Prince Edward Island is home to some of the tastiest lobster rolls you can find, and the first ever PEI Lobster Love campaign confirmed this.
Throughout the campaign, which ran from July 6 to 31, 75 restaurants from across the Island served up their best PEI lobster rolls as they competed for the title of ‘Most Loved Lobster Roll’.
PEI Lobster Love, created and managed by Fresh Media, was presented in partnership between Lobster PEI, the PEI Department of Fisheries and Communities, and Canada’s Food Island.
“We knew launching the campaign during COVID-19 would be challenging,” said Fresh Media President, Melody Dover. “But we are absolutely thrilled with the support the campaign received, and how it was able to help so many local businesses during such uncertain times.”
When all the lobster rolls were counted, there were 25,210 sold; that’s approximately 1,000 lobster rolls each day. This equalled 6,466 pounds of fresh PEI lobster being enjoyed, and sales of just the lobster roll dishes totalled $456,270.
“I would like to thank everyone involved in this great initiative, from the restaurants to the Islanders that supported local restaurants during this difficult time.
“I had the pleasure of trying many of the different Lobster Love creations across PEI, and I must say they were all delicious. Now more than ever it is important that we continue to support our local seafood industries.” - Hon. Jamie Fox, Minister of Fisheries and Communities
As for the first ever ‘Most Loved Lobster Roll’, the winner was The Lobster Barn Pub & Eatery. Their winning dish was named The Classic Sweet & Salty, showing that fans are still in love with the traditional PEI lobster roll. The Lobster Barn’s winning entry featured 5.5 ounces of PEI lobster mixed with homemade mayonnaise, and served on a toasted roll with romaine lettuce.
“We would like to thank the 75 restaurants who participated and the many Islanders who went out to support our industry and local businesses during these challenging times," said Lobster PEI Board Chair Charlie McGeoghegan. “It was wonderful to see PEI lobster celebrated and enjoyed across the Island.”
“Celebrating our hardworking Island lobster fishers as a proud supporter of the first-ever PEI Lobster Love is one of the many reasons why we are called Canada's Food Island," added Food Island Partnership Chair Mitch Cobb.
For those wanting to try the Most Loved Lobster Roll, it remains on the menu at The Lobster Barn in Victoria-By-The-Sea.
Media contact(s):
Kip Ready
Department of Fisheries and Communities
902-314-3407
kjready@gov.pe.ca
Melody Dover
Fresh Media
902-367-3233
melody@freshmedia.ca
Charlotte Campbell
Lobster PEI
902-388-4412
charlotte@lobsterpei.ca
Morgan Martin
Food Island Partnership
902-367-4411
morgan@foodislandpei.ca