In 2017, we'll continue to advance this mission with a new generation of customer-focused innovations aimed at realizing these objectives. One of the ways we hope to change conventional attitudes toward frozen fish is by making it taste as good as fresh. Our newest proprietary technique starts with the finest quality seafood and marinates it in an all-natural recipe before it is flash frozen to lock in moisture and freshness. We are excited by the potential of applying this process to more products in the years ahead.
The same spirit of innovation can be seen at work with a new line of products that will be introduced to the Canadian retail market mid-2017 featuring a patented foolproof cooking technology. This technology enables anyone to serve perfectly cooked seafood in under 10 minutes, with minimal effort or mess.
We are introducing a fully cooked, meal-ready salmon strip that will make it easy to enjoy seafood as a protein option with pasta, salads, sandwiches, tacos, and many other dishes.
At the same time, we are doing our best to raise public awareness on the virtues of our delicious frozen seafood products. In February, we launched an ambitious marketing program in Canada to support these and other product innovations. It includes our largest ever digital and social media campaign to help debunk myths surrounding frozen seafood while introducing innovative new products to the market. February signaled the beginning of these initiatives with the launch of 'Fish Slap', an amusingly offbeat ad campaign that tackles category misperceptions head on to help consumers see frozen seafood in a positive new light. This will also be our second year as the Official Frozen Seafood of the NHL®, with associated sponsorships, contests and social and digital media campaigns to promote the High Liner brand and drive seafood consumption.
The quickening pace of new product introductions reflects an unprecedented commitment to innovation engineering (IE) as a core function at High Liner Foods. More than 100 employees have already undergone formal training in IE. Our ultimate objective is to align our innovation strategy across all departments so that it becomes an ingrained part of our corporate culture. In the meantime, IE is helping us increase speed to market, reduce risk, and ensure that all new products answer meaningful consumer needs or trends.
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