Pearl Consortium IPA: Maximizing selection response and commercial return from genetic selection of the silver-lip pearl oyster Pinctada maxima
Seafood CRC: A Final Seafood Omnibus: Evaluating changes in consumers attitudes and behaviours
The CRC commissioned two previous Omnibus Studies – one collected data in November/December 2009 (n = 2,643) and the second collected data across December 201 and January 2011 (n=3,629). These studies had three keys objects:
1. Measure seafood consumption levels and patterns including consumers' knowledge and preferences for seafood (benchmark and track changes over time).
2. Measure consumer acceptance (in terms of consumers’ willingness to pay, the expected market share, segmentation, and importance of product features) and forecast the demand for a range of innovative seafood products, packaging, and services.
3. Determine the relative impact of different advertising, promotional messages (e.g., health benefits, sustainability and other environmental claims, etc), education programs and the extent those messages would be valued by the consumers.
The CRC has conducted considerable further research since these studies, however this has been targeted to specific species (eg barramundi, prawns etc) with no further tracking over time of seafood consumption levels and patterns including consumers' knowledge and preferences for seafood. Given the work of the CRC in several species since the last Omnibus a final study addressing objectives one specifically would allow changes over time to be measured. In addition the final Omnibus could include questions addressing issues that have arisen through the further studies conducted by the CRC that remain unanswered including:
1. The role and impact of childhood habits on seafood consumption
2. Gender differences in purchasing and preparing seafood
3. The role of health/dieting on the Monday consumption pattern
4. The role of social media in seafood consumption
5. Consumer understanding and impact of sustainability
6. Underutilised species
7. The impact of provenance and traceability.
These issues are in line with the final recommendations from the previous two omnibus studies.
Final report
The purpose of this project was twofold – firstly, to identify changes in consumers’ attitudes and behaviours over the past 5 years, and secondly, to further explore key issues impacting continued consumer trends. This study is the third Omnibus Consumer Research project carried out by the CRC and follows the 2009 and 2011 studies conducted by the Ehrenberg Bass Institute. The 2015 Omnibus comprised a national online survey conducted in April 2015 and was completed by 2,538 consumers over the age of 18. Respondents broadly matched the Australian population in terms of state location and age. Criteria for inclusion were the same across all three Omnibus studies. A major difference between the studies was timing. The 2009 Omnibus was conducted in December in the lead up to Christmas in 2009 and the second omnibus was conducted over December and January 2011, so again a key holiday period. The 2015 Omnibus specifically targeted a non-holiday period of March 2015. Many of the differences in results between the three studies can be at least partially attributed to this difference in timing. The 2015 Omnibus comprised two major sections: the first section monitored similar issues to the previous two Omnibus studies and so allowed the identification of trends, while the second part of the Omnibus explored new areas.
Keywords: seafood consumption, seafood marketing, omnibus, sustainability
SCRC: Synthesis of Australian Prawn Farmers Association research for extension to industry and relevant stakeholders
The Australian Prawn Farmers Association (APFA) has been part of the Seafood CRC since inception. During that time numerous research projects have been undertaken and while every effort has been made by the APFA to capture final reports the Association lacks a complete summary of all research.
In addition, this can be expanded to include research undertaken via the FRDC, as well as other papers, commission reports and research relevant to Australian prawn farming. A one stop "house" for all these materials would be preferable.
The concept of a APFA report card has been discussed and the CRC is undertaking this work currently. However, this application aims to develop a project that creates a a single summary of all APFA research in the last 14 years.
Final report
The purpose of this project was to develop a single consolidated summary of all available research relevant to Australian prawn farming, by auditing all key research and reports (both academic and non-academic) published since 2000. The audit was required to note any issues on the current ease of accessing information and include recommendations to improve information access to ensure industry can find information quickly.
The outcomes of this research have been published as a database on the Australian Prawn Farmer’s Association Website www.apfa.com.au
Understanding flesh colour variation in Atlantic salmon: molecular mechanisms and genetic effect
SCRC: Developing a (Sea)Food Marketing Course
A strong Australian food industry is vital to both food security and a strong economy, with the food industry currently worth over A$110 billion annually and over 15% of Australians employed throughout the food value chain. As stated in the National Food Plan ‘Growing international and domestic food markets will create substantial opportunities for competitive and productive food businesses in Australia.’ And further ‘Global food demand will shift in coming years to higher value and more protein rich foods like meat.’
