Lobster Industry Considers New Name for Soft-Shells

Portland Press Herald: The Maine soft-shell lobster has an identity crisis.

It’s a shedder. It’s a new shell. It’s a molter.

Would a better name and a catchy jingle enhance its image?

The state’s Lobster Advisory Council, as part of a broader initiative to rebrand Maine lobster to increase demand and boost prices, is considering recasting the name of the soft-shell lobster as something more … attractive.

“Not that many people have nice things to say about soft-shells,” John Sauve, a consultant for the Lobster Advisory Council and president of the Food and Wellness Group in Portland, said last week at a meeting of lobstermen.

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Portland Press Herald

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