From television cooking shows to social media, an intensified media focus on food has increased public visibility of issues of food provenance and sustainability in recent years. This has profoundly changed the communications landscape in which Australian food industries operate. There is now increased scrutiny and criticism of food industry activities not just from the ‘usual suspects’ (such as environmental activists), but also from a range of new players: celebrity chefs, food bloggers, social media ‘clicktivists’, and other media influencers. On the issue of sustainable seafood, these influencers have often been successful in securing a greater share of media ‘voice’ than industry itself. This is concerning because influencers’ messages are not always aligned with industry claims or with Government sustainability assessments. We know from international research that food celebrities and food media can either encourage or deter seafood consumption depending on the message (Bowman & Stewart 2013), but we don’t yet know what the impact is of Australian media, and media influencers, on consumer purchasing intentions, their attitudes and beliefs regarding the sustainability of Australian seafood, and the social acceptability of the industry. Aligning with National Priority 1 and its focus on industry communications strategy, this project will examine media coverage of Australian domestic fisheries sectors to identify: the messages about sustainable seafood prominent in Australian media; the media influencers, strategies, and professional networks underpinning their circulation; and how these messages are understood and interpreted by consumers. This knowledge will be used to inform communication strategies that will ensure clearer sustainability messages, reduce consumer confusion, and improve consumer trust in the Australian seafood industry.

With fisheries resources under increasing pressure globally from both fishing and non-fishing activities, and the rapid expansion of aquaculture presenting both opportunities and challenges, there is a need to enhance cooperation and collaboration among fisheries professionals to ensure the world’s oceans and rivers are managed sustainably for the benefit of current and future generations.
The WFC2020 aims to attract fisheries professional worldwide by promoting an engaging program featuring internationally recognised keynote speakers that will prompt debate and discussion about new research, fisheries utilisation and access, and management implications and actions.
FRDC funding is sought to assist organisers generate successful outcomes by facilitating greater benefits and appeal to delegates. Funds will contribute to the overall Congress budget, and assist in providing dedicated resources to ensure successful planning and organisation of the event. This may include: attracting high profile international keynote speakers; world-class venue facilities; event promotion; and creating a legacy to the wider community.
This proposal addresses two of FRDC’s national priorities:
(i) Ensuring that Australian fishing and aquaculture products are sustainable and acknowledged to be so.
(ii) Improving productivity and profitability of fishing and aquaculture.
The WFC2020 provides an opportunity for the Australian and New Zealand seafood industries to demonstrate to the international fisheries community and the broader public that they are leaders in sustainable management of fisheries and aquatic systems, producing some of the highest quality sustainable seafood in the world. Furthermore, the Congress will provide the local fishing, aquaculture, recreational and indigenous sectors with unparalleled access to the latest research, technological developments and updates on global markets.
People Development is also addressed in this proposal, in encouraging knowledge transfer and R&D adoption within the international fisheries community and providing an opportunity for the Australian and New Zealand fishing industries to take a lead role in debating and discussing current and future research.