'There's Shrimp…Then There's Coldwater Shrimp"

Newfoundland Seafood Market Council Launches West Coast Initiative

The Newfoundland Seafood Market Council was created in 1993 to coordinate the efforts of government and industry in promoting Newfoundland Seafood in world markets. This year saw the launch of a Coldwater Shrimp Initiative whereby processors are working together with the Council to promote and market Newfoundland Coldwater Shrimp in the global marketplace, especially in the United States. Over the past six months, the Council has participated in various trade shows: from the International Boston Seafood Show to the New York Restaurant and Foodservice Show to the upcoming International West Coast Seafood Show. These Council initiatives are all in an effort to educate the consumer about the difference between coldwater and warm water shrimp, and more importantly about the features of Newfoundland Coldwater Shrimp.

Pandalus Borealis or Coldwater Shrimp flourish in the icy North Atlantic off the coast of Newfoundland and Labrador whereas its warm water cousins, Penaeus inhabit the tropical and subtropical waters of both the Pacific and Atlantic, a difference that is more than just academic.

Newfoundland Coldwater Shrimp take longer to mature in their cold environment, giving them a delicate, sweet flavour and a juicy, firm texture; requiring no preservatives or artificial colouring. "It is always satisfying to see people's reaction when they try our shrimp for the first time", says Gerry Donovan, Executive

Director of the Council. "Without exception, the response is one of pleasant surprise. I invite people to discover the taste for themselves."

In addition to being a standout in its natural form, this versatile shrimp can also be used inventively in recipes for salads or pizzas, omelets or pasta dishes, soups or sandwiches – and the list goes on. As an ingredient or as the finishing touch to a dish, its characteristic pink and white colouring makes Newfoundland Coldwater Shrimp as appealing to the eye as it is to the palate.

Newfoundland and Labrador's pristine waters, fed by frigid Arctic currents, yield a premium raw material. For more than thirty years, the Newfoundland Coldwater Shrimp fishery has grown and developed, making the Province one of the world's leading supplier's of coldwater shrimp. Proper handling on board, dockside monitoring and grading, and processing in state-of-the-art, federally registered plants, ensure that Newfoundland Coldwater Shrimp meet the highest quality standard. This guarantees a consistent supply of quality product time and time again.

What does that mean in practical terms to foodservice operators? Newfoundland is in the unique position to offer a solid alternative to other shrimp species, one that has Superior Taste, Stable Price and Consistent Supply. For more information on Newfoundland Coldwater Shrimp and other seafood available from that region, visit the Council's website at www.newfoundlandseafood.com.

Cold Water Shrimp Wrap

Ingredients:

5 lbs Coldwater Shrimp

2 cups mayonnaise

1 cup sour cream

2 tbs chopped cilantro

1 tbs of chili powder

Salt and Pepper to taste

Juice of two lines

Pinch of sugar

Thaw shrimp and drain well. Combine with the remaining ingredients.

For the Roll-up:

Large white tortillas

Julienne Bermuda Onion

Julienne Romaine Lettuce

Julienne of red, green, and yellow peppers, mixed

Preparation:

Using a single tortilla, place 5 oz of shrimp salad in the center.Top with onion, peppers and lettuce. Fold in 1" to 2" of each end and roll tightly to close. Cut in half for presentation.

For additional recipes, visit our web site at www.newfoundlandseafood.com

" There's Shrimp…Then There's Newfoundland Coldwater Shrimp" is the message that the Newfoundland Seafood Market Council is bringing to the Moscone Centre during the Western Foodservice and Hospitality Expo, August 19-21, 2000. This is the first time that Newfoundland will be represented at the show and the timing couldn't be better.

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