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RAC QLD: Queensland Seafood Marketing Symposium

Project number: 2016-262
Project Status:
Completed
Budget expenditure: $40,000.00
Principal Investigator: Marshall Betzel
Organisation: Queensland Seafood Marketers Association Inc (QSMA)
Project start/end date: 29 Dec 2016 - 30 Jul 2017
Contact:
FRDC

Need

Although a $2.7 billion industry,the Australian Seafood lags behind otherp rimary producers in its ability to centrally organise, market and represent itself to consumers,regulators and the general public.

There remains a strong need for seafood producers (fishers and farmers) to understand the curren seafood market, supply chainand advances in product development and marketing.

A marketing symposium would provide industry with an update on the current trends and approaches, it would further benefit industry by benefit industry by:

1. Informing participants how effective marketing works
2. Inspiring participants with practical examples of effective marketing they could 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. Demonstrating how to incorporate a systematic approach to developing a brand
6. Identifying meaningful and distinct consumer markets through market segmentation

It is clear that the priority audience for the symposium are fishers and farmers looking to improve their profitabulity

Objectives

1. Create and promte a 1 day marketing symposium

Final report

Author: Marshall Betzel
Final Report • 2017-09-29 • 376.07 KB
2016-262-DLD.pdf

Summary

The initial proposal to hold a marketing symposium in Queensland was based on the need to bring Industry together with particular reference to the post-harvest sector to provide, exchange and discuss information in an open forum regarding trends and/or needs in the existing value chain process which will lead to product reaching its market in ultimate post-harvest condition and value. Concepts of market brands, brand orientation, consumer trends, market segmentation, packaging and distribution were all key elements of the symposium subject matter.

One of the key messages that resonated strongly throughout the symposium was that as an industry, we don’t communicate with consumers or the community in general about how sustainable Queensland Seafood is or its value in terms of nutrition and wholesomeness. Similarly, the sustainability message of how our industry operates is also absent in our marketing.

There was a strong consensus amongst the delegates that these areas should be addressed, and that perhaps the central theme of the next symposium should be what effective strategies and methods should we as an Industry consider in engaging and creating awareness within the community as to our high level of sustainable practice and social responsibility.  

Project products

Presentation • 27.04 MB
2016-262-Presentations.pdf

Summary

Presentations by the following presenters are available to download as PDF:

  • Hayley Abbott
  • John Connelly
  • Chanel Day
  • Claire McAsh
  • Chris Calogeras
  • Sam Gordon
  • Alan Adams
  • Peter Horvat
  • John Sussman
  • Arthur Raptis
  • Ben Hale

Valuing WA smaller commercial fisheries across the supply chain

Project number: 2022-038
Project Status:
Completed
Budget expenditure: $149,681.00
Principal Investigator: Anders Magnusson
Organisation: BDO EconSearch
Project start/end date: 18 Oct 2022 - 24 Aug 2023
Contact:
FRDC

Need

The proposed study will produce information about the supply-chain economic contribution of selected small scale fisheries in Western Australia, as well as a method that can be applied to making these estimates for other fisheries.

The proposed approach includes making three separate estimates of the supply-chain contribution of selected fisheries using three different levels of information: (1 – minimal cost) published fishery production data and a regional economic model that describes inter-regional flows using published statistical data, (2 – minimum consultation) the same as 1 but also including a workshop with key stakeholders to inform the assumptions, and (3 – maximum data) the same as 2 but also collecting primary data from businesses along the supply-chain. As such, the estimates produced for the selected fisheries using approach 3 will be of high quality and the recommended method described in the guidelines will be informed by a comparison of the cost and performance of undertaking the analysis using each level of information.

Three approaches to obtain supply chain data will be utilised and compared in this project. Below summarises the set of data sources within each approach.

Minimal cost approach
Fishery production statistics: Published production statistics (State of the Fisheries 2020/21*) or data request to DPIRD
Fishery financials and employment: Published profiles (if available) or matched fisheries (as per 2017-210)
Supply-chain flows: Analysis of regional input-output tables, taken as given
Supply-chain financials and employment: Analysis of regional input-output tables

Minimal consultation approach
Fishery production statistics: Published production statistics (State of the Fisheries 2020/21*) or data request to DPIRD
Fishery financials and employment: Published profiles (if available) or matched fisheries (as per 2017-210)
Supply-chain flows: Estimated by workshop with stakeholders, starting from input-output table estimates
Supply-chain financials and employment: Analysis of regional input-output tables

Maximum data approach
Fishery production statistics: Published production statistics (State of the Fisheries 2020/21*) or data request to DPIRD
Fishery financials and employment: Primary data
Supply-chain flows: Primary data
Supply-chain financials and employment: Primary data

* Newman, S.J., Wise, B.S., Santoro, K.G. and Gaughan, D.J. (eds) 2021, Status Reports of the Fisheries and Aquatic Resources of Western Australia 2020/21: The State of the Fisheries, Department of Primary Industries and Regional Development, Western Australia.

