“Celebrate the Maine Lobster Roll” is a new version of the Maine lobster roll. Credit: Maine Lobster Marketing Collaborative / PR Newswire.

The Maine Lobster Marketing Collaborative (MLMC) has launched a new lobster roll, in collaboration with regional restaurants and distributors in the US from 15 July this year.

Named “Celebrate the Maine Lobster Roll”, the limited-edition dish has been made available at collaborating restaurants and online.

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Offered as a summer-exclusive item, this roll is part of the “Maine Characters” campaign of MLMC intended at celebrating the people behind the lobster industry.

The campaign will highlight the fishery’s wider effects on the US state and will feature the stories of individuals behind the sector.

Diners can learn about these people through the roll with specially curated materials such as placemats, sandwich paper, toothpicks and postcards featuring them.

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Those who intend to know more can also scan a QR code to explore the “Maine Characters” digital hub.

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A group that strives to maintain the health and sustainability of the fishery for future generations, the Maine Lobstermen’s Community Alliance, will get a percentage of the revenues from the sale of the rolls.

The new dish can also be ordered online through Get Maine Lobster with shipment available across the country.

Maine Lobster Marketing Collaborative executive director Marianne LaCroix said: “Everyone is familiar with Maine Lobster rolls, but not everyone knows the countless people who’ve helped them become the summer indulgence we all love. 

“This summer, we’re helping diners get to know the people who make this beloved meal possible with our ‘Maine Characters’ campaign and this special roll that celebrates their hard work and passion.”