec's lobster industry proudly
announces the arrival of Quebec lobsters in fish markets to please consumer
taste buds. Commercial fishermen and processors of the Iles-de-la-Madeleine
and Gaspésie have put all their pride and know-how into providing Quebec
consumers with lobsters that offer more freshness, more meat and more flavour.
    Once again this year, Quebec lobsters have a way to get consumers'
attention. Their white elastic claw bands identify them as "King of Quebec
shellfish" with the Aliments du Québec logo. Certifying the Quebec origins and
authenticity of Quebec lobster, the white elastic bands will also help
consumers to easily find them at fish markets and other seafood counters.
    "Proud of a successful first year, this year we want to ensure that
Quebecers will know they are buying the best lobsters if they choose those
with an elastic band on their claws showing the Aliments du Québec logo. The
logo is visible on the claw elastics of this famous Quebec shellfish so people
can distinguish them from those from elsewhere," explains Jean-Paul Gagné,
President of the Table des pêches maritimes du Québec and General Manager of
the AQIP.

    Quebec lobster: for its size, its freshness and its succulent meat

    Commercial fishermen in Quebec have made considerable efforts in
developing conservation methods and protecting their lobster resources. They
have increased the minimum legal size of the shellfish to allow their
distinctive character, quality and value to develop. A Quebec lobster measures
a minimum of 82 mm from behind the eye to the edge of the cephalothorax, so it
surpasses its competitors with its larger size and weight, which ranges, on
average, from 1 lb. to 1 3/4 lbs. - the ideal weight for consumption," says
O'Neil Cloutier, CEO, Regroupement des pêcheurs professionnels du Sud de la
    Lobster is caught in Quebec from late April until July in unpolluted cold
water with a rocky seabed by fishermen applying some of the most advanced and
innovative conservation measures in the world. "Quebec fishermen, very
concerned about survival, not only of their profession, but by this resource,
have voluntarily agreed to reduce their traps and release all lobsters that
are not the proper size as well as egg-carrying females. The industry has also
developed excellent preservation methods on board boats and in processing
plants to make delivery from sea to plate as fast as possible to preserve the
delicate flavour of Quebec lobster," says Léonard Poirier, General Manager of
the Association des pêcheurs propriétaires des Iles-de-la-Madeleine.

    Advertising Campaign

    To mark the 2009 arrival of Quebec lobster, the fishing and processing
industry invite their distribution and marketing partners to come for a Quebec
lobster tasting on May 7, accompanied by Mr. Laurent Lessard, Quebec Minister
of Agriculture, Fisheries and Food, and the press, at the Hélène de Champlain
restaurant in Montreal. The next day, May 8, the industry will receive their
partners and the press in the Quebec City region during a promotional lobster
dinner at the Plaza Hotel.
    Just like last year, the 2009 arrival of Quebec lobster will be supported
by an advertising campaign conducted by Gendron Communication, encouraging
consumers to choose Quebec lobster. Connoisseurs and those just beginning to
enjoy lobster can pick up a brochure in major supermarket chains and in close
to 100 seafood markets in Quebec that promote the exceptional qualities of
Quebec lobster. The website offers a wide selection of
recipes, each one more delicious than the next. Also, consumers will be
encouraged to purchase Quebec lobster in their neighbourhood fish markets
through advertisements on many radio stations.
    For those who prefer to sample the best lobster without having to cook,
rest assured, many restaurants in Quebec are true lovers of Quebec lobster and
they will offer this delicious shellfish on their menus! Before ordering your
lobster, don't hesitate to ask where it comes from.
    Lastly, by visiting one of the 140 participating SAQ locations, consumers
will find how perfectly Quebec lobster and Kim Crawford wines go together and
get a chance to win a lobster dinner for 8 people.

    L'Office des pêcheurs          Association         Regroupement des
    de homards des                 québécoise de       pêcheurs
    Iles-de-la-Madeleine           l'industrie de      professionnels du
                                   la pêche            sud de la Gaspésie

    Thank you to all our financial partners:

    Ministère de l'Agriculture,          Ministère du Développement
    des Pêcheries et de                  économique, de l'Innovation et de
    l'Alimentation                       l'Exportation

For further information:

For further information: Mr. Léonard Poirier, Alliance des pêcheurs
professionnels du Québec, (418) 986-5623,; Mr.
Jean-Paul Gagné, Association québécoise de l'industrie de la pêche, (418)
654-1831,; Mr. Léon Després, Table des pêches maritimes
du Québec, (418) 368-7526,

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