Prince Edward Island lobster is something special - it's the best of the best. Hand-picked from the unique conditions in the waters around PEI, the taste of our wild lobster is unforgettable.
PEI Lobster Fishers mix time-honoured traditional fishing skills with new innovative technology. This ensures the best quality lobsters with minimal disruption to our beautiful and pristine ocean floors.
PEI's commercial lobster fishery dates back to the 1870s, providing employment for many Islanders. Today over 1280 independent fishers continue to work together to protect the sustainability of our waters. Lobster fishing is a vital part of PEI's culture.
Love Our Lobster
Request for Proposals
The Lobster Fishers of Prince Edward Island is seeking an organization or individual with a strong market research background to ascertain consumer purchasing and market trends. Download the RFP.
Our Vision, Mission, and Core Values
PEI lobster is consistently sought after as a highly valued product, selling at premium prices that are received equitably by the fishers who harvest them.
The Lobster Fishers of PEI lead and drive the demand for PEI lobster to maximize the value for the benefit of our members.
Values and Principles
In all we do, we:
Will emphasize the quality of PEI lobster
Will not make decisions without having good evidence to support our actions
Will get the right thing done in the right place at the right time
Will visually represent PEI lobster and PEI lobster fishers
Will be transparent in how our work is done
Identify and respond to consumer expectations (value, food safety and quality, and social values)
Support sustainability and care for the environment
Believe communications increase understanding of what we do
Will be accountable to our members by measuring our success
Will collaborate with other marketing programs where it will increase our impact
Strategic Goals and Measures of Success
Promote and Market PEI Lobster
Develop a strategic marketing plan
Create a premium brand distinction for PEI lobster
Collaborate with other marketing programs to increase impact
Develop a multi-level communications strategy
Coordinate communications to members through Board Directors
Identify metrics for measuring success in all areas of activity
Grow Board Capacity
Develop policies and procedures
Establish opportunities to increase knowledge and good governance
Improve the LFPEI Board’s ability to respond to media
Develop Partnership and Collaboration
Improve strategic partnerships
Clarify collaboration with the PEI Fishermen’s Association
The Lobster Fishers of Prince Edward Island (LFPEI) was constituted as a commodity board under subsection 4(2) of the Natural Products Act to administer the lobster fishers levy and the marketing of lobster from the province; and to represent and protect the interests of the province’s lobster fishers at the provincial and national levels.
Copyright 2017 Lobster Fishers of Prince Edward Island Marketing Board