Wild catch Barramundi Workshop to explore future options to improve fisheries
2018 marketing symposium to showcase innovative communication methods
Although a $2.7 billion industry the Australian seafood industry has traditionally lagged behind other primary producers in its ability to centrally organise, market and represent itself to consumers, regulators and the general public.
The formation of Seafood Industry Australia is a big step in correcting this anomaly.
There remains a strong need for seafood producers(fishers and Farmers) to understand the current seafood market,supply chain and advances in product development and marketing.
A further marketing symposium will provide industry with an update on the current trends and approaches, it would further benefit industry by:
1. Reinforcing with industry how effective marketing works.
2. Inspire participants with practical examples of effective marketing they coud apply at a sector, category or company level.
3. Showcase examples of effective marketing for domestic demand, export, trade and industry goodwill.
4. Identify and explain new marketing channels and the opportunities they present.
5. Demonstrate how to incorporate a systematic approach to developing a brand.
6. Identify meaningful and distinct consumer markets throgh market segmentation
It is clear the priority audience for the symposium are fishers and farmers looking to improve their profitability.
Presentation
Project products
RAC QLD: Queensland Seafood Marketing Symposium
Tactical Research Fund: Establish the acceptability of the Queensland Endeavour prawn as a product of choice in the Qld domestic market
The Endeavour prawn has traditionally been successfully marketed into the European Union but over the last few years a number of factors have forced this product from that market.
The two principal factors are:
1. The EU now tests extensively for cadmium levels in prawn and unfortunately on an irregular basis the level in Endeavour prawn exceeds the EU standard. Shipments have been rejected by Customs in the EU even
after testing in Australia has shown the product to be at acceptable levels.
2. Catches of Argentinian prawn have increased substantially over the last few years and due to their high quality and low price have become the prawn of choice for the EU.
This has created a situation in Australia where product being harvested in the Gulf of Carpenteria, Torres Strait and Queensland East Coast has become virtually unsaleable.
However, while work continues to be undertaken to resolve issues on Cadmium levels it is important that catchers look to diversify market opportunities, targeting and maximizing previously smaller local markets.
With catches from these areas exceeding 1,000tonnes each year it is imperative that alternative options be developed to maximize the economic yield of this catch.. Failure to do so will unquestionably accelerate the the parlous state of the Qld trawl industry. We believe that there exists a good opportunity to address this situation via sensible planning and marketing of this product.