MLMC Reviews Past Year, Future Plans at Forum

Marianne LaCroix, executive director of the Maine Lobster Marketing Collaborative (MLMC), spoke about the Collaborative’s 2025 accomplishments and plans for 2026 at the Maine Fishermen’s Forum in March.

The MLMC was created by the Maine Legislature in 2013 and must be reauthorized every five years. The Marine Resources Committee voted in February to reauthorize but only for two years rather than five. The MLMC’s eleven-person board is composed of four harvesters, three processors, two public members, and two state agency representatives; seven board seats will be open this year.

MLMC board member Brian Langley, left, and executive director Marianne LaCroix at the Fishermen's Forum. MLMC photo.

The Collaborative uses multiple methods to get consumers to recognize Maine lobster as a premium product and to ask for it by name. “We work to create value in a world with a lot of choices,” said LaCroix.

As part of its reauthorization review, the MLMC evaluated its impact over the past five years. It found that awareness of Maine lobster was up among consumers. The Collaborative was particularly effective when the Covid-19 pandemic set in, stabilizing demand for Maine lobster by focusing its marketing directly on home consumers as restaurants shut down. In addition, when Maine lobster lost two sustainability certifications in 2022, the Collaborative proactively used its many media assets to educate the public and buyers about the fishery’s long-standing conservation practices. After conducting a nationwide survey of premium restaurants, the MLMC found that Maine lobster now is mentioned by name on 8.2% more menus than in the past.

In 2025, the Collaborative concentrated on its menu tool kit as part of its continuing effort to get Maine lobster on more menus. “The kit gives ideas on how to incorporate lobster into different dishes. We got that out to general managers, owners and executive chefs,” LaCroix said. The MLMC also conducted a “Make it a Maine Lobster Moment” campaign through its social media outlets. The campaign promoted Maine lobster as a way to make every-day moments more special throughout the year.

For the National Lobster Day and Maine Lobster Week public relations campaign, the MLMC partnered with seven food influencers. It also invited lobster buyers and professional chefs to visit Maine and learn about the lobster industry. “We had a good response. They learned about our story and new lobster products,” LaCroix said. The MLMC had a booth at the Seafood North America Expo in Boston and held a reception for seafood buyers, which it is doing again this year.

The MLMC continued promoting the story of Maine lobster and lobstermen through multiple social media outlets. “We collaborated with Taste, an online food podcast. The podcast and article were both successful. The podcast was among Taste’s top three for engagement,” LaCroix said, as one example.

In 2026 the Collaborative will be evaluating its activities to determine the return on lobstermen and dealers’ investment in its operation. “We are conducting an economic study, which will come out in the spring. After it comes out we will look at what we are doing strategically,” LaCroix said.

In the latter half of 2026 the Collaborative will focus again on chefs and buyers to promote the value of Maine lobster, explained Ann Tessendorf, Weber Shandwick. “We will take our existing content and tailor it to specific chefs and buyers. It will be a buyer-centric program with specific focus and broader reach,” she explained. The aim is to get content in front of buyers in multiple places and multiple times and to use third-party voices to speak for Maine lobster.

In addition, the Collaborative will revive its “Maine Characters” content. By using the story and images of lobstermen, business owners, and others in the industry, the MLMC hopes to make the Maine lobster brand stand apart. “Research shows that 62% of consumers are more likely to buy if they know the story of the product,” Tessendorf said. Through these techniques, the MLMC will promote stewardship practices, nutritional benefits and lobster recipes to both chefs and the larger public.

“The goal is to take a proactive role in 2026, to think about what’s coming. We are focusing on training spokespeople, multi-channel storytelling, and educating buyers,” LaCroix said.

When asked what credentials lobstermen interested in joining the MLMC board should have, LaCroix responded, “We are looking for people in the fishery who are willing to speak up and are curious about the process of marketing.”

This presentation is available online at www.mainefishermensforum.org/wp-content/uploads/Maine-Lobster-Marketing-Annual-Report.pdf.