The landscape of the lobster industry has changed vastly in the years since I stepped off the stern of a lobster boat and into corporate America. An exploding lobster population and economic turmoil have created challenges that my family and the larger Maine lobster community could not have foreseen in the 1980s and 1990s.
During these last two decades a group of consumers, called the Millennials, has also come of age. Their value system, shaped by years of exposure to corporate greed and political scandal, the anonymity of the computerized world, and the tenuousness of stable work has led them to yearn for authenticity in the products and services they purchase. This desire for authenticity, often tied to localism and regional pride, is redefining the relationship consumers have with Maine lobster, making our state’s iconic brand more relevant and revered than ever before.