The public relations firm engaged by the US state of Maine's Lobster Marketing Collaborative (MLMC) couldn’t help but notice when Dana Cowin, the then-editor-in-chief of Food & Wine, was Instagramming about the lobster rolls her family was trying out during a vacation in MLMC's backyard of Portland. The group contacted her to offer some guidance on the difference between new shell and hard shell lobster and a boat ride with a local harvester for one of her senior reporters. [...]