Lobster Marketing Campaign Draws Criticism, Converts

San Francisco chefs Stuart Brioza and Nicole Krasinski were among the attendees at an after-hours Maine lobster tasting party in Portland, where new-shell lobster was the only item on the menu. They and other far-flung chefs spent a day on a lobster boat, mingled with lobstermen, talked to local chefs experienced with different ways to prepare it and ate buckets of it, be it on toast, in a chowder or on a bun.

“I’ve always liked lobster, but I fell in love with the story” of how it’s caught and by whom, San Francisco chef Nicole Krasinski said. “We’ve had it before as a special, but it’s definitely going on our menu.”

That’s exactly the response the Maine Lobster Marketing Collaborative, a group organized four years ago to promote Maine lobster, wanted to hear. It validates the collaborative’s two-year campaign to familiarize chefs with new-shell lobsters – also called soft-shells or shedders because they have just molted – through a series of tasting parties and marketing events in foodie cities across the nation.

To read the rest of the story, please go to: Portland Press Herald