Call it the yuck factor.
"It tastes better than it looks," said Olson, holding a shimmering frond of brown horsetail kelp he had just plucked from the cold gray waters of Casco Bay. "Really."
Dobbins and Olson run what is believed to be America's only commercial kelp farm. Inspired by mega-aquaculture sites in Asia, and a $7-billion global seaweed industry, the two entrepreneurs started cultivating kelp here last year and have begun marketing it as an exotic frozen vegetable.
"It's a giant brown algae in the water, but it turns bright green when it's cooked," Olson said. "Think kelp noodles. And kelp salad. And kelp slaw."
The aqua-farmers go to work each day in a 41-year-old lobster boat, chugging between rugged islands and rocky outcrops. They usually wear wet suits and scuba gear to tend their underwater crop by hand. On wintry days, they light a wood-burning stove below deck to keep warm.
As the boat bobbed off Bangs Island one recent morning, they tied three species of kelp seedlings into long mesh sleeves. They lowered each sleeve about 25 feet into the tidal current on ropes tied to a large raft that was anchored to the bottom near the last few lobster traps of the season.
By spring, each frond should be 6 to 8 feet long. The kelp will be cut by hand, briefly boiled to kill bacteria, sliced into spaghetti- or fettuccine-like strips, and frozen in plastic bags.
The company, Ocean Approved, sold the first year's crop to half a dozen Whole Foods Markets and other high-end natural food stores in Boston, Los Angeles and Portland, Maine, where it goes for up to $4.60 for 4 ounces.
Mixed with coleslaw, the kelp tastes tangy and crunchy, less pungent than dried seaweed. It does not taste fishy.
Ocean Approved plans to expand production tenfold next year using underwater acreage it has leased from Maine's Department of Marine Resources. It will start a nursery for kelp seedlings that can be transplanted to long lines on the seafloor, and then hauled up and harvested on barges, rather than in the water.
"It's a great stride forward," said Robert Morse, owner of North American Kelp, which collects kelp the old-fashioned way -- from rocks in tidal inlets along the central Maine coast -- for animal feed and fertilizer. "Let's hope it takes off. It will create a lot of jobs."
"What's unique is they are producing convenience food, American food, like fish sticks," agreed David Myslabodski, who runs Great SeaVegetables, a consulting firm in Rockland, Maine. "It's a novelty. It doesn't exist anywhere else."
Scientists who study marine algae, called phycologists, also are watching closely.
"I'm absolutely persuaded it has huge potential," said John Forster, an aquaculture consultant based in Port Angeles, Wash. "Certainly it's a niche right now. But the idea that human beings won't eat more marine vegetables in the future seems very improbable."
The oceans contain more than 9,000 species of seaweed, including about 300 of kelp. Most are not edible.
Seaweed doesn't require arable land, fresh water or fertilizer. Kelp grows swiftly -- 2 feet a day in some species -- and produces no runoff or erosion. It cleanses the water of excess nutrients and absorbs carbon dioxide, a greenhouse gas that contributes to global warming.
"This isn't rocket science," said professor Charles Yarish, a marine biologist at the University of Connecticut and an unpaid advisor to the new company.
"Seaweed performs a very important ecological function. Farming does it in a more sustainable way."