Steaming Ahead | July 2026

Every once in a while, an idea comes along that lets us do several important things at the same time.

The Billion Egg Challenge is one of those ideas.

It gives Maine lobstermen a chance to compete, have some fun, and show pride in one of the most important conservation practices in our fishery. It gives businesses a chance to invest directly in the Maine fishery’s signature conservation measure while helping us tell the public the truth about this industry. And it gives lobster fans everywhere a chance to support Maine lobstermen, cheer on their favorite team, and maybe even win Free Lobster for a Year.

Most importantly, it gives all of us a chance to protect 1 billion lobster eggs.

That is the goal of MLA’s Billion Egg Challenge, a statewide team V-notching competition hosted by the Maine Lobstermen’s Association and the Maine Lobster Community Alliance. The challenge runs from July 1 through September 25, National Lobster Day. All Maine lobstermen and students are invited to participate as part of a regional team representing southern, midcoast, or downeast Maine.

The team lineup is set. The Downeast Tail Pinchers will be captained by Sonny Beal and Jacob Knowles. The Midcoast Notchmen will be captained by Brian Billings and John Tripp. The Southern Maine Future Catch will be captained by Christian LaMontagne and Chris Welch.

This is a friendly competition, but the stakes are real. Each week, participating lobstermen will report the number of female lobsters they V-notch. Team totals will be updated on a public leaderboard, along with our progress toward the 1 billion egg goal. Lobstermen can sign up at www.billioneggchallenge.org and receive custom Billion Egg Challenge V-notch jars by mail, then V-notch eggers in their traps, re-notch females without eggs, collect the week’s notches in the jar, and submit their count every Saturday.

It is simple. It is practical. And it builds on something Maine lobstermen have been doing for generations.

V-notching is not just a regulation. It is tradition, conservation, and heritage. When a lobsterman cuts a small V-notch in the tail of an egg-bearing female lobster and returns her to the ocean, that lobster is protected from harvest so she can continue to reproduce. That one act is an investment in the future of the fishery.

The numbers tell a powerful story. An average female Maine lobster carries about 10,000 eggs; larger lobsters can carry more than 100,000 eggs. A one-quarter inch notch can take at least three molts to disappear, which can mean about six years of protection. A V-notched female can produce up to nine times more eggs than a lobster that does not get notched. And if we protect 1 billion eggs, those eggs have the potential to add 10 million more lobsters to the population!

That is why this challenge matters.

We all know the lobster industry is facing serious issues. Landings are down. Costs are high. Markets are uncertain. Federal regulations continue to create enormous pressure on fishing families and working waterfronts. But even in the middle of all that, Maine lobstermen continue to lead on conservation. The Billion Egg Challenge gives us a way to show that leadership in a way people can see, understand, and support.

For lobstermen, this is a chance to take part in something positive and fun. Join your regional team. Get your jar. Track your count. Watch the leaderboard. Encourage your neighbors to sign up. Post photos and videos. Bring some friendly competition back to the dock and help prove, once again, that Maine lobstermen are committed to the long-term health of the resource.

For businesses, this is a chance to support the fishery in a very direct way. Sponsoring the Billion Egg Challenge supports the Maine fishery’s world-class conservation program. Sponsorships will help fund research, education, outreach, V-notch tools, and social media promotions. Sponsors will also help us share our sustainability story with industry partners, community supporters, and seafood consumers. At a time when the public hears so much misinformation about this fishery, helping us tell the real story matters.

For the public or as we call them, Lobster Fans, this is a chance to do more than enjoy Maine lobster. Lobster Fans can support their favorite team, follow the leaderboard, share the challenge on social media, make a donation, and cheer on the lobstermen who are doing the work on the water. Supporters of the winning team, and anyone who makes a donation, will be entered into a drawing to win Free Lobster for a Year.

That is a pretty good reason to sign up with your favorite team.

But the bigger reason is this: people want to support fisheries that are doing the right thing. The Maine lobster fishery has one of the strongest conservation stories in the world, but we cannot assume people know it. We have to tell it clearly, repeatedly, and in a way that brings people in. The Billion Egg Challenge does exactly that. It connects the action on deck to the future of the resource, the health of coastal communities, and the lobster on someone’s dinner plate.

One notch. Three wins.

If we all work together, we can protect 1 billion eggs. Today is your lucky day. The challenge is open. The teams are ready. The jars are waiting. Go to www.billioneggchallenge.org, sign up, support a team, or become a sponsor.

Let’s notch our way to 1 billion.

As always, stay safe on the water.