McGraw Seafood’s unique story where crab meets community 

What do crab legs, snowplows and Loblaw have in common? McGraw Seafood of course. Located in Tracadie-Sheila, New Brunswick, McGraw Seafood was purchased from its original founder by a group of fishermen in 1987.   

Trying times accompanied by an interest to support the local community, led to an opportunity for the Elsipogtog First Nation, who then purchased the plant in 2008. This investment created 200 positions held primarily by Acadians from the area, in addition to the employment of another 150 Indigenous fishermen who sell raw materials directly to the plant. 

Although product was caught locally and processed in house, McGraw was primarily supplying to American and Japanese markets for 14 years. That all changed in 2022, when general manager, Jake Augustine made a connection with seafood procurement director Danielle Black and seafood procurement buyer Michelle Johanis from Loblaw.  

McGraw Seafood’s marketing manager Robbie Graham describes that time as the ultimate ‘crab crisis’. “It was the worst year for crab in the entire fishing industry. Product wasn’t moving, but Loblaw wanted to invest in something local for Canadians.” 

The new partnership generated a lot of excitement, including the opportunity for a local rebrand. McGraw’s line of Tekpa products was created to honor their Indigenous roots. In the Indigenous language of the Mi'kmaq, ‘Tekpa’ is meant to signify that their product comes from the cold waters of Canada and provides customers with selections that are fished and processed by First Nations.  

The revenue generated by McGraw Seafood is used to fund a variety of programs and initiatives that benefit the community. These include purchasing snowplows, school buses, education and training programs, cultural activities and more.  

Robbie, Danielle and Michelle continue fishing for opportunities to satisfy customers one leg at a time. 

McGraw Seafood and Tekpa products are available nationally, across our market division and select discount division locations including Loblaws, Loblaws City Market, Your Independent Grocer, Atlantic Superstore, Real Canadian Superstore (Ontario and West), Zehrs, Provigo and Provigo Le Marché.