A new law is set to take effect in October, increasing the annual marketing budget for lobster to $2.2 million, a six-fold increase. The new marketing windfall is set to have a huge impact on Maine lobster, which is set to launch a new marketing program to promote the region's lobster. John Sauve, head of the firm handling this initiative, said,
"If this thing works right the headlines will go from there being a glut of supply to a glut of demand."