McGraw Seafood: Honouring Tradition, Embracing Innovation

McGraw Seafood, a First Nations-owned seafood processing company in Tracadie-Sheila, NB, has a remarkable story of resilience, growth, and community collaboration. Founded in 1973, the company specializes in processing Canadian snow crab, known for its sweet, delicate flavour and tender meat. In 2008, the Elsipogtog First Nation acquired McGraw Seafood, vertically integrating itself into the supply chain as a significant snow crab quota owner.

"The purchase was not just about business; it was about creating long-term opportunities for the community," said Jake Augustine, the company's general manager. The benefits generated by McGraw Seafood are used to aid in the well-being of the Elsipogtog First Nation, ensuring economic growth and sustainability.

The company has grown significantly over the years, employing 200 individuals, primarily Acadians from the area, and working with another 150 Indigenous fishermen who supply raw materials directly to the plant. "We take great pride in fostering strong relationships between the Mi'kmaq and Acadian communities, built on mutual respect and shared history," Augustine noted. "Our shared past and strong partnerships have helped us navigate the evolving seafood industry and continue to thrive despite challenges."

The Indigenous and Acadian Partnership

This enduring partnership between the Mi'kmaq and Acadian communities is what makes McGraw Seafood so special. The collaboration is rooted in centuries of mutual support and shared experiences. "Historically, the Mi'kmaq and Acadians have always been allies," Augustine shared. "We continue to honour that legacy by working side by side in our operations today." The company's workforce reflects this rich cultural heritage, fostering a unique blend of traditions, languages, and shared values that contribute to the company's ongoing success.

A key part of McGraw Seafood's mission is to bring honour to the Elsipogtog First Nation and showcase the collaboration between the Mi'kmaq and Acadian communities. "We want people to walk into their local grocery stores and see our brand, feeling proud of what we've built together," Augustine explained. "We take great pride in fostering strong relationships and mutual respect."

Challenges and Growth in a Changing Market

A significant contributor to McGraw Seafood's growth and success has been Gilles Thériault, who played a pivotal role in shaping the company's strategic direction. As a key figure in the acquisition process, Thériault provided valuable guidance and leadership in navigating the complex seafood industry landscape. His expertise in market expansion and operational efficiency helped McGraw Seafood transition smoothly to First Nations ownership and establish itself as a leader in the industry. "Gilles' experience and dedication were instrumental in our expansion efforts, and his insights have had a lasting impact on our operations," Augustine noted.

Between 2014 and 2019, McGraw Seafood experienced exponential growth, thanks in part to the increasing demand for snow crab driven by the popular U.S. TV show Deadliest Catch. This surge saw a dramatic shift in McGraw Seafood's market, transitioning from supplying 90% of their product to Japan to now serving 90% of the U.S. market. "The American market was ready to buy in bulk, and it changed everything for us," Augustine said.

However, with growth came significant hurdles. McGraw Seafood faced challenges during the COVID-19 pandemic, which initially caused a surge in demand but later led to a 75% price drop within three months. "We had to adapt quickly, exploring new markets and strategies to diversify our customer base," said Augustine. "We now have our eyes set on expanding into the Middle East and Europe, but we're also looking at opportunities right here in New Brunswick. Our team is constantly exploring innovative solutions to stay ahead."

A Vision for the Future

In 2021, McGraw Seafood undertook a $25 million expansion project to modernize their facilities and explore new product lines, such as redfish. "Redfish hasn't been sourced locally for over 30 years," they explained. "We're excited to be part of reintroducing it to the market. This diversification is essential for our long-term success as we adapt to changing quotas and market demands. Redfish presents a unique opportunity to extend our production season and provide year-round employment for our dedicated staff."

Looking ahead, McGraw Seafood is committed to furthering its local presence through initiatives like its partnership with Savour NB. "Being part of Savour NB allows us to connect more deeply with local consumers and promote New Brunswick-sourced seafood," Augustine said. "It's not just about business; it's about storytelling, heritage, and celebrating our community."

Additionally, the company is focused on sustainability initiatives, including reducing waste, implementing energy-efficient processing methods, and working with local organizations to protect the marine environment. "Our goal is to ensure the long-term health of the industry and the ecosystems we rely on," Augustine said.

As they continue to navigate the ever-changing seafood industry, McGraw Seafood remains a shining example of how tradition and innovation can go hand-in-hand. They create a legacy that honours the past while embracing the future. "We're proud of where we've come from and excited about where we're headed," Augustine concluded. "And we're just getting started."