Journal Pioneer LogoThe Journal Pioneer is the newspaper of Summerside, PEI. On February 10, 2011, Tony Gallant submitted this special report, excerpted below.

O’LEARY – A new marketing strategy intended to make seafood harvest information available to restaurants, stores and the general public was introduced at the recent annual meeting of the Prince County Fishermen’s Association.

The ‘Thisfish’ program began late last fall. Regional coordinator for Thisfish, Chelsey Ellis, reported she has made contact with area fishermen and has partnered with Acadian Fishermen’s Co-op in Egmont Bay in promoting the initiative.

Ellis believes consumers in larger metropolitan areas are becoming more savvy when purchasing food and many are conscious of sustainability practices.

If you walked into a grocery store today, there are not many products you would find that cannot be traced back to their original source, she said.

The parent company for Thisfish is B.C-based Ecotrust Canada. The pilot program, run in partnership with the Canadian Council of Professional Fish Harvesters, is funded by the Atlantic Canada Opportunities Agency.