Key to estimating the supply-chain flows for the low-data approaches, we will apply the direct coefficients from input-output tables within our RISE models to the value of each fishery to estimate the value of each node of the supply chain for each fishery. The input-output model tells us for each dollar of sales from the fishing sector there are sales to other sectors (i.e. processing, wholesale trade, retail trade, food services). Subsequently, those sectors also have sales to other sectors. By applying these coefficients in sequence we can estimate the value of each node of the supply chain. Data for input-output models are held by BDO and ultimately sourced from publications by ABS, RBA, ATO and other public organisations.

Under the minimal consultation approach, we will refine the supply-chain map developed under the minimal cost approach by eliciting judgement by key stakeholders. These stakeholders will have an idea of the size of the supply chain nodes and will be able to confirm or adjust the values according to their knowledge.

Under the maximum data approach, we will interview businesses along the supply chain in order to collect data to value each supply chain node. We will elicit the value of each business and the number and size of businesses at each node. Information on the number and approximate size of businesses at each supply chain node will be sought from industry participants at the workshop. Contact details for businesses willing to be involved in the interview process with also be sought at the workshop.

Objectives

1. To recommend a method to map and value the supply chain of small scale fisheries in WA and to estimate the economic contribution at each node of the supply chain, including options for addressing gaps in data availability.
2. To develop an extension to the Australian Fisheries and Aquaculture Industry 2017/18 Practitioner Guidelines, for assessing supply chains and economic contributions of small-scale fisheries.

Final report

ISBN: 978-0-6458962-0-6
Author: BDO EconSearch
Final Report • 2023-09-01 • 1.62 MB
2022-038-DLD.pdf

Summary

This study aimed to produce information about the economic contribution of the supply chain of selected small-scale fisheries in Western Australia (WA), as well as a method that can be applied to making these estimates for other fisheries. Substantial research has been completed to estimate the economic contribution of commercial fisheries to Australia and its regional communities, and to produce guidelines that practitioners can apply to update and regionalise these estimates. However, past research has largely focused on the ‘upstream’ activity (the flow-on effects from commercial fishing from expenditure on inputs to fishing and expenditure of income derived from fishing). Little work has been done to describe the ‘downstream’ activity (what happens to the seafood product throughout the supply chain after it has been landed, that is, as the product moves from the point of landing to final consumers), the focus of this study. This study makes three separate estimates of the economic contribution of a selection of case study fishery supply chains using three different levels of information. It then compares the sets of results for each case study to make conclusions about the quality versus cost of the approaches. 
Industry
Industry
Industry
PROJECT NUMBER • 2017-206
PROJECT STATUS:
COMPLETED

Assessment of the Inflamark method as a sensitive and cost-effective measure of oxidative stress in cultured fish

This collaborative project between industry and academia was developed in response to the need for a reliable and simple measurement of fish health status in farmed populations as well as in a research context, to assess the outcomes of trials on health, nutrition and environment. We have developed...
ORGANISATION:
Department of Primary Industries and Regional Development (DPIRD) WA
Adoption
PROJECT NUMBER • 2017-065
PROJECT STATUS:
COMPLETED

Disseminating existing bycatch reduction and fuel efficiency technologies throughout Australia's prawn fisheries

Prawn trawling is among the world's least selective fishing methods, the unintended consequence being large quantities of bycatch. It is also a method that can disturb benthic habitats and use large quantities of fuel—a significant running cost for many fisheries. Issues of bycatch and fuel...
ORGANISATION:
IC Independent Consulting Pty Ltd

Digital Campaign: Innovation, sustainability, labour retention in Western Australian inshore fisheries - National video stories investment

Project number: 2022-209
Project Status:
Completed
Budget expenditure: $182,505.00
Principal Investigator: Darryl P. Anderson
Organisation: Anvil Media
Project start/end date: 13 Jul 2023 - 30 Jan 2024
Contact:
FRDC

Need

FRDC has an already developed video and image library, however, does not have the resources to keep it supplied with new and relevant images, or to produce a series of short video clips and capture professional photos to showcase the innovation and sustanability of Australia's commercial fisheries. This is planned as a Phase #1 proof of concept project focusing on fisheries in 3 states: WA, SA and Queensland.

