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 one billion lobster eggs through the industry’s longstanding V-notching conservation practice. The challenge officially kicks off today with a special video launch from Maine lobsterman and social media creator Jacob Knowles and runs 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.

“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. I’m proud that my son and I are both part of this competition.”

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 one billion egg goal will be updated weekly on the challenge leaderboard.

The Billion Egg Challenge is made possible through the generous support of industry partners who share a commitment to the future of Maine's lobster fishery. The Maine Lobstermen's Association and Maine Lobster Community Alliance thank Cousins Maine Lobster, Luke's Lobster, Maine Lobster Now, Get Maine Lobster, Bold Coast Seafood, Brooks Trap Mill, Greenhead Lobster, East Coast Seafood, and Atwood Lobster for helping advance conservation, education, and outreach.

“Why does protecting one billion eggs matter? Those eggs could 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.”

Lobstermen, businesses, and lobster fans can join the challenge, support a team, or become a sponsor at www.billioneggchallenge.org.

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 is a 501c-3 non-profit organization that 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