The Maine Lobster Marketing Collaborative has partnered with local restaurants and nationwide distributors to debut the “Celebrate the Maine Lobster Roll.” The dish is part of the collaborative’s “Maine Characters” campaign to celebrate those responsible for keeping the heritage lobster industry alive.
The “Celebrate the Maine Lobster Roll” serves a typical lobster roll alongside custom materials like toothpicks, placemats, sandwich paper, and postcards that feature information about industry stakeholders, along with a QR code to a digital hub to learn more. Every roll sold will help support the fishery that caught the lobster. A portion of the proceeds will also go to the Maine Lobstermen’s Community Alliance, an organization that works to ensure the health and sustainability of the fishery for future generations.
“Everyone is familiar with Maine Lobster rolls, but not everyone knows the countless people who’ve helped them become the summer indulgence we all love,” said Marianne LaCroix, executive director of the Maine Lobster Marketing Collaborative, in a statement. “This summer, we’re helping diners get to know the people who make this beloved meal possible with our ‘Maine Characters’ campaign and this special roll that celebrates their hard work and passion.”
The “Maine Characters” campaign will spotlight the broad impact the fishery has on the state of Maine and will feature the stories of the individuals behind the industry, including fishermen, processors, dealers, trap builders, and restaurant owners.
The Lobster Roll will be available at the following Maine locations:
• The Boathouse Restaurant in Kennebunkport
• The Clam Shack in Kennebunkport
• Cousins Maine Lobster in Portland
• DiMillo’s in Portland
• The Highroller Lobster Co. in Portland
• Island Lobster Company in Portland
• Luke’s Lobster in Portland
• Portland Lobster Co. in Portland
• Union River Lobster Pot in Ellsworth
“Maine Lobster is more than a menu item, it’s an integral part of the state of Maine, said Brian Langley, owner of the Union River Lobster Pot restaurant in Ellsworth, in a statement. “The fishery supports many businesses like mine, as well as countless families and coastal communities."
