L.L. Bean heiress declares war on Canada’s “impostor lobsters”

Linda Bean told the Boston Globe:

We want to engender in people’s minds a sense of trust about the product that our fish is authentic from Maine, handled professionally and safely, wild caught and sustainable.

From the Globe & Mail article:

Bestselling author of The Secret Life of Lobsters Trevor Corson, himself a former lobster fisherman, says she is on to something. “The big challenge for the seafood industry in achieving sustainability is figuring out how to brand and source seafood. The main issue for consumers is: How do you know where your fish came from? In that sense, her idea is quite visionary.”