Maine Lobster Marketing Collaborative Appoints New Executive Director

April 29, 2019

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Industry veteran Marianne LaCroix will take over following her interim role

Portland, ME – April 29, 2019 – Today, the Maine Lobster Marketing Collaborative (MLMC) Board of Directors appointed Marianne LaCroix as executive director of the organization. LaCroix was selected following a formal search process after serving as interim director since the MLMC’s previous head stepped down in February. Prior to that, LaCroix served as the collaborative’s head of marketing since its creation in 2013.

“Over the past several years, we’ve done important work with chefs and tastemakers across the country, spreading the word about Maine Lobster as a premium product,” said LaCroix. “I’m thrilled the board has placed their faith in me and look forward to moving ahead with our plans for the year, which include broadening our scope to all aspects of the supply chain.”

In her new role, LaCroix will continue to oversee the MLMC’s mission to promote the core values of the industry — sustainability and traceability, deeply rooted in heritage and tradition — ultimately, driving demand and awareness for live and processed products.

“The board is excited to have Marianne bring her passion and knowledge for the lobster industry to the Executive Director position at MLMC.” said Frank Gotwals, fisherman and MLMC Board Chair. “There are currently many challenges for our industry, and it is important we speak with one voice. Under Marianne’s leadership, the MLMC will continue to play a key role in the promotion and protection of our state’s iconic seafood.”

Prior to her work with the MLMC, LaCroix served as the marketing director for the Maine Lobster Promotion Council. Before that, she worked in marketing for Holt, Hughes & Stamell and for Duval & Partners. She is a graduate of Boston College.

For further information, please visit the MLMC website at

About the Maine Lobster Marketing Collaborative

The Maine Lobster Marketing Collaborative (MLMC), founded in 2013, is funded by Maine Lobster harvesters, dealers and processors to grow demand, both for whole live lobster and a variety of value-added products. The MLMC supports that objective by promoting the core values of the Maine Lobster industry, which are sustainability and traceability that’s deeply rooted in tradition. Maine Lobster achieved the Marine Stewardship Council (MSC) certification in 2013, allowing Maine Lobster to certify its long-standing sustainable practices. The industry has been self-regulating for more than 150 years.