Delicious, healthy, sustainably harvested, traceable to individual fishermen rooted in fishing communities for generations.

This is the message around Maine lobster that has been promoted by marketing initiatives that have evolved over the years. Lobster harvesting is a $1 billion-a-year industry in Maine, but with an abundance of the marine crustacean the Maine Lobster Marketing Collaborative is looking for ways to develop new markets.

In December, the MLMC hired the global public relations firm Weber Shandwick to help expand existing markets and find new ones. Weber Shandwick will lead public relations, advertising, social media and digital content on lobsterfrommaine.com.

"We have a superhero in lobstermen, and a lot of brands don't," says Patty Stone, executive vice president at Weber Shandwick in Boston. "We have this halo effect from Maine. You don't often walk into clients who have such built-in benefits."

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