Matt Jacobson is executive director of the Portland-based Maine Lobster Marketing Collaborative. The collaborative was established in 2013, is funded by Maine lobster dealers, processors and harvesters and is overseen by an 11-member board.
SeafoodSource: Explain what the Maine Lobster Marketing Collaborative is and the concept behind it.
Jacobson: The Maine lobster industry has been active and self-regulating for nearly 150 years, employing thousands of Mainers and contributing more than USD 1 billion (EUR 877 million) to the state’s economy each year. The Maine Lobster Marketing Collaborative (MLMC) was established in 2013 as a mechanism to market and promote Maine lobster and to grow demand for live lobster and a variety of value-added products. The MLMC supports that objective by promoting the core values of the Maine lobster industry, which are sustainability and traceability that’s deeply rooted in tradition.
SeafoodSource: How has the Maine lobster brand grown since MLMC began and how do you plan to keep it moving forward?
Jacobson: The Maine lobster brand has become a more recognizable name. For example, from 1 January to 29 February, 2016, there was a 14.3 percent increase in owned social channels and 31 engagements with chefs and food influencers. In addition, the brand has physically grown: In 2014, Maine lobstermen landed more than 120 million pounds of lobster with a record value of USD 457 million (EUR 401 million). The industry is growing both domestically and abroad as a whole; U.S. exports of live or processed lobster to China climbed to USD 90.5 million (EUR 79.3 million) in 2014 from USD 2.1 million (EUR 1.8 million) in 2009 and Maine accounts for more than 80 percent of all U.S. lobster.
SeafoodSource: What are some of the challenges involved in marketing Maine lobster domestically and internationally and what have you learned from addressing those challenges?
Jacobson: We have found that there is no shortage of interest in Maine lobster; however, the challenge has been for our audiences to translate their understanding of Maine lobster and its quality into their everyday verbiage – whether it be named on restaurant menus or written about in articles. In addition, we want consumers to recognize the quality meat that comes from Maine lobsters to truly enjoy our product, so we hope to educate them through our ongoing marketing efforts.
As far as international marketing challenges, the demand for Maine lobster is rapidly growing overseas in places like China and Europe. In fact, it is so popular that it was featured at the White House state dinner with China’s president in September. At this time, we are focusing our marketing efforts domestically as the overseas markets continue to grow organically.
The majority of the dealers and processors working within the industry are small businesses and are presented with the usual challenges that can be faced in overseas markets, including international currency fluctuation, cultural and language barriers and contract negotiations. As the industry continues to adapt to new demand and the changing economy, these businesses will evolve to meet the new needs.
SeafoodSource: Looking at the lobster industry as a whole, what are the top one or two issues facing the industry that directly impact MLMC and what are some of the solutions you would offer to address those issues?
Jacobson: One of the top issues facing our industry is one that is out of our hands – Mother Nature. Global warming and climate change are top of mind, and we acknowledge that we are not climatologists. With global warming increasing, we work very closely with the scientists at the Maine Department of Marine Resources (DMR) to stay up to date on any relevant threats to Maine lobster and any steps we may need to take to protect our product. Despite these natural forces, we’re catching more lobster than ever before, which we believe is largely due to our unparalleled sustainability practices that date back more than 150 years.
SeafoodSource: What has been your greatest success story for MLMC to date?
Jacobson: The tremendous growth of advocates within and outside of the Maine lobster industry. One of the most successful ways we have built these advocates is by showing – not telling – our story. From introducing chefs to the lobstermen who pull Maine lobster from the water, to getting media out on a boat to experience lobstering firsthand, our story resonates for people when they can see the process and hear from the people who live it. With this, we are creating a network of chefs, journalists and consumers who have not only become believers in our story but advocates. Ultimately, they share and spread our message with their peers.
SeafoodSource: Given the opportunity to address a room filled with seafood industry leaders, what is the one nugget of wisdom you would offer them as your closing remark?
Jacobson: As changes in climate, regulation, customer preferences and other sources affect our industry, we will need to look to successful models to emulate. The Maine lobster industry is leading by example, from the local governance of the seven zone councils across the Maine coast, to proven and respected sustainability measures established more than150 years ago. The work ethic, sustainability measures and personal stories that make the Maine lobster industry unique are of growing importance to consumers looking for a narrative behind their food. As consumers fall in love with the story of Maine lobster, chefs continue to experiment and produce an almost unlimited creative culinary application with Maine lobster being presented as a staple ingredient. We hope that other fisheries look to Maine for advice on how to build a successful model.
