HALIFAX, April 12, 2013 /PRNewswire/ - A.C. Covert Distributor of Dartmouth, Nova Scotia, is launching an exclusive brand of wild-caught seafood called Jail Island Seafood. (Photo: http://photos.prnewswire.com/prnh/20130412/MO946) Catch that meets strict product specifications will be sourced from local fishers around the province, then branded and sold under the label Jail Island Seafood. The initial line up is expected to be hook and line caught halibut, haddock and swordfish, depending on what is in season and meets the Jail Island specifications. "The brand", says Mike McGlone,General Manager of A.C.Covert, " is designed to deliver on 5 key promises: to be fresh, local, premium, traceable and responsible." McGlone, who joined the local seafood distributor 5 years ago after successfully operating his own fishmonger business at the local Halifax market for 12 years, had the idea for a branded fresh seafood product line. "I'd spend all day talking to people- consumers and chefs alike- who wanted a better understanding of what they were selecting and how it was going to perform in the pan or taste on the plate. I spent more time in front of the counter educating customers than behind the counter selling." After joining Covert, Mike soon learned that there was an even greater opportunity for education and careful sourcing. "Customers are alike no matter how large or small your business. They want a better connection with their food. They want the mystery out and the assurance in." Previous market experience only confirmed what Mike was reading in relation to food trends research; there was a growing movement and demand for fresh and local food. Local chef and restaurateur,Craig Flinn, owner of Halifax's celebrated Chives Canadian Bistro and author of several cookbooks (including one entitled Fresh and Local), has stepped up to endorse the new brand initiative. "I like that Jail Island is responsibly caught and,being fresh and local,supports our local ﬁshers and communities. It feels great and gives my guests and me a great story to add to a great dining experience. "