THE DIFFERENCE BETWEEN THE LCC & CAL (as requested by DLS) THE LOBSTER COUNCIL OF CANADA - 22 board members. The LCC was formed to obtain a better understanding of the lobster industry in Atlantic Canada; and to determine whether there are steps governments and industry could take to enhance the value of the resource; and to identify any possible trade policy concerns. Priorities for the LCC are: • Collaboration with all stakeholders to tackle key issues and devise pilot projects to demonstrate workability and success • Management of sustainability including collaboration between DFO and stakeholders on enforcement issues • Becoming pro-active on issues such as emerging market challenges pertaining to sustainability, global warming, fair trade, food safety, animal rights, and eco-labeling. • Exploring market opportunities to reduce dependency upon the U.S. market. • Improvement of the product’s market profile and pursuance of new marketing development initiatives, including increased consumer awareness, improved market intelligence and live market supply timing. • Creation of a stakeholder organization to move forward key issues. The mandate of the Lobster Council of Canada will be to enhance the value of the Canadian Lobster Sector in a sustainable fashion by addressing the issues of importance to the industry. The organization will aim to focus discussion and action around identified industry challenges and set goals and targets that, if achieved, will strengthen the sector’s competitive position and enhance Canada’s overall capacity to meet the changing demands of markets. Lead market access issues including but not limited to sustainability certification, food safety, traceability requirements, etc. Lead sustained marketing initiatives regionally, nationally and internationally promoting all segments of the Canadian lobster industry with sound market research and market intelligence. Lead industry/government relations and create a shared understanding of key challenges and opportunities facing the sector. Communicate internally to industry to create improved awareness of the key issues, challenges and opportunities facing the industry and to build trust and confidence. Communicate externally to customers by highlighting the positive attributes of lobster to further build the Canadian “brand” through promotional and educational campaigns. To “tell our story”. Facilitate efforts to improve returns to the industry through innovation and the identification and implementation of changes that will improve the overall value-chain. CANADIAN ATLANTIC LOBSTER, INC. & LOBSTER.CA We are the Canadian Atlantic “Lobster Marketing Company” (CAL). Federally incorporated in April 2012 with 5 generations of industry participants behind the founder. We are not an expensive “agency” but experienced, focused, passionate and versatile. We have no limitations on what we are set to accomplish. We are a business based on the cooperative model that is a marketing movement designed to be owned by the Canadian industry participants. All are welcome to become shareholders. This is an enterprise that is an online catalyst for solutions and improvements within the industry; one that is improving the trap to table process with the conservation, preservation, management and sustainability of the Canadian Atlantic lobster industry. Problems and Solutions as seen by CAL & Lobster.ca Problems: - Poor communication & negative press - Bureaucracy & red tape - Rising expenses (food to fuel etc.) - Workforce moving west - Cut throat / low margins - Sold as “Maine Lobster or Product of the USA” Solutions: - Effective communication & positive press (free when possible) - Cut through bureaucracy & red tape - Value propositions & save folks $1000’s / year - Create jobs here and abroad for Atlantic Canadians - Band and Brand the entire industry - to increase demand. - Work smarter, not harder - Educate the world why & how? Wild. Canadian. Quality. - Export more boxes and fewer crates We are the domain and brand for Canadian Lobster. Lobster.ca says it all in one word. The brand is recognizable and memorable to people around the world. The domain is to be ingeniously printed on the claw bands, knuckle tags and various lobster boxes and packaging. When the website is visited by people around the world it will do three things; make people salivate and want to enjoy Canadian lobster more often, educate them how to handle and prepare lobster (with two short video’s), and show our audience where to purchase products, with a high traffic online directory. (Next phase of website set to launch in October 2014) We are the “Social Media Voice of the industry” with over 11,000 constituents between Facebook, Twitter, Pinterest, Instagram and Linkedin. Our sites are set to have over 1,000,000 constituents by 2017. Our database of over 8,000 email addresses span the industry and the globe from years of collection on the variations of lobster.ca Folks around the world know of lobster.ca already and were in our infancy. We have had over 700 views of our latest introductory video in the last 10 days that can be watched on lobster.ca and we are aligned with a company, a pretty unique one here in Atlantic Canada, EggStudios.ca - This firm offered a perfect fit for CAL, Lobster.ca… and indeed all of the lobster industry. When you visit their website you will see their mantra, “we get shit done”; a slogan which is pretty much identical to ours and together “we’re going to get more shit done”. Their team of creative producers, directors, animators, editors, technologists, sound engineers and composers will help us to tell our story, along with everyone’s in and around the Canadian Atlantic Lobster Industry. Our imagination is running wild every day with ideas on viral videos to create awareness... Theres no end it site! We have a print and online magazine called Banding Together, that is one of our value propositions to the industry and pubic with both insight & savings and an unlimited array of facets as The Lobster Guidebook for Atlantic Canada. The magazine has been amazing in allowing us to cultivate and build relationships with local businesses. After all, if we do a better job with profitably, where does a larger portion of that money go? back to the businesses! and they realize that and are supportive of the cause. We are utilizing and harnessing today’s technology to its maximum capabilities by networking and uniting all industry participants into a powerful marketing force, as well as forming a bulk-buying group to combine savings on a plethora of everyday products and services. Power in numbers and we have started with uniting the proud Lobster Boat Captain into The Captains Club. No end in site on what we can offer them and what we can do together, along with their families and communities. In the coming years CAL will directly influence and align key marketing variables in the industry to produce a better product; to develop more effective marketing; to increase demand, and to obtain higher and more stable prices for live and processed Canadian Atlantic Lobster. From day one, 10% of this business is held for a “Fishers Trust”. Captains become members and thus owners in the company with a gateway of opportunity to open... Our aim for this is to give pride in ownership to those that do one of the most dangerous jobs in the world and we are crafting a business model to be accessible and shared with those Fisher’s and their families who have earned it. The Lobster Council of Canada and Lobster.ca will coexist for the greater good of the industry. Our mutually agreed mandate is to “put more lobsters in boxes and less in 100lb crates”, Simple. Thus unlocking the profit margin that rightfully belongs here in Atlantic Canada. If together we can add Just 50c/lb, that equates to $80 million+ going right back into our east coast economy and All Boats Shall Rise... There very fact of the matter Lobster.ca is getting shit done… and this is the time to do it. Enough talk, lets do it! If you are an industry participant or just love lobster, please go to lobster.ca and watch the video - enter your information and climb aboard... join us and make a difference to do smarter business. We are here and we are there and we haint goin anywhere... Cheers! Canadian Atlantic Lobster, Inc. 204-540 Southgate Drive Bedford, Nova Scotia B4A 0C6 [email protected] 902.817.7946
Posted on: Thu, 25 Sep 2014 21:45:01 +0000
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