L.L. Bean Heir Launches Seafood Brand

Linda Bean, granddaughter of Maine merchandiser L.L. Bean, yesterday announced the launch of the "Linda Bean's Perfect Maine" brand of lobster and shrimp products for the retail market.

Bean owns two lobster wharves in Port Clyde and Vinalhaven, Maine, and her seafood line focuses on live lobsters and value-added products featuring lobsters and shrimp harvested in Maine.

To date, the brand's value-added products include lobster stew, launched in December, and lobster meat sold on its Web site, www.lindabeansperfectmaine.com. This summer it expanded to include lobster rolls sold at take-out counters in Freeport and Rockland, Maine. All of the products are being marketed as green and sustainable.

As part of a commitment to sustainability, this summer Bean enacted the practice of tagging lobsters with bracelets bigger than a traditional lobster claw band. The bracelets include the harvest area as well as the statement "Authentic Maine Lobster, Wild Caught in U.S.A. by Maine Fishermen Using Sustainable Practices," along with the company's Web address.

Bean is also on the task force commissioned by Maine Gov. John Baldacci to explore achieving Marine Stewardship Council certification for the Maine lobster fishery. Lobster landings at the two wharves this year are expected to reach 2.2 million pounds.


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