Maine to Market “New Shell” Lobsters


Groundfish Closures May Affect Maine Lobstermen, Shellfishermen
Photo Joe Deveney.

The Working Waterfront: A firm hired by the Maine Lobster Marketing Collaborative to help grow markets for and increase the value of the state’s signature seafood unveiled its strategy at the Maine Fishermen’s Forum on Friday, March 6. Representatives from the firm Weber Shandwick said their vision aims to:

  • Establish the June-November period as “lobster season.”
  • Rebrand what have known as shedders and soft-shell lobsters as “new shell” lobsters.
  • Persuade influential chefs and consumers to understand that newly shed lobsters have sweeter, more-tender meat that tastes more “lobstery.”
  • Focus a press campaign on the Northeast, from Pennsylvania to New England, where 64% of Maine lobster is consumed.

Read more about the marketing strategy for Maine lobsters.