Aquaculture heroes to precede Captain America in theaters

Today, February 14, Marvel Studios' new movie 'Captain America: Brave New World' arrives in theaters around the world and the Atlantic Canada Fish Farmers Association (ACFFA) will take advantage of the fact that all eyes will be on the Marvel hero to introduce moviegoers to other heroes: those of aquaculture.

ACFFA's video highlighting careers in salmon farming will be part of the Captain America pre-show in New Brunswick Cineplex theaters from Feb 14-27. In addition, photos and videos of people who work in aquaculture will also be featured in theatre concession areas from Feb 14-22. They will be present in five cities in the region: Dieppe, Moncton, Fredericton, Saint John, and Miramichi.

Those who go to theatres to discover the new Captain America - now played by American actor Anthony Mackie - will also discover Quincy King, Occupational Diver; Kyara Lord, Fish Health Tech; Rogan Leach, Laboratory Manager; Amanda Borchardt, Fish Health Veterinarian; Maegan Burtt, Conservation Specialist. All of them Atlantic Canadians working on salmon farming.

As the Atlantic Canada Fish Farmers Association highlights on its website, aquaculture has the youngest workforce of any agriculture sector in Canada. As it also says, the possibilities are endless, and most jobs in this sector are year-round, well-paying and include benefits. However, talent attraction is one of the biggest challenges facing the aquaculture industry globally.

Each country approaches this challenge in a different way, and WeAreAquaculture has highlighted some examples recently. Salmon Scotland, for example, does so by attending high school Careers Days to raise awareness of employment opportunities within the growing Scottish salmon sector.

In Norway, the NCE Seafood Innovation Trainee Program welcomes graduates with bachelor's or master's degrees from various disciplines, including aquaculture and, according to the latest data, applications have increased by 40%.

In Atlantic Canada, preceding Captain America, the big screen will be the means aquaculture heroes will show younger audiences that salmon farming can be an exciting career choice. "It certainly is a 'Brave New World' for our communications and we couldn't be more excited!" ACFFA said.

For those interested, tickets are now available. Captain America, the stars of the Atlantic Canada Fish Farmers Association, and who knows if a future career in fish farming are waiting at Cineplex Cinemas in New Brunswick starting today.