For the Australian Seafood industry to remain competitive and grow, seafood industry marketers not only need to know how to market seafood but will benefit from a broader understanding of how to market food more generally and an understanding of where seafood ‘sits’ in food marketing. By addressing food more broadly and covering a wide range of food sectors (including meat, dairy, horticulture etc) seafood marketers will be able to identify strategies and tactics used by other food industries globally and in Australia that may be applied to seafood marketing. The purpose of the proposed (Sea)Food Marketing course is to build on the knowledge and expertise gained throughout the ASCRC to develop a University accredited course in Food Marketing with specialised content in seafood marketing. It is estimated that seafood specific content would be between 20 to 30 percent of the course.
The proposed course will be available in postgraduate business programs (MBA, Master of Management, Master of International Business and nested graduated certificates and graduate diplomas); as a single course for credit; and in addition a not for credit version of the course will be developed.
At undergraduate level, introductory marketing courses focus on descriptions of theory and application and it is not until advanced level marketing courses that the focus changes to look at strategy and its implementation. At postgraduate business level, given the work experience requirements of many programs, a greater focus on applying theory to real world situations at higher levels is evident. The proposed course is at postgraduate level and will have a strong focus on strategy and decision making and the allocation of resources across the elements of the marketing mix, with the ultimate aim of having students develop a strategy and an implementation plan for a food product (with the formal assessment focussing on these outcomes).
The proposed course will include a series of case studies and lessons learnt vignettes (as per the attached table) that will address two of the extension opportunities identified by Jayne Gallagher and Emily Mantilla at the Seafood Hub meeting in April. These resources will be designed so that they can be used as 'stand alone' for other purposes (eg short courses, VET training).
As part of the formal university accreditation process for a new course, a rationale including evidence of demand must be presented and is considered by committes at both Faculty and Univeristy level before a course can be approved. Hence formal university approval of the course is based on the rational and so is a Go/ NO GO point for the project. For this proposal the formal pathway is the end of September (so aligned with the first Milestone).
SCRC: Post Doctoral Research Scientist - University of the Sunshine Coast
The University of the Sunshine Coast has expertise in Supply Chain, Business, Marketing, Social Networks and Social Capital. This Post Doc will utilise skills in these areas to support key CRC activities. This application will enable USC to retain a valuable and skilled researcher which the CRC has invested in the development of, and through additional efforts of the Post Doc will enable other CRC participants to capitalise on this knowledge and expertise.
Prawns and Barramundi, soon to be followed by other sectors, are developing & implementing national marketing strategies which will largely rely on having effective relationships with specialist seafood retailers. A separate project (MT040) is being developed to investigate how best to engage with this channel & implement strategies in partnership with these seafood retailers.
This Post Doc will work closely with the CRC Projects Manager and apply research knowledge and skills in relation to business strategy, business models and social networks/capital to project MT040.
Specific Key Project Involvement:
MT040 Know the retailer - strategies for working with specialist seafood retailers:
Work as a Co-Investigator on this project, with specific responsibility for developing and evaluating effective methods for engaging specialist seafood retailers in industry marketing activities, and the sharing of best practice. This concept has been approved by the CRC Board, and full detail will be contained in the Full Proposal currently being developed
2011/736 National Prawn Category Marketing Strategy:
Work with the Marketing Manager (and others) on implementation process with Queensland Prawn Fishers - an area identified as the one of the most difficult to engage with
2010/777 Identification of the core leadership group and network structure of East Coast Trawl to develop, implement and evaluate strategic opportunities:
Implement recommendations coming out of this project
2008/794.20 Repositioning Australian farmed Barramundi in the domestic market:
Assist with implementation of actions coming out of this project.
Other projects identified over the next 14 months.
A current process of harvesting outputs that can be extended is being undertaken within the CRC by the Program Managers for Programs 2 and 3, as well as the Seafood Project Manager. This process will identify 2 priorities for extension via this PDRS.
A Full work plan will be developed with the Program Manager Program 2 and the Seafood Project Manager, and reviewed and updated on a quarterly basis.
