'Superhero' Maine Lobstermen Will Star In Worldwide Lobster Marketing

Delicious, healthy, sustainably harvested, traceable to individual fishermen rooted in fishing communities for generations.

This is the message around Maine lobster that has been promoted by marketing initiatives that have evolved over the years. Lobster harvesting is a $1 billion-a-year industry in Maine, but with an abundance of the marine crustacean, the Maine Lobster Marketing Collaborative is looking for ways to develop new markets.

In December, the MLMC hired the global public relations firm Weber Shandwick, based in Boston, to help expand existing markets and find new ones. The company will lead public relations, advertising, social media and digital content on lobsterfrommaine.com.

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