Pioneering Underutilized Species: The Ocean Pride Fisheries Story

From herring roe to dogfish to sea cucumber, Ocean Pride Fisheries has built a legacy of innovation, resilience and community spirt in Wedgeport, Nova Scotia. 

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Founded in 1986 by Milton LeBlanc, Ocean Pride Fisheries started as a small operation serving the Japanese herring roe market. When that industry shifted, LeBlanc saw opportunity, first with dogfish, and then in 1999 with sea cucumber. Today, what began as a small pilot project has grown into the largest vertically integrated sea cucumber operation in North America, supplying markets across Asia. 

Why sea cucumber? 

Jules LeBlanc, President of Ocean Pride and son of founder Milton LeBlanc, credits a mix of luck and good timing. A dogfish customer introduced the idea after purchasing sea cucumber from Maine. Given the close proximity of Maine and Nova Scotia, the buyer asked Milton if he would be interested in exploring the harvest and processing of this species locally. Ocean Pride went on to become the first Atlantic Canadian company to target, process, and export sea cucumber to Hong Kong, Korea, and China.

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Big loads, bigger ambitions 

Ocean Pride’s sea cucumber operations started with deliveries arriving in a half-ton truck. Today, the company moves multiple tractor trailers per fishing trip. Although early sales were slow and unprofitable, LeBlanc recognized the potential for diversification and persisted, confident in the market’s gradual but promising growth. 

Sustaining oceans, sustaining business 

Ocean Pride invests annually in scientific research, using sea-bottom cameras to monitor biomass and find new fishing areas to support a long-term “bed rotation” harvest strategy. Every vessel load is tracked for catch efficiency and size, with data analyzed by a fisheries biologist and shared annually with the Department of Fisheries & Oceans. Ocean Pride is committed to ensuring the future of its fishery through responsible, science-based practices. 

Weathering shifting tides 

From the 2008 financial crisis to COVID-19 and current trade tariffs in China, Ocean Pride has weathered global challenges through adaptability and a willingness to explore new markets. Their participation in Invest Nova Scotia’s Export Development Program (EDP) opened doors to diversification and expansion.  

Ocean Pride recently participated in EDP through a trade mission to Taiwan and Hong Kong. The program’s matchmaking, travel support, international exhibition opportunities, and global Trade Commissioner connections have helped us advance our goals of diversification and expansion. 

- Jules LeBlanc, President of Ocean Pride Fisheries 

Future initiatives and innovation 

Ocean Pride Fisheries is now developing value-added projects, transforming under-valued products, including byproducts from their own production and low-value fish sourced externally, into higher-value supplements, health products, and pet foods.

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Community support and engagement 

Ocean Pride is deeply connected to Wedgeport, supporting local events, lending equipment, sponsoring athletes, and contributing annually to the Royal Canadian Legion in support of veterans. Since 2004, they’ve supported the annual Wedgeport Tuna Fishing Tournament and Family Softball Tournament, with the “Milton J. LeBlanc Memorial Trophy” awarded for the largest tuna. 

With an eye on innovation, market growth and community support, Ocean Pride Fisheries continues to chart a course for resilience and success, both at sea and at home. 

Could your business be Nova Scotia’s next success story? Reach out to the Regional Business Advisor nearest you.