Ocean Choice International's New Brand Invites Customers to See Food Differently

Well-known Seafood Company Launches New Brand, Logo and Website

ST. JOHN'S, Canada, March 17, 2011 - Ocean Choice International (OCI) today launched a fresh new corporate
brand focusing on the Company's three pillars: customer service, product
quality and sustainability. The new brand, logo, tagline - see food
differently, and website aim to raise awareness of the company, its quality
products and sustainable fishing practices.

"Our new brand aligns with our business strategy for current and
long-term success," said Martin Sullivan, CEO. "The fresh design echoes our
commitment to sustainability, innovation and leadership and gives our
customers a sense of our premium seafood products and our commitment to
meaningful business relationships."

The creative look of OCI's new brand positions seafood products from a
different perspective - up-close and personal - that allows customers to see
the texture, colour and detail of the company's premium products.

It also helps focus on OCI's sustainability pillar. "We call it Always
Fish, and it means we're committed to new and progressive thinking," said
Sullivan. "Three of our major fisheries have been recognized with MSC
certification and we are working diligently to have all of our products
third-party accredited by 2013."

The new brand also positions OCI for the future as one of Canada's
largest wild seafood quota holders. "As we see recovery in several key
species, OCI, as a vertically integrated seafood company, will evolve and
grow," said Sullivan. "Our customers recognize our three pillars - service,
quality and sustainability - as features that set good suppliers apart. Our
new positioning supports our differences and leadership."

OCI launched its new brand in time for the 2011 International Boston
Seafood Show, March 20-22.

"What better venue than the Boston Seafood Show, amongst industry
colleagues, customers and friends to launch our new brand," said Sullivan.

OCI is one of Canada's leading vertically integrated seafood harvesting,
processing and marketing companies with operations throughout Atlantic Canada
and Sales and Marketing offices around the world. As Canada's largest wild
fish quota holder, OCI is a leader in fishing and processing technology and
market development.

OCI's new brand can be experienced at www.oceanchoice.com.

For further information:

Paula Kieley, +1-(709)-782-7122, pkieley@oceanchoice.com

Nancy O'Connor, +1-(709)-631-2674, nancy@m5pr.ca

For further information: Paula Kieley, +1-(709)-782-7122, pkieley at oceanchoice.com. Nancy O'Connor, +1-(709)-631-2674, nancy at m5pr.ca