About Lobster PEI
In Prince Edward Island, fishing is not just a job – it’s a way of life. We take great pride in our products, and how we work together to manage a sustainable fishery that produces the best lobster in the world. Lobster PEI, or our formal name “The Lobster Fishers of PEI Marketing Board”, is made up of a group of lobster fishers working together to promote and market PEI lobster.
In 2014 the Prince Edward Island lobster trap fishery was certified by the Marine Stewardship Council (MSC) as sustainable and well-managed; however more than 100 years of Island fishing tradition have supported careful management of this valuable resource, including measures to control minimum lobster sizes, restrict fishing seasons and limit the number of licensed traps. Most importantly, generations of PEI fishers have committed their lives to the health of lobster stocks and to continuing the lifestyle of Island fisher families.
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.
In plain language, our job is to share the joy of Prince Edward Island lobster with the rest of the world.
- Charlie McGeoghegan – Central Northumberland Strait Fisherman’s Association (Board Chair)
- Kevin Robertson – Eastern Kings Fishermen’s Association (Vice Chair)
- Malcolm Ferguson – Central Northumberland Strait Fisherman’s Association (Treasurer)
- Lee Knox – Prince County Fishermen’s Association (Secretary)
- Craig Avery – Western Gulf Fishermen’s Association
- Wayne Campbell – Southern Kings and Queens Fishermen’s Association
- James Cook – Prince County Fishermen’s Association
- Brodie Creed – Southern Kings and Queens Fishermen’s Association
- Ken LeClair – Western Gulf Fishermen’s Association
- Stephen MacPhee – Eastern Kings Fishermen’s Association
- Ryan Peters – North Shore Fishermen’s Association
- Tyler Pickering – North Shore Fishermen’s Association
- Vicki Bryanton (Executive Director)
- Michelle MacDonald (Marketing)
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