Agriculture and Agri-Food Canada

Agriculture and Agri-Food Canada

October 16, 2014 17:00 ET

Harper Government Invests to Discover New Markets for Canadian Seafood Delicacies

VANCOUVER, BRITISH COLUMBIA--(Marketwired - Oct. 16, 2014) - Agriculture and Agri-Food Canada

Member of Parliament for Vancouver South Wai Young, on behalf of Agriculture Minister Gerry Ritz, announced today an investment of over $740,000 in matching funds to help the Canadian seafood sector expand into new global markets and increase sales for high-end seafood products.

The Canadian Pacific Kazunoko Association will receive $614,068 over three years to brand and market salted and flavoured kazunoko, also known as herring roe, to buyers in Japan, China and Taiwan. Kazunoko is a symbol of fertility and prosperity that has long been a ceremonial New Year's food in Japan.

The Underwater Harvesters Association will receive $130,000 to develop branding strategies, produce marketing tools and attend trade shows to promote Canada's high quality geoduck products, with a focus on China and emerging markets. Harvested from Canada's pristine waters, geoduck is a unique shellfish delicacy known for its great taste, fresh flavour and premium quality.

Quick Facts

  • The Canadian Pacific Kazunoko Association represents eight companies who collectively purchase and process 86% of the herring and herring roe harvested in British Columbia and focuses on branding activities with Japanese industry. The herring sector exported $31.8 million worth of product to international markets in 2013.
  • Established in 1981, the Underwater Harvesters Association represents 55 licence holders to ensure environmentally sustainable management of geoduck and horse clam resources in British Columbia, while also developing the profile and markets for the resources. The geoduck industry generated an export value of $47 million in 2013.
  • This investment is made through AAFC's AgriMarketing Program, a five-year, $341-million initiative under Growing Forward 2.


"Our Government continues to support what matters most to Canadians-job creation, prosperity and the economy. Our world-class fish and seafood products are enjoyed around the world, and these projects will ensure that our harvesters continue to deliver exceptional product to international buyers."

- Member of Parliament for Vancouver South Wai Young

"Canadian Pacific herring roe has the top reputation in Japan for its taste and quality. The AgriMarketing Program lets us work with our Japanese customers to communicate that reputation to consumers and begin to build new markets outside Japan."

- Robert Katsura, President, Canadian Pacific Kazunoko Association

"The Underwater Harvesters Association is delighted to continue its participation in AAFC's AgriMarketing Program. This cost-sharing program is instrumental in assisting the UHA achieve its long-term international objective to increase the export value of geoduck from Canada by increasing the profile of this high-end seafood delicacy in both traditional and select emerging markets. A highly competitive position for Canadian geoduck in the global marketplace also results in new employment opportunities and positive economic impacts here at home."

- Michelle James, Executive Director, Underwater Harvesters Association

Additional links

Growing Forward 2 (Agriculture and Agri-Food Canada)

AgriMarketing Program (Agriculture and Agri-Food Canada)

Comprehensive Economic and TradeAgreement (Canada's Economic Action Plan)

Contact Information

  • Emily Hogeveen
    Press Secretary
    Office of the Honourable Gerry Ritz

    Media Relations
    Agriculture and Agri-Food Canada
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