Discover New Brunswick: Learn, taste & experience

Discover New Brunswick: Learn, taste & experience

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An exclusive culinary discovery trip

On Monday, April 7, 2025, Phaff Export Marketing hosted an exclusive culinary discovery trip at the Miele Experience Center in Vianen. During this inspiring afternoon, invited guests discovered the unique taste, versatility, and premium quality of UHP lobster and snow crab from New Brunswick, Canada.

Participants learned about the origin, sustainable fishing practices, and culinary potential of these Canadian delicacies. They also tasted how these products shine in elegant dishes and experimented with new preparation methods and flavor combinations, together with the chefs from Miele.

Whether they were chefs, food journalists, influencers, or buyers, this event offered them a chance to experience why New Brunswick seafood is loved by professionals around the world. 

Program

An inspiring afternoon filled with flavor, knowledge, and experience.

From 12:30 PM – Welcome & walk-in lunch
Guests enjoyed a delicious lunch where UHP lobster and snow crab took center stage. They tasted pure, natural flavors and surprising combinations that showcased the quality of these Canadian products.

1:30 PM – Welcome, presentation & masterclass
Participants were introduced to New Brunswick and its treasures during a short presentation and live cooking demo by the Miele chefs. Different preparation techniques were demonstrated, followed by tastings of the freshly prepared dishes.

2:30 PM – Jam session: Get creative!
In pairs and under the guidance of the Miele team, guests got hands-on in the kitchen to create their own dishes using UHP lobster and snow crab. Creativity was flowing, and new ideas were born.

4:30 PM – Presentation & tasting
To end the day, participants presented their dishes and tasted each other's creations, a great moment of inspiration, exchange, and flavor. 

Organization

This event was organized by Phaff, the European representative of the New Brunswick Department of Agriculture, Aquaculture & Fisheries.

New Brunswick: Pure, sustainable, and premium quality

On the rugged east coast of Canada lies New Brunswick, a province where wide sandy beaches meet the deep, icy waters of the Atlantic Ocean. Here, the world's highest tides alternate with vast farmlands. For generations, these natural riches have been carefully managed. That’s why New Brunswick is known worldwide for its sustainable fisheries and high-quality agrifood products.

Thanks to unique microclimates and a strong focus on craftsmanship, fishers, farmers, and producers here deliver the best: from freshly caught seafood to authentic land-based flavors. Every taste from New Brunswick reflects the purity and quality of this special region.

UHP lobster & snow crab: Two culinary treasures

The cold, deep waters of New Brunswick are home to two culinary icons: UHP lobster and snow crab. For generations, they’ve been at the heart of local fishing communities, where sustainability, craftsmanship, and innovation matter most. Thanks to careful harvesting and processing, they keep their pure flavor, delicate texture, and nutrients, making them a favorite among top chefs.

Discover New Brunswick snow crab

New Brunswick snow crab is known worldwide for its sweet, refined flavor and firm texture. The fishery is strictly managed and sustainable, ensuring the crab population stays healthy and the quality remains top-notch.

With advanced processing, the crab is preserved immediately after catch, keeping taste, color, and nutrients perfectly intact. With its slightly sweet, firm meat, New Brunswick snow crab is a favorite in both classic and modern dishes.

Want to know more about New Brunswick or future events?

Contact Agnes Huetink at agnes@phaff.com or +31 (0)36 760 7100.