In this Friday, Aug. 30, 2013 photo, a sternman fills bait bags on a lobster boat passing Ram Island Ledge Light off Cape Elizabeth, Maine. California has its raisins, Florida has its oranges and Massachusetts has its cranberries. In the coming months, a new marketing strategy will be launched that aims to bolster the brand and sales of Maine lobster. (AP Photo/Robert F. Bukaty, files)