Is the Hamptons' Best Lobster Roll at a Dusty Fish Farm?

Plus: A towel-clad flasher hits East Hampton Village; Jennifer Fisher trusts her gut; and the branded vehicles are out of control.

Did you see the strawberry moon?

It marked the height of strawberry season this week, when kids pick berries at local farms, teens take selfies on rickety rides at strawberry fairs, and adults who work in offices start taking Summer Fridays. I ate (another) strawberry cream pie from Briermere’s with friends at a boathouse on the water.

But sweet strawberries are no longer the main indication of peak summer in the Hamptons; brand activations are. Peppy ambassadors hand out electrolyte water and “functional coffee” samples at workout classes, and alcohol companies clamor to pop up at liquor stores and bars. Skincare brands compete to be part of gift bags given to women who will pass them directly to their nannies.

Now we’ve hit Peak Branded Car. They’re everywhere, from Jamagansett’s green vintage Benz to the Via Carota Cocktails wicker-seated Fiat to the Jones Road pickup truck to the Dune Skincare dune buggy. Last week at the NOMAD art fair, I saw designer Stuart Parr’s 1961 Coca Cola Fiat, which was used by the soda company as a promotional car, a precursor to today’s rolling ads. Charming in the sixties, cloying in the 2020s?

In today’s newsletter, for paid subscribers, some only-in-the-Hamptons curiosities: the wild story behind Multi Aquaculture Systems, a hidden Amagansett hatchery with great food; a be-toweled alley flasher alarms an East Hampton woman; Jennifer Fisher trusts her gut for her new collaboration with Maison Close in Southampton.