SCRC: Australian Seafood CRC Publication Prize: Josephine Nocillado
SCRC: Yellowtail Kingfish genetics: commercialisation strategies
Clean Seas Tuna are now focusing on YTK and genetics is a key to enhancing the commercial success of YTK production. Not only will a successful genetics program lead to improvements in the quality of the fish and profitability of the program, it will also open an opportunity for the sale of genetically improved seed both nationally and internationally. For a successful and enduring YTK genetics program we need:
1. To use the genetic program to promote the CST business of fingerling sales nationally and internationally.
Over the last few years, CST has sold YTK fingerlings to overseas buyers. This market is embryonic
and its full potential not explored. As a unique holder of genetically selected stock which is raised in
pristine conditions, CST are interested to explore how the genetically selected stocks can be used to
promote international sales of YTK fingerlings. The following are needed to support this ambition:
1.1 Documentation of the production and commercial value of the genetically improved stocks locally
and overseas via international collaborations
1.2 The design and production of publicity materials (websites/ brochures) explaining the genetic
program and its value
1.3 The design of genetic protection to ensure fingerlings sold are used for grow out and are not suitable to be used as elite broodstock elsewhere
2. Fully Integrate the genetic program with industry operations:
The present YTK genetic project currently operates with specialist and ongoing input from broodstock biologists, genotypers, quantitative genetics and project leaders. While web resources have been put in place to handle the flow and interconnection of the information and data, these arrangements were better suited for the development of a genetic program rather than its long term operations integrated with industry. There is a need to develop a raft of support materials, such as plans, data storage, and data analysis tools to permit the genetic program to operate smoothly within the industry environment. There is potential to integrate this component of the work with legacy project 2012/757 if the latter should go ahead
3. Ensuring the genetic program attains international best practice in rate of genetic improvement
We can enhance the present YTK genetic program in terms of dividend per year:
3.1 Presently, CST have been using 4-5 year old female YTK to spawn which substantially retards the rate of
genetic response per year (modelling shows contracting generation time is the most effective way to
accelerate yearly genetic gain). Therefore there is a need to develop the technologies to shorten the
generation time to speed up per year selection response
3.2 Optimize selection response while minimizing inbreeding
3.3 Maximize the accuracy of selection (using information from relatives and genomic information)
4. Capture and sustain genetic diversity in the long term
The initial economic and production imperative was to move CST YTK to all production based on selected F1 or F2 animals. This was achieved in project 2010/768 and while this project met the go / no go requirement of an effective population size of 40 (limiting long term inbreeding to about 1%) , there are insufficient families being produced to do much between family selection (culling of whole poor families).
4.1 CST only has sufficient families to permit within family selection. 16 males and 17 females have contributed to the next generation, and while there are dozens of different families, the effective population size is fractionally low to sustain inbreeding rate of less than 1%, adding and keeping the equivalent of five families will bring the long term inbreeding rates to below 1%. This will also help promote the long term sustainability of the genetic program in terms of inbreeding and maintaining genetic diversity. In addition, we will introduce advanced statistical tools such as optimal genetic contribution theory to maximize genetic gain while minimizing inbreeding to sustain genetic progress in kingfish.
Final report
Previously, we have implemented a selective breeding program for Yellowtail Kingfish (YTK) and today all production is based on genetically selected stock, which is up to 20% superior than the wild stock.
This current project focuses on whether realized selection response was achieved and adds:
- further families to the pedigree
- facilities (broodstock tanks) to the program
- data management and long term planning
- new DNA microsatellite markers for pedigree assignment
- measures the genetic improvement at up to 20%
Today, CST is the only kingfish production company with a genetic program that has progressed beyond breeding the first generation yet maintained diversity. Present CST is in the unique position of having well advanced F2s and soon will have F3s in production.
We have produced recombinant FSH and demonstrated it acts to promote gonadal development in YTK
SCRC: Phase 2 Love Australian Prawns: Stakeholder Evaluation
This project forms a sub-component of an existing project - the LAP Phase 2 activation. In brief this project forms the evaluation component of that project and will evaluate the impact of the Phase 2 campaign on consumers, retailers and industry. The evaluation of the Phase 1 campaign provided a foundation for making minor changes to the campaign collateral as reflected in the Phase 2 campaign. In addition the Phase 1 evaluation highlighted improvements for subsequent evaluations. This evaluation will provide a foundation for evaluating those changes to both campaign collateral and the evaluation methodology to be incorporated in future campaigns.