The idea of identifying Aboriginal products with a specific label comes from the need to distinguish them from the rest of the marine products offered on a market characterized by fierce competition and the specific needs of the customer.
Objectives:
- Facilitate the identification of Aboriginal products and emphasize their distinctiveness, notably when it comes to community fisheries
- Allow Aboriginal businesses to promote their products, creating better marketing opportunities which will positively impact business development in their communities
- Highlight the traceability of products to allow greater visibility for Aboriginal fisheries and to trace the origin of their marine products
The following actions have already been implemented:
- Register the trademark at the Canadian Intellectual Property Office (CIPO)
- Establish and validate the certification guidelines
- Develop the THIS FISH traceability tool and apply it to five species fished by the communities
- Develop the KESHKEN website, which will host the traceability information
- Start implementing the strategic marketing plan (opportunities, strategies, branding management and marketing tools)
Product: Keshken website (www.keshken.com)
Financial Partners: Ministère de l’Agriculture, des Pêcheries et de l’Alimentation du Québec, Canadian Economic Development for Québec Regions
Partner: Ecotrust Canada
Project Manager: Annie Gallant