Maybe New York Yankees baseball player Derek Jeter should stick with the High Liner fish sticks after missing a day of spring training last week due to “bad fish.”

The same day, Nova Scotia-based frozen seafood giant High Liner Foods Inc. said it wants to "bulletproof" its supply chain, stating in a corporate document,

"Becoming ‘bulletproof’ on food safety will allow us to continue to use China for primary processing and manage the risk to our businesses and brands. An important aspect of food safety is traceability in the supply chain — an area we remain keenly focused on continuing to improve. …

“Consumers are focused on food safety and have expressed concerns about food labelled ‘Product of China.’ We do a lot of primary processing in China because the costs are substantially lower than anywhere else. We have worked hard in establishing a procurement structure that allows us to be confident in our quality, no matter where the primary processing is done.

"In many cases, moving the primary processing to another developing country does not solve the problem, and moving it to North America or industrialized Europe would increase costs significantly at a time when consumers are searching for value."

The story goes on to say, and I’m not making this up, the tagline for the iconic Captain High Liner, a seafarer who introduces a young boy to frozen fish in the company’s ads, would likely be stuck in the collective conscious of a generation of Canadians now approaching middle age.