Exhibiting at Seafood Expo North America 2025

New Brunswick – Deliciously Canadian is a provincial government-backed marketing initiative designed to promote the culinary heritage, world-class seafood, and traditional cuisine of New Brunswick, Canada. Through this campaign, the province showcases its premium, sustainably harvested seafood and unique Acadian culinary offerings to both domestic and international markets. As one of Canada's major seafood exporters, New Brunswick plays a vital role in enhancing Canada’s food identity globally.

Core Business

Deliciously Canadian is not a commercial enterprise, but rather a public-sector initiative aimed at promoting New Brunswick’s agri-food and seafood sectors. Spearheaded by the Department of Agriculture, Aquaculture and Fisheries (GNB), the campaign supports exporters, producers, and processors in marketing their products under a unified brand that emphasizes quality, tradition, and sustainability.

Product & Service Offerings

• Premium Seafood
  • Atlantic Lobster
  • Herring
  • Scallops
  • Oysters
• Traditional Acadian Dishes
  • Fricot (chicken stew with dumplings)
  • Poutine Râpée (boiled pork-stuffed potato dumpling)
  • Tourtière (meat pie)
  • Pet de Sœurs (cinnamon roll-like dessert)

These offerings are promoted at culinary festivals, export events, and international trade shows under the Deliciously Canadian brand, reflecting the province’s cultural diversity and ocean-driven bounty.

Specialization & USP

New Brunswick is recognized globally for:

• Being the largest exporter of live lobster in Canada, with consistent access to the cold, clean North Atlantic waters.
• Sustainable harvesting methods certified by organizations such as the Marine Stewardship Council (MSC).
• Centuries-old Acadian and Indigenous culinary traditions forming the backbone of many regional dishes.
• Strategic location on the East Coast of Canada, with access to major U.S. and European seafood markets.

The Deliciously Canadian brand creates a cohesive identity for these diverse offerings, emphasizing traceability, eco-certification, and cultural authenticity.

Financials

As a government initiative, Deliciously Canadian does not operate on traditional profit metrics. However:

• New Brunswick exported over CAD $2 billion worth of seafood in 2022, representing nearly 16% of Canada’s total seafood exports.
• Lobster alone accounted for over CAD $1 billion in annual export value from the province.
• Key international markets include the United States, China, Japan, and the European Union.

These figures underscore the global demand for New Brunswick’s high-quality seafood and the success of its international branding efforts.

Shipment Records

New Brunswick is a major global seafood supplier:

• Over 100,000 metric tons of lobster and shellfish are shipped annually from provincial fisheries.
• Products are exported via Port of Saint John and major logistics hubs in Halifax and Montreal.
• The province supports cold chain logistics and inspection facilities that ensure freshness and regulatory compliance.

Through its marketing and export readiness programs, Deliciously Canadian connects buyers with vetted, sustainable suppliers from across the province.

Target Market

Deliciously Canadian is aimed at:

• International seafood buyers and distributors seeking premium, traceable Canadian products
• Culinary professionals and chefs interested in unique Acadian and maritime dishes
• Retailers and importers looking for eco-certified shellfish and finfish
• Consumers and food tourists exploring authentic Canadian gastronomy

The initiative helps position New Brunswick not just as a seafood exporter, but as a cultural culinary destination.

Capabilities

• Industry Support: Facilitates B2B introductions, trade missions, and co-branded promotions
• Marketing Resources: Provides promotional materials, digital campaigns, and culinary showcases
• Export Guidance: Assists producers with certifications, packaging standards, and market access
• Collaboration Platforms: Works with Tourism New Brunswick, regional development agencies, and industry associations

These capabilities support a full-spectrum promotion of the province’s food and seafood economy.

Certifications & Compliance

Deliciously Canadian and its associated producers comply with:

• Canadian Food Inspection Agency (CFIA) food safety standards
• MSC and ASC certifications for sustainability
• Safe Food for Canadians Regulations (SFCR)
• Participation in traceability programs and Quality Assurance Frameworks (QAF)

This ensures that all products under the Deliciously Canadian banner meet the highest international food safety and sustainability standards.

Customer Testimonials

“The lobster from New Brunswick is unmatched in quality. We feature it in our premium seafood offerings, and customers always come back for more.”
— Seafood Importer, France

“We love telling the story behind Fricot and Poutine Râpée to our guests. It's not just food—it’s culture.”
— Chef, Canadian Fine Dining Restaurant (Toronto)

Major Achievements

• Brand consolidation of New Brunswick seafood under the Deliciously Canadian banner
• Successful promotion at SIAL Paris, Seafood Expo North America, and Anuga
• Strengthened international recognition of New Brunswick lobster and scallops
• Digital campaigns and culinary festivals celebrating Acadian heritage and regional specialties

New Brunswick – Deliciously Canadian continues to connect the world with the province’s rich culinary history and sustainable seafood excellence, making it a proud ambassador of Canadian gastronomy.