"SHARE A SHELL-FIE" (CONTEST) OFFICIAL CONTEST RULES - June 1, 2026

Individuals who participate in the Contest are referred to here as an "Entrant." The owner and facilitator of this contest is the Mussel Industry Council of Prince Edward Island, referred to here as "Sponsor." The Sponsor has partnered with a third party marketing agency to manage various aspects of the contest, and this third party will be referred to as sponsor as well.

By participating in the "Share A Shell-Fie" Contest, Entrants agree to abide by these Official Terms and Conditions.

1) ELIGIBILITY

Contest is open only to individuals who are at least twenty-one (21) years of age on the entry date, and who are legal Canadian residents or American residents. Entrants also agree that this Contest, and all replication implementation communication, is only to be provided in English only.

2) CONTEST PERIOD

The Contest is scheduled to begin on or about June 1, 2026, at 12:00:00 A.M. Atlantic Standard Time (AST), and Entrants will no longer be able to enter after September 30th, 2026, at 12:00:00 A.M. (AST); otherwise known as the contest duration. The prize draw is estimated to occur on October 8, 2026. Any prizing claim will be accepted until 11:59 P.M. AST on December 31, 2026, only.

3) HOW TO ENTER

-1: The full contest entry web page can be accessed via the following URL link: www.peimussel.com/contest. Entrants are only able to enter the Contest via this online access; no other third-party or social platforms are included as part of our official entry submission.

-2: Entrant must complete all form fields on the above contest web page as noted within the entry form.

-3: Upload a photo that must with match the following requirements:

  • Photo must be original, any photos generic or enhanced by artificial intelligence (A.I.) technology will be automatically disqualified.
  • No stock or other licensed third-party photos are allowed; Entrants must be the rightful owner of the photo submitted.
  • Within the submitted photo, the image must clearly contain both the entrant and PEI Mussels. These mussels can either be cooked or uncooked. All other staging components are strictly up to the entrant.
  • Photos that are just of PEI Mussels, inside running vehicle or that will not be eligible for the prize.
  • Other people/humans are allowed in the photo but the official Entrant must be visible.
  • One photo per entry; Entrants can submit multiple photos with each being a standalone entry.
  • There are no maximum entries per Entrant but each submitted photo must be different than previous submissions. Photos can be taken at the same time/location as other entries but the shots must clearly be different angles.

4) PRIZES

There is one (1) GRAND PRIZE to be won during the contest duration with pricing details including, but not limited to, the following:

TRAVEL

  • Return economy class airfare for two (2) to Prince Edward Island, Canada, departing from a major Canadian or American airport nearest the winner's home on the following specific dates only:
    • Departure to Prince Edward Island on June 28, 2027
    • Return flight from Prince Edward Island on July 3, 2027
  • If Entrant is unable to travel during this timeframe, all pricing will be forfeited. Trip extensions and changes are not permitted.
  • Sponsor is responsible for the costs of the return flight plus one (1) checked bag for the entrant and travel companion. Bags must adhere to airline requirements regarding size and weight limitations. Sponsor will also cover all other related taxes such as fuel surcharges, navigational surcharges, airport travel security, charges and airport improvement fees, by example, that are specific to airfare only.
  • Specific airline and flight schedule will be selected by the Sponsor in its sole and absolute discretion. Entrant understands and agrees to any and all short or long layovers between departing airport and Prince Edward Island. It is understood that at no time will layover costs specific to hotel rooms be included in this prize.
  • The Contest winner and his/her respective travel companion are responsible for all costs not expressly described, including, without limitation, to: travel and health insurance, travel documentation (e.g. passports, visas, additional travel baggage, ground transportation to their departing airport, plus any other personal expenses. The travel companion must travel on the same itinerary as the winner.
  • Sponsor is not responsible and will have no liability if the winner and/or travel companion are for any reason not permitted to travel in the relevant airports/authorities or refused flight or other travel element.

ACCOMMODATION

  • Prize includes fees associated with five (5) night, five (5) day stay for two (2) people at a Charlottetown, Prince Edward Island, located private rental suite. Sponsor will select the rental business, at no time is this transferable to another location or property.
  • Entrant understands that the accommodation has one (1) queen-sized bed for both the Entrant and travel companion.
  • Prize includes costs associated with accommodations only, any fees outside of accommodation will be the responsibility of winner, including any applicable taxes. All accommodation amenities strictly up to the Sponsor based on accommodation selected.

TRANSPORTATION

  • Sponsor will greet winner at Charlottetown Airport with a representative driving licensed and companion to accommodation on June 28, 2027. Additionally for the 'Mussel Boat Day' component of the prize (see below), sponsor will be responsible for transportation from initial collection at accommodation, until the completion of final experience on this day, then back to accommodation. Additionally, Sponsor will transport Entrant and companion from accommodations to Charlottetown Airport on the departure date of July 3, 2027.

