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Patrice McCarron
207-967-4555
July 1, 2026
FOR IMMEDIATE RELEASE
Maine Lobstermen Launch Billion Egg Challenge to Protect 1 Billion Lobster Eggs Lobster fans can support their favorite team for a chance to win free lobster for a year
KENNEBUNK, Maine — The Maine Lobstermen’s Association (MLA), in partnership with the Maine Lobster Community Alliance (MLCA), today launched the Billion Egg Challenge, a statewide team competition among Maine lobstermen to protect 1 billion lobster eggs through the industry’s longstanding V-notching conservation practice. The challenge runs from July 1 through September 25, National Lobster Day.
The Billion Egg Challenge brings Maine’s lobster community together to celebrate the fishery’s world-class conservation program and promote the industry’s sustainability practices. Lobstermen and student harvesters can join a fun, friendly competition to help protect the future of the fishery. Members of the public can support their favorite team for a chance to win free lobster for a year. Businesses and industry supporters can sponsor the challenge to help fund conservation tools, education, and outreach.
V-notching is one of Maine lobster’s signature conservation measures. When lobstermen catch an egg-bearing female lobster, they cut a small V-shaped notch in the tail before returning the lobster to the ocean. That notch protects the lobster from harvest so she can continue to reproduce.
“Why does protecting 1 billion eggs matter? Those eggs will grow into 10 million future lobsters,” said Patrice McCarron, executive director of the Maine Lobstermen’s Association. “The Billion Egg Challenge is a way to celebrate Maine’s world-class stewardship of the lobster resource and make sure consumers, managers, and the public understand the conservation leadership of Maine lobstermen.”The 2026 teams are the Downeast Tail Pinchers, captained by Sonny Beal and Jacob Knowles; the Midcoast Notchmen, captained by Brian Billings and John Tripp; and the Southern Maine Future Catch, captained by Christian LaMontagne and Chris Welch.
Lobstermen and student lobstermen are invited to join their regional team. Participants will receive custom Billion Egg Challenge V-notch jars to save their notches throughout the competition. Each week, participating lobstermen will report the number of egg-bearing females they V-notched. Team totals and progress toward the 1 billion egg goal will be updated weekly on the challenge leaderboard.
“V-notching is about tradition, conservation, and heritage,” said Sonny Beal, lobsterman and chairman of the MLA. “I’ve taught my boys that every V-notched lobster is an investment in the future of Maine’s lobster fishery.”
Lobstermen, businesses, and lobster fans can join the challenge, support a team, or become a sponsor at www.billioneggchallenge.org.
Thank you to our sponsors: Cousins Maine Lobster, Lukes Lobster, Maine Lobster Now, Get Maine Lobster, Bold Coast Seafood, Brooks Trap Mill, Greenhead Lobster, and East Coast Seafood
About the Maine Lobstermen’s Association: The Maine Lobstermen’s Association is the oldest fishing industry association on the East Coast and has advocated for a sustainable lobster resource and the Maine lobstermen who depend on it since 1954. FMI: www.mainelobstermen.org
About the Maine Lobster Community Alliance: The Maine Lobster Community Alliance supports Maine’s lobstering families, working waterfronts, and the long-term sustainability of the Maine lobster fishery through education, outreach, and community programs. FMI: www.mlcalliance.org