1. All photos: E. Burke Massachusetts Lobstermen’s Association Massachusetts Division of Fisheries Massachusetts Lobster Promotion and Labeling Program

2. American lobster is fished from Canada to New Jersey Lobster traps are baited and fish passively on the seafloor Massachusetts lobstermen set their gear in trawls of 10-25 pots Groundlines connect traps to each other on the seafloor, while buoylines connect the gear to the surface

3. A trap trawl awaits deployment….

4. The groundline connection pulls each trap off the boat in succession

5. Notice the groundline connecting the previously deployed trap to the next one

6. Traps on the move….stand back!

7. Massachusetts is the first and only state to require year-round, state-wide use of sinking groundline. The use of sinking groundline reduces the amount of rope in the water column.

8. In comparison, floating groundline rises up in the water column and poses an entanglement risk to large whales. Entanglements are a major cause of injury and mortality for large whales.

9. Massachusetts lobstermen doing more for whales Sinking groundline required year-round Compliance with other whale-related gear modifications Ghost gear removal program The Bottom Line Recognize their conservation efforts through education and marketing campaign

10. Photo: E. Burke Labeling and marketing campaign Educate consumers Promote Massachusetts lobster Massachusetts Lobster

11. Campaign Components Labeled lobster bands Brochures and posters Promote product Educate consumers Raise awareness about whale-gear issues Highlight conservation efforts of Mass lobstermen Massachusetts USA - Wild

12. Participants Fish markets Seafood dealers Restaurants Whale-watch boats Environmental groups

13. Look for Massachusetts Lobster at your local restaurant or fish market!