New food-safe bands are to replace the rubber bands around lobster claws used in the past 35 years, following a new branding exercise from Canadian Atlantic Lobster.

Canadian Atlantic Lobster, Inc. also known as CAL, is a new initiative that is working alongside local lobster fishermen and the Canadian fishing industry to do a “system reset” for east coast economy and communities, the project team said.

The organization hopes working together and clearly branding all Canadian lobster sold worldwide will increase awareness of the superior product and exactly where it is coming from.

The founder of CAL, Inc. Patrick Swim explained that they’ve created bands that are food safe and have no smell to replace the rubber bands.

“Not everyone in the world knows how to properly cook a lobster. Many people throw them in the pot, rubber bands on and all, and we know this can affect the smell and taste.”

“Our bands not only have no smell or taste when cooked, but they also proudly showcase our world-class logo and domain with the prominent Canadian maple leaf. There’s no mistaking where these guys came from,” said Swim.

Canada sells a huge percentage of their live lobster to the United States, which then markets them around the world as Maine or “Boston lobster”, a product of the US, said CAL.

The new branded bands around the Canadian lobsters’ claws is just one of the ways CAL is trying to reclaim the product and "the hard work of local fishers and industry participants".

CAL's “Triple A” -- with regards to quality -- are dye cut and shaped like a lobster claw. Scanning the QR Code will show a micro site, profile and short video highlighting the fishery and community of one of the 42 lobster fishing areas in Atlantic Canada.

Only the members/owners of CAL that are certified through their online process that is in development will be able to use the Triple Eh! tags. ARTICLE LINK