Clearwater Seafoods introduces the first branded lobster.

HALIFAX, Jan. 27 /PRNewswire-FirstCall/ - How do you effectively brand a live lobster? This is a question and a challenge that only an innovator like Clearwater Seafoods could answer. With increasing global consumer demand for premium seafood and a marketplace rife with uneven product quality, the ability to effectively brand and differentiate superior, live seafood can provide a critical competitive advantage. Clearwater combined innovative thinking with the best available technologies to apply their brand promise to the claw bands of their premium lobster to ensure customers and consumers can both see and taste the difference that premium quality makes.

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"All lobster aren't created equal, and consumers often don't know what they're getting until they crack the shell", says Ian Smith, Clearwater's CEO. "Canadian hard shell lobster is among the finest in the world. But, at Clearwater our passion for wild, premium, sustainable seafood means that we must go the extra mile to ensure our customers know that they're buying the very best."

Clearwater lobsters are considered by many to be the gold standard. This is based on the company's access and ability to sustainably harvest prime Nova Scotia lobster at their peak health and apply a quality grading system that carefully selects only the very best fully-meated lobster to be branded Clearwater.

In addition to expanding world markets, changing consumer trends are also behind Clearwater's desire to differentiate their premium brand. Consumers and customers are increasingly more knowledgeable, environmentally- conscious and discerning in their seafood choices. They are looking for wild, sustainable and safe seafood.

"In today's crowded global marketplace if you have a superior product, you need to do everything possible to stand apart from the crowd", adds Smith.

For Clearwater lobster the solution is in a plastic sleeve that slides over one of the lobster's banded claws. It's a safe and humane method that allows Clearwater the opportunity to put their brand promise directly on the lobster's claw and into the consumer's hands. Patents are pending on this unique branding solution, the designs are complete and Clearwater is launching the branding initiative this week. The first market that will see the newly branded lobster will be China where they will be arriving just in time for Chinese New Year celebrations.

The largest vertically integrated shellfish company in North America, Clearwater harvests and distributes millions of pounds of fully-meated, fresh live and raw processed lobster annually and sees a rapidly growing global consumer demand for lobster as well as all its other wild, sustainably harvested seafood including; cold water shrimp, scallops, arctic surf clams and snow crab.

"We're very excited about this branding initiative and the China launch," says Alice Tam, Director of Sales for China "What better way to celebrate Chinese New Year than with a lobster that delivers exceptional quality and value? In China, 2011 is the Year of the Rabbit but for Clearwater it will definitely be the Year of the Lobster."

ABOUT CLEARWATER SEAFOODS LIMITED

Clearwater Seafoods is a leader in the global seafood industry recognized for its consistent quality, wide diversity and reliable delivery of premium seafood, including scallops, lobster, clams, cold-water shrimp and crab. Since it's founding in 1976 Clearwater has invested in science, people, technology, resource ownership and resource management to sustain and grow its seafood resource. This commitment has allowed it to remain a leader in the North American seafood industry. www.clearwater.ca

SOURCE CLEARWATER SEAFOODS LIMITED PARTNERSHIP