Denver-based Jax Fish House & Oyster Bar Restaurants has long been an advocate for sustainable seafood, and a recent move to add the name of a third-generation Maine lobsterman's name to a $24 lobster roll fueled a 27% rise in sales of the already popular menu item, said executive chef Sheila Lucero. "From a branding standpoint, it gives the menu item greater attention and acclaim, and from a food standpoint, it guarantees freshness, flavor and provenance," she said of the Captain Bobby Springer Maine Lobster Roll.

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