The Canadian province of Nova Scotia has launched a new international seafood brand, with a specific focus on targeting the Chinese market, reports Yahoo Finance. 

The province hosted a media launch Friday at the Four Seasons hotel in Shenzhen to mark the official announcement of ‘Nova Scotia Seafood’. Premier Stephen McNeil joined the Fisheries and Aquaculture minister Keith Colwell to launch the new brand in China.

China is a priority market for the province, and seafood exports have grown from $14 million in 2009 to $208m in 2015.

The brand is designed to raise the value and awareness of Nova Scotia seafood through retail, foodservice, and online promotions; marketing collateral; in–bound missions for members of the overseas trade and press; trade shows; out–bound trade missions and advertising.

“Nova Scotia leads the world for high quality fish and seafood, such as lobster and sea cucumbers, all harvested from the cold and pristine waters of the Atlantic Ocean,” said Nova Scotia Premier Stephen McNeil. “Nova Scotia is Canada’s number one exporter of seafood.”

Nova Scotia seafood’s new mark is inspired by nautical design with clean lines and clear type. The coordinates, 45° north 63° west, are the center point in the province.

“Nova Scotia seafood is highly sought-after for its wild, premium quality products, exceptional food safety standards, and unmatched taste,” said Nova Scotia Fisheries and Aquaculture Minister, Keith Colwell.

“Our seafood is handled with the utmost care every step of the way – from the boats to the dock and our processing plants, we ensure it tastes as fresh as the day it was caught.”