The Maine Lobstermen's Association (MLA), in partnership with the Maine Lobster Community Alliance (MLCA), has launched the Billion Egg Challenge, a statewide competition encouraging lobstermen to protect one billion lobster eggs through Maine's longstanding v-notching conservation practice.
The challenge began July 1 with a launch video featuring Maine lobsterman and social media creator Jacob Knowles and will run through Sept. 25, recognized as National Lobster Day.
The campaign is designed to highlight Maine's lobster conservation practices while engaging both fishermen and the public. Commercial lobstermen and student harvesters are invited to compete as part of regional teams, while seafood consumers can support their favorite team for a chance to win free lobster for a year. Businesses can also participate by sponsoring the effort, with proceeds supporting conservation tools, education and outreach.
V-notching is one of the Maine lobster fishery's best-known conservation measures. When an egg-bearing female lobster is caught, fishermen cut a small V-shaped notch into one of the tail flippers before returning the lobster to the water. The notch serves as a visual marker that protects the lobster from harvest, allowing her to continue reproducing in future seasons.
"V-notching is about tradition, conservation, and heritage," said Sonny Beal, lobsterman and chairman of the MLA. "I've taught my boys that every V-notched lobster is an investment in the future of Maine's lobster fishery. I'm proud that my son and I are both part of this competition."
This year's teams include the Downeast Tail Pinchers, captained by Sonny Beal and Jacob Knowles; the Midcoast Notchmen, captained by Brian Billings and John Tripp; and the Southern Maine Future Catch, captained by Christian LaMontagne and Chris Welch.
Participants will receive custom Billion Egg Challenge V-notch jars to collect their tail notches throughout the competition. Each week, lobstermen will report the number of egg-bearing females they V-notched, with team standings and progress toward the one billion egg goal updated on an online leaderboard.
"Why does protecting one billion eggs matter? Those eggs could grow into 10 million future lobsters," said Patrice McCarron, executive director of the Maine Lobstermen's Association. "The Billion Egg Challenge is a way to celebrate Maine's world-class stewardship of the lobster resource and make sure consumers, managers, and the public understand the conservation leadership of Maine lobstermen."
The initiative is supported by several seafood companies and industry partners, including Cousins Maine Lobster, Luke's Lobster, Maine Lobster Now, Get Maine Lobster, Bold Coast Seafood, Brooks Trap Mill, Greenhead Lobster, East Coast Seafood and Atwood Lobster.
Lobstermen, businesses and members of the public can learn more, join a team or become a sponsor through the Billion Egg Challenge website.
