02/04/2015 11:06 EST | Updated 04/06/2015 05:59 EDT

Lobster industry group unveils new marketing strategy, but funding still needed

HALIFAX - The Lobster Council of Canada says it has drafted a new marketing strategy for the industry.

The group says the plan is aimed at growing a business worth $1.7 billion to the national economy.

Executive director Geoff Irvine says the key message of the strategy is simple: "The best lobster in the world comes from Canada."

The marketing plan will draw attention to Canada's food safety standards and the sustainability of the industry.

Irvine says the plan is to grow export markets, where he says the Canadian brand is synonymous with quality seafood caught in pristine waters.

However, the plan is dependent on funding in the form of a levy from harvesters, buyers and processors, a mechanism the industry says should be in place some time this spring.