October 23, 2008
Branding Maine's lobster industry

Marnie MacLean, NECN: Freeport, ME

The international credit freeze is having a crippling effect on Maine's lobster industry. Off-the-boat prices are as low as they've been in decades. Many fishermen say it's no longer worth it to haul their traps. Still despite the rough waters, a woman with a famous last name is betting her branding will provide a better future for Maine's lobster industry.

This is Linda bean's perfect Maine. The mid-coast Maine fishing village of Port Clyde. A place of unparalleled beauty, and a working waterfront. "I fell in love with the whole peninsula"

Linda Bean is the granddaughter of L.L. Bean, the founder of one of Maine's most successful companies. A company that knows a thing or two about branding. Now, Linda is taking that family history and her name, and putting it on lobsters.
In Port Clyde, it's fishing...and last year, Linda bought a lobster business...the wharf, the pound....and an education.

Linda learned the basics...but quickly decided she wanted to do more than sell lobsters. she created a brand. Linda Bean's perfect Maine lobster was born-- and every lobster that leaves her dock has a custom tag.

Bean says seafood buyers are demanding traceability of product...and sustainability of the industry. She is part of a group actively pushing for certification from the prestigious Marine Stewardship Council, a non-profit organization that promotes responsible fishing practices. It's a designationshe feels is crucial to the future of Maine's lobster business.

To view video go to http://www.necn.com/Boston/Business/Branding-Maines-lobster-industry-/1224813304.html