There is a need to produce a digital campaign that encapsulates the stories of commercial fishers and the role of their seafood supply locally and outside of Australia. These fisheries, their people, their fishing techniques and their markets have changed considerably over time. This presents an opportunity to showcase these changes –the new fisheries, the innovations and the inspiring young people taking over the reins.

This project is well aligned with the FRDC’s Strategic R&D priorities, and aims to build community, trust, respect and value (FRDC R&D Plan 2020-2025: Outcome 5) by providing foundational information and support services (FRDC R&D Plan 2020-2025: Enabling Strategy V).

Objectives

1. Increase the awareness of innovation and sustainability in wild catch seafood producers and their link to ongoing local seafood supply.
2. Increase the socio-economic development in coastal fishing communities.
3. Improve social acceptability and perception of the people, products, and organisations who are part of the regions featured in the series.

Website

Website • 2025-01-22
Take a Deep Dive_FRDC

Summary

This project developed a suite of videos that showcased an unbiased and authentic perspective on what the commercial wild catch sector looks like from the fishers' perspective. Through a series of interviews, each video focuses on the themes of - career opportunities, sustainability within wild catch fishing, innovation across the sector and its socio-economic benefits.
 
The videos were used in a social media campaign "Take a deep dive into wild catch fishing" with further details on the campaign and the videos available on the FRDC website here: https://www.frdc.com.au/take-deep-dive-wildcatch-fishing

Trans Tasman Rock Lobster Industry Congress - Locking in the Future: 2023-2031

Project number: 2022-109
Project Status:
Current
Budget expenditure: $150,000.00
Principal Investigator: Tom T. Cosentino
Organisation: Southern Rocklobster Ltd (SRL)
Project start/end date: 7 Feb 2023 - 30 Dec 2033
Contact:
FRDC

Need

Australian and New Zealand Rock Lobster is a high value product that has strong recognition in their local and export markets. There is significant capital investment across the combined jurisdictions of the Trans-Tasman lobster fisheries. As with most other wild caught fisheries and seafood sectors Trans-Tasman lobster fisheries face similar challenges in regards to, sustainability, threats to / competition for the resource and resource access, product quality and food safety, implications from aquaculture production and applying and taking advantage of new and emerging technologies. In addition to these common industry issues, lobster fisheries produce a product that is predominantly for live export which adds further challenges such as barriers to trade and trade agreements, complex supply chains and understanding the ‘what and where’ of new market opportunities.

Well organised and educational forums such as Trans-Tasman Rock Lobster Congresses enable a sharing of information and a collaborative approach to addressing challenges and sharing successes. Since first being held in 1999 the biennial Rock Lobster conferences have become the pre-eminent forum for the respective Trans-Tasman lobster industries to consider and address the many challenges across the supply chain. There is never a shortage of key issues and topics to address and bring together in a common theme to deliver a successful Trans-Tasman Industry Congress that has the support of all the key industry bodies and wider stakeholders.

The history of successful Trans-Tasman Industry Congresses, speaks for itself.
Trans-Tasman Congresses have well established support of all the key industry bodies and wider stakeholder interests with all lobster producing jurisdictions having now hosted an event. This history combined with the experience, existing contacts, establishing themes, producing engaging programmes, having informative exhibitions, attracting quality keynote speakers - both local and international, continuing sponsorship from service providers and the ability to attract the general support of industry ensure there is a pool of support and knowledge to deliver successful congresses

Initial Contributions (2023):
• Total combined initial contributions will be to a maximum of $30,000.00.
• Request a cash contribution from the NZRLIC.
• Request a contribution from the Eastern Rock Lobster Industry.
• Contribution from the SRL IPA.
• Contribution from the WRL IPA.

Proposed Governance Arrangements:
• The Managing Entity (ME) i.e. the industry body responsible for administering the congress in a particular year, will be responsible for holding and managing the ‘kitty’ of funds.
• ‘Surplus’ funds will be used to fund the administration, hosting and attendance of any planning meetings conducted in the ‘interim year’, this process will be managed by the ME responsible for hosting the most recent (past) Trans Tasman Congress.
• PI & Co-Investigators will discuss and confirm the amount required for future initial contributions.

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