PORTLAND, Maine (AP) - The Maine Lobster Marketing Collaborative has a simple message for the world: Eat more lobster.

The 11-member board formed late last year is launching its first initiatives to market the state's most famous product to consumers, restaurants and retailers in response to record harvests that have caused falling prices.

The Portland Press Herald reports that the collaborative will soon announce a team of chef ambassadors who will showcase lobster on their menus. In the fall, the collaborative will launch new content on the Culinary Institute of America's website, which will include recipes and proper handling and preparation techniques, and videos showcasing the industry's sustainable practices.

Maine lobstermen caught 125.9 million pounds of lobster in 2013. The price per pound averaged $2.89 in 2013, down from as much as $4.63 in 2005.

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