MUSSEL BOAT DAY

  • Winner will be transported from accommodations Sponsor's official business to board a mussel boat and tour the bay and mussel sock lines. It is understood that winner will adhere to all safety protocols as outlined on the day of by all Sponsor representatives.
  • Once returned to the dock, winner will receive private tour of Sponsor's mussel processing facility, components and duration of tour to be defined at the time of.
  • After tour, Sponsor will drive to the community of Victoria-by-the-Sea, Prince Edward Island, for an approximately one (1) hour period of time. All destinations and experiences to occur during this time to be discussed and mutually agreed upon by Sponsor representatives and winner.
  • Sponsor will then transport winner to the community of Victoria-by-the-Sea, Prince Edward Island, for an approximately ninety-minute (1.5) hour period which will include a complimentary lunch for both Entrant and companion at a restaurant of the Sponsor's selection, includes one (1) entree and one (1) non-alcoholic beverage per plate. Taxes and gratuity.
  • Transportation from Victoria-by-the-Sea to accommodation.
  • Mussel Boat Day is to occur either June 29 or June 30, 2027, only, wise, hot discretion... If weather doesn't allow for safe boat travels during these days, Sponsor will discuss with winner the option for July 2, 2027. If none of these dates are viable, this component of the prize will be removed, no transferral of value to occur.

THEATRE EXPERIENCE

  • Two (2) general admission (1 evening) tickets for live showcase at The Confederation Centre of the Arts in Charlottetown, Prince Edward Island, on June 29, 2027. Performance and showtime to be selected by Sponsor based on availability on that date. Non-transferrable to any other date.

CANADA'S FOOD ISLAND GIFT CARD

  • One (1) per-loaded Canada's Food Island Gift Card to the value of five hundred Canadian dollars ($500 CAD) which can be used at various participating businesses. Winner and Entrant to adhere to all availability and terms as per Canada's Food Island regulations here: https://.../cardinfo/

ADDITIONAL NOTES:

  • Any unclaimed and/or unused prize element will remain the property of Sponsor.
  • Sponsor is not responsible for changes, reschedule or cancellation of any element, all paid for by winner.

5) CONTEST SCHEDULE, WINNER SELECTION AND WINNER NOTIFICATION

Grand Prize Winner will be randomly selected from the previously stated entry method. All entries will be exported as CSV file. From this file, one spreadsheet, or list, row number (using a random number generating platform) will be selected, and the entrant assigned to that row will be formally declared the winner in statement form, however, subject to review of the submitted photo requirements page as previously noted. If it is deemed that the photo does not match standard, standard selection process will continue until a random individual is deemed general winner.

The prize draw will occur at 87 Water Street, Charlottetown, PEI, Canada, on or after September 8, 2026. Any claim to pricing is to be accepted until December 31, 2026, only; the specific winner notification process, and all applicable rules for verification and consumption, is stated below. If the winner does select any traveling companion that they prefer, who aged twenty-one (21) or older at the date of entry submission, and is required to have signed waiver to make up the two (2) official winners.

After the row selection, the Sponsor will notify the potential winner via email provided on all address. Within this email, Sponsor will include a skill-testing question which the potential prize winner must answer without any electronic, mechanical, or other assistance. Sponsor will verify that the potential winner has correctly answered skill-testing question, and, if all other requirements have been met, the Sponsor will declare that the asserted winner is in fact the official winner.

The Sponsor will email and call the selected winner via their submitted primary email and contact phone number weekly until a response is received. This will continue until December 31, 2026. Should there be no response from all outreach, the winner will forfeit all prizes. Specifically, it is understood that the disqualification of potential winner will have no claim against Sponsor in respect of the applicable contest or the prize which he/she may might otherwise have won. In order to claim ownership of any drawn prize to be permitted and rules etc., as on December 31, 2026, in event of unclaimed prizes, all potential prize winners will be redacted by the Sponsor, for eligibility and rules, and all pricing will return to Sponsor unclaimed.

