Maine Lobster Promotion Council. State/Industry supported initiative Industry Structure Varied composition/fragmented Important to State Need for coordination.

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Presentation transcript:

Maine Lobster Promotion Council

State/Industry supported initiative Industry Structure Varied composition/fragmented Important to State Need for coordination Balance resource management

Started in 1991 Harvesters, Dealers-Processors & Public members & Public members State Agency Funded by License Surcharges Maine Lobster Promotion Council

Council Composition: 9 Members, 3 Regions - West, Mid-Coast, East One Harvester, One Dealer-Processor, One Public Member from each region + DMR Commissioner as ex- officio member Rotating 3 year terms, renewable for one extension term ALL VOLUNTEERS Maine Lobster Promotion Council

Purpose : Market and Promote the sale of Maine Lobster Locally - restaurants, fairs, lobster festivals Regionally – retail chains, NE festivals, events Nationally – retail chains, foodservice orgs Internationally –Trade Shows/missions

Maine Lobster Promotion Council Support Industry Marketing efforts Early efforts – Local Markets Public relations Media support Promotional literature Local Advertising

Maine Lobster Promotion Council Status changed to: Instrumentality of the State vs State Agency in mid 90s. More flexible, non State Budget dependent agency Truly an industry supported coalition

Maine Lobster Promotion Council Late 90s, Early 2000s – broaden scope to more national focus and programs International Trade shows & Trade missions Consumer research

Broad scope of responsibility Limited budget, limited staff Executive Director and 2 support staff Volunteer Council members Maine Lobster Promotion Council

Evolved into broader Industry support Industry Advocacy Legislation support, both local and National Educational/informative Research & Business Development

Maine Lobster Promotion Council Challenges – Developing Consensus among participants Environmental and sustainability issues Global marketing arena-competition Brand development/value added positioning Funding/Investment

Maine Lobster Promotion Council Focus – Continue to build on success with educational programs with Chefs and future chefs. Continue research – consumer tastes and preferences, Customer needs Develop models for enhanced value generation within the Supply Chain

Maine Lobster Promotion Council Future – Encourage active involvement of all parties in the Supply Chain to build value Develop active, dynamic Marketing model for Brand development globally