Little fish, big business

IMO Limited president and general manager, Phil LeBlanc, says that per capita, Australia consumes way more fish, including canned fish, than Canada. “We’re packing some of the same products, the same brands, and we’re selling almost 10 times the volume in Australia than we sell in Canada,” he said.

IMO's main product is kipper snacks made from Bay of Fundy herring - which include lines packed in various sauces like mustard, tomato sauce, paprika, pepper, beer and horseradish. All told, there are close to 100 varieties.

LeBlanc explains that IMO supplies the Kersen line in Nova Scotia and is a private label packer for many customers outside the province, including Cloverleaf, John West and Bella Baie.

Just five percent of IMO products are exported throughout Canada, with Newfoundland a strong buyer.

The biggest thing limiting IMO’s market, says LeBlanc, is that people haven’t tried the product. “Anytime that we have done trade shows or consumer shows people that taste it say they would eat it,” he said. “The more fish you eat, the greater the chance is that you will eat canned fish. The products we produce aren’t mainstream tuna and salmon, which is what people that don’t eat fish often eat. They might not know how to prepare it,” he said.

Although Japan might appear to be a potential market, LeBlanc says consumers there prefer specialty, high-end products like herring roe and fresh sushi.

One thing the herring does have going for it is the Omega 3 content. “Herring is packed with Omega 3. People are becoming more knowledgeable about that,” said LeBlanc. “One can of the kippered snacks has over two grams of Omega 3 in it and a capsule is generally four or five hundred milligrams. You’d get your whole week’s Omega 3 requirement in one can,” he said.

LeBlanc suggests using kipper snacks on bagels with cream cheese or blended with soft cheeses to make a dip. The products are also good in stir frys or salads. “You can also make your side dish like noodles or potatoes, then heat a can very quickly in hot water to have a meal in minutes,” he said.

IMO products are available locally at Sobeys and Atlantic Superstore, and in cases from the plant on Water Street.