Calendar Islands Lobster Company: Final Report, Market Competitive Analysis
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Calendar Islands Lobster Company: Final Report, Market Competitive Analysis

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  • Personal Author:
    Clifford, Megan
  • NOAA Program & Office:
  • Sea Grant Program:
    MEU (Maine Sea Grant)
  • Description:
    Eco-friendly and sustainable, the Maine Lobster industry is one of the most successfully regulated commercial fisheries. With limits on lobster size, number of traps set, treatment of egg-laden female lobsters, and trap design all built into the Maine lobster industry's way of life, overfishing has not occurred in Maine waters. However, despite this self-regulation and healthy fisheries, the lobster industry is being threatened. The recent economic recession caused lobster prices to plunge dramatically. A major challenge of seafood marketing is taking a generic product, which many view as a commodity, and turning it into a successful brand. "States are increasingly looking to hook consumers by branding their local seafood specialties, both to help reel in revenue and to give a boost to commercial fishermen struggling with declining stocks and tighter regulations." Barry Nash, a seafood technology and marketing specialist says, "We are really trying to personalize the product to let people know that there are a lot of people who are making their living off commercial fishing" (LeBlanc). Alth​ough Maine lobstermen are doing to majority of the work, the financial rewards are being reaped by others. Calenda​r Islands Lobster Company was formed by a group of Casco Bay lobstermen to brand and market its lobster directly to consumers and retailers. By vertically integrating their business and taking back part of the sales channel, they are able to recoup some of their previously lost profits. This business approach also allows Calendar Islands to provide their customers with the ability to track where, and from whom, their lobsters come from. This new approach has many Mainers excited about the innovative fisherman-​owned, vertically integrated lobster business. As with any new business venture, the to-do list is long and complicated. My work on this project has been to look into made in Maine certifications, SQF certification and a market and competitive analysis for the retail/gift lobster products.
  • Keywords:
  • Sea Grant Document Number:
    MEU-S-10-001
  • Document Type:
    Technical Report
  • Place as Subject:
    Maine
  • Rights Information:
    Public Domain
  • Compliance:
    Library
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