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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
Blank
PROJECT NUMBER • 2020-110
PROJECT STATUS:
COMPLETED

Fish and Chips Awards 2021

The Fish and Chip Awards are a celebration of Australia’s iconic Fish and Chips, and draws focus to the sustainability of Australian seafood, underutilised species, Fish Names, and Country of Origin Labelling in foodservice. The awards are popular with consumers, retailers, and media...
ORGANISATION:
Seafood Industry Australia (SIA)
Industry
People
PROJECT NUMBER • 2019-124
PROJECT STATUS:
COMPLETED

Shared science and Indigenous knowledge to support fisheries capacity building in Torres Strait

This report presents the results of a collaborative science capacity building project involving CSIRO researchers and Torres Strait Islander Fishing Industry representatives. Project participants worked together in the development and delivery of science capacity building programs tailored to each...
ORGANISATION:
CSIRO Oceans and Atmosphere Hobart
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PROJECT NUMBER • 2018-026
PROJECT STATUS:
COMPLETED

e-fish - An Integrated Data Capture and Sharing Project

The e-fish project provides an in-depth analysis of the challenges currently experienced by fisheries agencies in data integration and sharing. The project, led by the Australian Fisheries Management Authority (AFMA) in consultation with Australia’s State and NT fisheries jurisdictions,...
ORGANISATION:
Australian Fisheries Management Authority (AFMA)
SPECIES
Communities
PROJECT NUMBER • 2017-098
PROJECT STATUS:
COMPLETED

Southern Bluefin Tuna: Changing The Trajectory

Life on the Line is the true story of the Southern Bluefin Tuna, its biological traits and its history of exploitation and most recently its recovery. This documentary covers how research, managers and the fishing industry - commercial and recreational have contributed to the recovering status of...
ORGANISATION:
Australian Fisheries Management Authority (AFMA)
People
Industry
PROJECT NUMBER • 2018-004
PROJECT STATUS:
COMPLETED

SafeFish 2018-2021

SafeFish is an initiative that was developed by the South Australian Research and Development Institute (SARDI) in 2010 (Project 2010-752-10: SafeFish - Seafood Trade Expert Panel funded by the Australian Seafood CRC until 2015). Following this, the Fisheries Research and Development Corporation...
ORGANISATION:
SARDI Food Safety and Innovation
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
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