The article reports on the successful start of the lobster fishing season in Baja California Sur, Mexico, where the product has seen a significant price increase, reaching over $60 per kilo. This is the second season that lobster has been sold at such high prices, due to issues with Australian lobster entering the Chinese market. The fishing season, which started on September 15, employs over a thousand families and follows a regulated schedule with specific end dates for each zone. The marketing of lobster has experienced fluctuations in the past, with prices dropping to $30 per kilo at some point, and being significantly affected by the Covid-19 pandemic in 2020. However, prices have since recovered, showing resilience in the face of challenges.