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Is winning a new products competition such as the Prix d’Elite or the Seafood Excellence award a golden ticket to consumer product success? Not necessarily. The road to the promised land of the grocery store shelf or the restaurant menu is often very long and less than smooth.

“There are [products] that win that are very cool from a unique perspective. The challenge for the marketplace is a product launch has to be unique but it has to be meaningful,” Keith Decker, CEO of Canada-based High Liner Foods, told me.

“So