Develop a Lobster Branding Strategy that Leverages Maine's Quality Reputation and Exploits Growing Demand for Ready to Prepare Meals

Lobster is sold today on a non-branded commodity basis with little regard for consumer desires and needs. The opportunity to build a Maine lobster brand is threatened by new Country of Origin regulations since today basic meat extraction practices take place primarily in Canada. Creating a brand of value-added Maine lobster products offers a significant opportunity to turn a commodity driven sale into a marketing sucess. The purpose of this study is to understand how packaging and processing technology can be used to create value-added lobster products to fill unmet consumer needs.