A.C.Covert Launches Fresh and Responsible Jail Island Seafood Brand

Apr 12, 2013, 14:15 ET from Jail Island Seafood

HALIFAX, April 12, 2013 /PRNewswire/ - A.C. Covert Distributor of Dartmouth, Nova Scotia, is launching an exclusive brand of wild-caught seafood called Jail Island Seafood.

(Photo: http://photos.prnewswire.com/prnh/20130412/MO946)

Catch that meets strict product specifications will be sourced from local fishers around the province, then branded and sold under the label Jail Island Seafood. The initial line up is expected to be hook and line caught halibut, haddock and swordfish, depending on what is in season and meets the Jail Island specifications.

"The brand", says Mike McGlone,General Manager of A.C.Covert, " is designed to deliver on 5 key promises: to be fresh, local, premium, traceable and responsible."

McGlone, who joined the local seafood distributor 5 years ago after successfully operating his own fishmonger business at the local Halifax market for 12 years, had the idea for a branded fresh seafood product line.

"I'd spend all day talking to people- consumers and chefs alike- who wanted a better understanding of what they were selecting and how it was going to perform in the pan or taste on the plate. I spent more time in front of the counter educating customers than behind the counter selling."

After joining Covert, Mike soon learned that there was an even greater opportunity for education and careful sourcing.

"Customers are alike no matter how large or small your business. They want a better connection with their food. They want the mystery out and the assurance in."

Previous market experience only confirmed what Mike was reading in relation to food trends research; there was a growing movement and demand for fresh and local food.

Local chef and restaurateur,Craig Flinn, owner of Halifax's celebratedChives Canadian Bistro and author of several cookbooks (including one entitled Fresh and Local), has stepped up to endorse the new brand initiative.

"I like that Jail Island is responsibly caught and,being fresh and local,supports  our local fishers and communities.  It feels great and gives my guests and me a great story to add to a great dining experience. "

When asked about his transition McGlone responds: "It's just a bigger market and I'm still the 'middle man'. We have great suppliers and great customers. Our brand initiative is designed to help all parties get the best value for the best product available."

Besides being fresh and local, Jail Island Seafood is tightly inspected to ensure no gaping, bruising or discoloration. Product will be coded to be traceable back to the vessel and date of catch.

"I think the attribute I'm most proud of is Responsible," says McGlone. "We have a number of initiatives to ensure we're being socially and environmentally responsible. One of those is a 'Fisheries Improvement Fund' whereby a percentage of all Jail Island sales will be earmarked for projects designed to improve the fishery in some fashion- whether it be gear improvements or more eco-friendly materials used during harvest and shipping. A panel of industry stakeholders- fishers, processors, scientists, chefs and retailers - are being invited to help identify and select worthy projects.We're not going to change the world or even the local industry and marketplace overnight but we do believe we can help fill a gap in the marketplace in a way that will provide value to local fishers and consumers."

Jail Island Seafood products will be exclusively available through A.C. Coverts and its identified redistributors.

About A.C. Covert

Since 1938, A.C. Covert Distributors has been helping to deliver Atlantic Canada's great fish and shellfish from our waters to the dinner table. This family business continues to thrive because its knowledgeable staff offers exceptional service to customers and maintains personal connections with the fishermen and farmers who bring the seafood to market and the clients and consumers who buy it and serve it to their families. 

In the fall of 2008, the Covert family business was sold to another Atlantic Canadian family business and became a division of Cooke Aquaculture, a company rated as one of Canada's top 50 Best Managed. From the Covert to the Cooke family, the balance between business sense and commitment to the community has been maintained.  A.C. Covert operates as a subsidiary of True North Salmon, Cooke's Sales and Marketing company.



SOURCE Jail Island Seafood