Okay. You kind of skipped on MSC certification. You talked about investment and value-added programs, the federal government in a crisis like this, and access management. So basically there are four things.
Look, I'll tell you something. I'm for certification. We've been working on the market side for ages, and its not great, but since I've come into it, for four years one of the things I've really been clear on is that the markets have changed and the world has changed. The wharf is no longer your marketplace; the world is. We have to be reactionary to what the world changes are and what's happening in the world.
MSC certification is that opportunity that separates us, that shows our fisheries have been certified. It's well managed, it's sustainable, and there are a lot of aspects to it. There are a lot of parameters to go into MSC certification.
Do I feel the models for MSC certification really work? I'd have to question it, because there are so many different models. There are so many certification brands out there. But MSC certification or certification of some kind is coming on very strongly, and every supermarket chain is coming out of the woodwork. There's Loblaws; there's Provigo. They're just lining right up, because they want to make sure whatever fishery products come into their retail operations are from a sustainable resource.
In New Brunswick most of our fisheries are from a sustainable resource. I really would like to see us come out with a made in New Brunswick solution for sustainable products, because I think we position ourselves in the world market to be a world leader, and we're recognized around the world.
If I can segue for just a moment, the lobster trust foundation that we've established is to protect lobsters for generations upon generations to come, and we've been recognized around the world. There's the Darden's restaurant chain that partnered with us on this a few years back, and we finally came to the realization that it's here.
My objective is to have anywhere between $30 million and $40 million in this trust fund, so that when we start doing lobster habitat restoration or lobster enhancement, then we're in the game.
Just quickly on that topic, on the sustainability side with the trust foundation, we're recognized around the world as being a contributor on the sustainable side. Can this model be moved into Nova Scotia and Prince Edward Island and possibly Newfoundland? I really think it can. I think there's an opportunity here, and just on the lobster side, with that aspect of certification, I think we can move forward with our own plan in Atlantic Canada with this sustainability. We're not only doing the talk; we're actually doing the walk.
Quickly, I'll turn to investments on value-added.
I heard the little beeper going. I don't know if that's a signal that I was supposed to kind of quieten down there. I think at the last committee you said my time ran out, so I'll just....
You talk about investment in value-added. For years we get into this thing of packing and shipping commodities: let's pack and ship, pack and ship. Well, why don't we add the value that's needed right here in Canada, so we provide a product to the marketplace that's suitable for that market? It's not rocket science; it's just a matter of going to the market and finding out what their demands are, what it is they truly need, and let's process it right here.
Just as an example, in the Acadian Peninsula we're used to packing and shipping herring roe—pack and ship, pack and ship. I've got to tell you that the seafood processing plants in New Brunswick are extremely innovative. They've gone to the Japanese and worked with them and asked how they could provide a product for them that's market ready. So they've started that process where they're actually doing the packaging of the herring roe in New Brunswick and getting it to the marketplace, and it is exactly what they're looking for, exactly to their specifications, and a very high standard at the same time.
So yes, value-added is tremendous, because if you're shipping commodities, you're not maximizing your price. Let's find the mechanisms that you can further outweigh and get a better price on yield instead of just getting that commodity out the door.