6) ADDITIONAL CONDITIONS

  • Odds of winning a prize will depend on the number of eligible entries received as per the previously noted contest duration.
  • Prize transfers are not allowed, except with the express consent of Sponsor (which may be withheld for any reason). Prizes must be accepted as awarded, as is, and no substitutions, exchange, or conversion to cash will be made unless previously noted.
  • Subject to the provisions of these Official Rules, only the prizes described above will be available to be awarded in this Contest, and in no event shall more than the number of each kind of prize be awarded. Any refusal by a prize winner to accept a prize, as awarded, and, in its entirety, hereby releases and forever discharges Sponsor from all obligations to the prize winner, related to the prize, including delivery of same and the prize will not be awarded in the Contest.
  • By participating in the Contest, the winner and companion releases and agrees to indemnify and hold harmless Sponsor, plus airline provider, accommodation provider, Confederation Centre, and all other businesses in relation to pricing components, Canada's Food Island, plus each of those entities' respective parent companies, subsidiaries, affiliates, franchisees, successors, independent contractors, and all of those entities' respective directors, officers, employees, representatives, and agents from and against any and all liability for any and all costs, injuries, losses, or damages of any kind, including, without limitation, death and injury and property loss or damage, or illness due to food allergies, due in whole or in part, directly or indirectly, to participation in the Contest, or arising out of participation in any Contest-related activity, or due in whole or in part to the acceptance, receipt, use, misuse, in whole or in part, of any prize or prize-related activity, including any activity related thereto; or the use by Sponsor or its designees of any entry or components thereof. The potential winner's standard right to expert as a cost of winning the prize and all costs of verification and submission to heavily redeem said prize, and any claim respecting liability and publicity which might arise from redeeming or seeking to redeem this prize.
  • By participating in the contest, the winner and companion agree to the use by sponsor that not the obligation to use of his/her name, photograph, voice, and/or biographical standard/statement made relevant with the Contest, for commercial, trade, publicity, in any and all media, including, without limitation, print, broadcast and internet (now known or hereafter devised) worldwide, in perpetuity, in any language and throughout the universe for advertising, promotion, local city, or any other purposes as referenced by Sponsor, in its sole discretion, in connection with the Contest, and in other promotions conducted by Sponsor, or its parent, subsidiaries or affiliates, without further compensation, notice, approval or authorization, and hereby releases sponsor and its parent companies, subsidiaries, affiliates, franchisees, successors, independent contractors and all of those entities' respective directors, advertising and promotion and public relations agencies, screen agencies, and independent contractors, and all of those entities' respective directors, officers, employees, representatives and agents, from any claims or liability arising therefrom with respect to such use, if any.
  • All decisions of Sponsor concerning any matter involved in the Contest are final and binding in all respects, and all eligible persons who enter the Contest agree to abide by all of the instructions and decisions of Sponsor. In the event of any dispute regarding the interpretation of any provision of these Official Rules, the decision or interpretation of Sponsor in that regard shall be final and binding upon all persons who enter the Contest.
  • All entries recorded via any third-party platform are subject to verification by the Sponsor as being an entrant and quality review, Declaration and Release, if requested, which, for any reason, is incomplete, edited, or contains false or misleading information is invalid and the person who submitted such entry or document will be disqualified for the applicable prize in the Contest.
  • Sponsor is not responsible for lost, interrupted, failed, incomplete or unavailable network, servers, satellites, internet service providers, websites, telephone or data communications, financial or system connections, or for there or software malfunctions, or computer hardware or active devices, or other technical failures or difficulties, or for for inactive or premised balanced inherently due to computer maintenance or malfunction, as part of the contest submission process.
  • This Contest is in no way sponsored, endorsed or administered by, or associated with any third-party outside of the Sponsor.

7) GOVERNING LAW

All issues, and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the rights and obligations of the entrant or Sponsor in connection with the Contest shall be governed by and construed in accordance with the internal laws of the Province of Prince Edward Island, and the federal laws of Canada. Stated applicable therein without giving effect to any choice of law or conflict of law rules or provisions that would cause the application of any other laws. All eligible persons, Sponsor and all other parties hereby attorn to the jurisdiction of the courts of the Province of Prince Edward Island sitting in the City of Charlottetown, PEI, Canada, in respect of the determination of any matter or dispute arising under or in respect of the Contest or these Official Rules, that any such determination shall be brought solely and exclusively before such courts in the Province of Prince Edward Island, Canada.

8) DISQUALIFICATION/FORCE MAJEURE

It is the entrant's responsibility to ensure that he/she/they has complied with the conditions contained in these Official Rules. Sponsor reserves the right in its sole discretion to disqualify any individual who is found to be tampering with the entry process or interfering with the operation of the Contest or with the enforcement or functioning of these Official Rules, to be acting in violation of these Official Rules, or to be acting in an unsportsmanlike or disruptive manner, or with the intent to disrupt, undermine or corrupt the fair and proper administration, security or legitimate operation of the Contest, or to annoy, abuse, threaten or harass any other person. Sponsor reserves the right to seek damages and other remedies from any such person to the fullest extent permitted by law, including banning or disqualifying persons from entering the Contest and any future contests conducted by sponsor. No illegible, incomplete, forged, software generated or other automated entries will be accepted.

9) ENTRANT'S PERSONAL INFORMATION

Personal Information will only be collected, used and disclosed by Sponsor for the purpose of administering the Contest in accordance with these Official Rules. For more information, see Sponsor's Privacy Policy Terms posted at www.peimussel.com/privacy-terms.