HALIFAX -- The Lobster Council of Canada has a new branding strategy and logo that it hopes will help do a better job of competing in the global marketplace.
The council's president, Jeff Malloy, says Canada remains a world leader in lobster harvesting, live shipping and processing.
However, he says the industry's fragmented structure has led to mixed messages.
Fisheries ministers from the Maritimes have said they hope to implement a levy by the end of the year to help market the lobster industry but further consultation is needed with fisheries organizations.
The levy was proposed last November by a three-member panel that reviewed the lobster industry and it's estimated about $2.5 million a year could be collected through the fee.
Lobster fishermen have been frustrated with slumping prices to the point where some of them tied up their boats at wharves last year to draw attention the struggles of their industry.
The council says the industry is worth about $1.7 billion to the Canadian economy.
Executive director Geoff Irvine says the industry is poised to take advantage of Canada's new free trade deals with Europe and Korea.
