Maine lobster gets a makeover
Lobster is getting a new look across Maine, US this summer as part of a drive to promote the fishery and its workers.
The Maine Lobster Marketing Collaborative (MLMC) is partnering with local restaurants and nationwide distributors to debut a new special – the ‘Celebrate the Maine Lobster Roll’ – as part of its ‘Maine Characters’ campaign championing the individuals behind this heritage industry.
“Everyone is familiar with Maine Lobster rolls, but not everyone knows the countless people who’ve helped them become the summer indulgence we all love,” said Marianne LaCroix, executive director of MLMC.
The Maine Characters campaign will spotlight the far-reaching impact the fishery has on the state of Maine, featuring stories from fishermen, processors, dealers, trap builders, restaurant owners and more.
The Celebrate the Maine Lobster Roll includes toothpicks, placemats, sandwich paper and postcards featuring these crucial contributors along with a QR code to the Maine Characters digital hub to learn more.
A portion of the proceeds from the rolls will go to the Maine Lobstermen’s Community Alliance, which works to safeguard the health and sustainability of the fishery for future generations.
The lobster roll is available in participating local restaurants and online at Get Maine Lobster.
