ASMI-style marketing is ‘big dream’ for Canadian lobster industry

Canada's cut-throat lobster industry is beginning to look inward for strength as the success of regional marketing campaigns becomes clear.

The Lobster Council of Canada (LCC) is still 18 months away from having its own brand, but as it works toward that, it has a clear model in mind.

“The Alaska Seafood Marketing Institute (ASMI) model is a big dream,” Geoff Irvine, executive director of the council, told IntraFish.

ASMI, as well as the Norwegian Seafood Export Council (NSEC), provide the basis for the LCC's three areas of focus: joint marketing, market research and industry advocacy, Irvine said.

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