The Maine Lobster Marketing Collaborative (MLMC) has released its 2020 strategic plan, which is focused on “promotion, protection, and partnership.”
The MLMC is funded via fees paid by the state’s lobster industry, based on a bill approved by the state’s legislature. The organization’s mission is to promote the U.S. state of Maine’s lobster brand in the media and restaurant business.
“This year we’ve made a strategic shift to focus on our key product differentiators which include the sweet flavor as well as the sustainability practices of the fishery,” Marianne LaCroix, executive director of the MLMC said in a release announcing the strategy. “With the support of our new board, we’re committed to expanding our program to better educate our end users including consumers and chefs, while sharing the benefits of the entire Maine Lobster portfolio with members of the supply chain.”
That new board includes several new members, which include lobster fishers, dealers, and retailers involved with the lobster industry – including Maine Coast co-owner Tom Adams and Maine Lobster Dealers’ Association Executive Director Annie Tselikis.
The new strategy, according to the MLMC, builds on the supply chain focus of 2019, which features resources for wholesalers and dealers which will include webinars and a library of digital media to educate customers about Maine lobster.
“With consumers and diners a continued focus, the MLMC will also execute two consumer-facing media moments during peak season with the goal of driving demand and awareness while highlighting the attributes of Maine Lobster,” the MLMC added.
The overall goal is to build on the positive reputation of the product, the collaborative added.
“We are thrilled to be representing the efforts of the MLMC and are passionate about the plan for the year ahead,” said Brian Langley, who continues 2020 as a board member and is currently the board chairman. “It’s important that we continue to execute meaningful programming and deliver results, while also uniting this industry and creating a shared interest in making Maine Lobster the best tasting and most unique seafood in the world.”
