The Maine Lobster Marketing Collaborative plans to appoint a celebrity spokesman, submit a trademark application and create a seasonal calendar to persuade the middlemen of the seafood supply chain to carry Maine soft-shell lobster. The Portland Press Herald reports the agency is redirecting the bulk of its $2.2 million budget toward winning over distributors.

Collaborative Director Matt Jacobson says a lack of availability is a potential reason why Maine soft-shell lobsters are not widely sold. He says the collaborative will conduct studies to learn what motivates and drives the nation’s wholesale food buyers.