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Commercial Fisheries News
Volume 36 Number 2
October 2009
Maine lobster task force
Strategic plan urges marketing, research entity
AUGUSTA, ME – Following several meetings, three public hearings, and receipt of the Moseley Group’s analysis of the industry, the Governor’s Task Force on the Economic Sustainability of Maine’s Lobster Industry compiled a strategic plan “to advance the industry’s sustainability and profitability.”
The task force sent the plan to Gov. John Baldacci on Aug. 20. Here are some of its key recommendations.
Create a new lobster marketing and research entity – This body would be a public-private institution to focus on broad industry marketing and research priorities, including food science research to develop new, consumer-friendly lobster products. It also would be the forum for developing the “Maine Lobster” brand.
Echoing concerns raised in the Moseley Group’s report, the task force agreed that the Maine lobster industry is “hindered by fragmentation” among the various groups that comprise it.
“This new entity would consolidate the efforts of existing fragmented support organizations within the lobster industry and provide a unified vision to implement a business plan for the benefit of the industry as a whole,” the task force said.
The kicker of this recommendation is the cost. The task force said the new body needs an annual budget of $10 million to operate effectively.
Where this funding would come from is, at this point, a big question.
Develop a “strategic innovation investment strategy” – The task force said this strategy should encourage investments in: establishing the new marketing and research institute; protecting, developing, and nurturing the Maine Lobster brand; research and development of new products clearly associated with the Maine brand; and developing new lobster transportation and holding infrastructure.
The task force acknowledged widespread interest in expanding processing capacity in Maine as a way of keeping the nearly 50% of the industry’s catch in the state rather than exporting it to Canada as it now is.
However, it pointed out that current processing capacity on both sides of the border is not being used.
“The road to enhancing and expanding Maine-based lobster processing is through building demand for Maine Lobster products and developing innovative, distinctively new products,” the task force said.
Conduct market research and develop the Maine Lobster brand – The task force concluded that the state’s industry has “not been effective” in distinguishing lobster caught and landed in Maine as being any different from other lobster products in the marketplace.
“The Maine Lobster brand must be fully defined and developed to reinforce an emotional connection to Maine lobster in the minds of consumers,” the task force said.
The goal of this branding should be to solidify in the mind of consumers strong images such as: a sense of heritage, deep family roots, and tradition; superior taste, succulent texture, with shedders; and responsible stewardship and sustainable management practices.
“Until consumers are able to differentiate Maine lobster and ask for it by name, progress in penetrating new markets could be undermined by competing lobster products,” the task force said.
Explore harvester profitability – Recognizing the huge losses many lobstermen have been suffering, the task force emphasized the importance of shoring up the harvesting side of the business, though it didn’t go into any detail.
Said the task force, “There is an immediate need to fully explore an array of harvester reforms, which could lead to improved profitability.”
Maine lobster harvest campaign – Finally the task force recommended that steps be taken immediately to bolster demand in East Coast metropolitan areas to stabilize price.
Specifically, it suggested kicking off a pilot campaign this year to educate consumers that fall is Maine’s peak harvest season and to emphasize the Maine Lobster brand.
The task force said full implementation of this kind of marketing campaign would need $2.2 million in funding.
Way forward?
In its transmittal letter to the governor, the task force stated up front, “The road ahead is not easy.”
However, it discouraged adoption of any “half-measures” in order to appease one industry group over another.
“We strongly believe that the best way forward is a united and cooperative effort to establish a new marketing entity and reinvest in the Maine Lobster brand,” the task force said.
It also pointed out that the federal and provincial governments of Canada have already committed tens of millions of dollars to fortify that country’s lobster industry.
“The challenges are real, and the competition is strong,” the task force concluded. “We strongly believe that this strategic plan will yield tremendous results and will lead to an economically sustainable lobster industry for years to come.” /cfn/
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