P.E.I. Go Lobster campaign champions crustacean consumption

The Summerside Lobster Festival launched its third Go Lobster campaign Monday, aiming to get more people eating lobster by offering special lobster dishes at more than 20 local restaurants throughoutJuly.

Locally, I think we don't appreciate it [lobster] as much as we probably should be. Don Quarles, Summerside Lobster Festival

During last year's promotion, restaurants served more than 6,000 lobster mealssaid Don Quarles, executive director of the Summerside Lobster Festival and this year, they're aiming higher.

"I personally would like to see at least 8,000 served. And I have a feeling we have a good shot of that," said Quarles.

The campaign is an important promotional tool said Alan McIsaac, P.E.I.'s Minister of Agriculture and Fisheries.

'Amazing resource'

"We have an excellent product come out of the sea, we have great crops coming out of our province," said McIsaac.

"We can't just sit back and rest on our laurels, sales that we've made in the past. We need to promote, promote, promote."

It's a sentiment echoed by Quarles, who hopes the Go Lobster campaign will help bring lobster to a wider audience.

"Lobster is one of Canada's biggestexports. But I think locally, I think we don't appreciate it as much as we probably should be. And I think really that's what this campaign is about, is really appreciating an amazing resource that we have here on P.E.I.," said Quarles.