Located on the south shore of Miramichi Bay, the community is several kilometres west of Point Escuminac, the southeastern limit of the bay. Canada's largest inshore fishing vessel harbour is home to the local fishing fleet. Industries include two fish processing & freezing plants[3] and a boat building facility. One of Canada's important herring spawning grounds is located beside Point Escuminac.[4]
According to Joseph-Étienne Guinard, a missionary and Cree language specialist with some experience with the Mi'kmaq, the word means "here are small fruits".[5] This perfectly describes the area as berries proliferate en masse in this low-lying flat area, and the first colonist were amazed at the amount of Ericaceae.[6][7][8]
Peat bogs and rare peat cliffs are situated in the vicinity of Point Escuminac, approximately 5 kilometers east of the village.[9]