ACPF IPA: Australian wild caught prawn sector RD&E management and communication
Capability and Capacity: Nuffield Australia Scholarships
The Nuffield Scholarship program relates to the 'People' section of FRDC's RD&E program, needed to attract and advance people who will lead fishing and aquaculture towards a sustainable and profitable future. The FRDC has taken a strong role in this area, facilitating access to leadership development for all sectors of fishing and aquaculture.
Unlike many capacity building programs that place focus on working within communities in their own environments, Nuffield Australia seeks to break the cycle of everyday life in primary production. The approach is to organise and facilitate international study tours that allow participants to break away from their normal routine and gain a global perspective on how other producers around the world operate their businesses and apply leadership in their industry.
A Nuffield Scholarship targets young primary producers who are already on the leading edge of production practices and technology uptake in their respective communities in Australia. The program is necessary to further enhance those individuals’ skills, elevate their status as role models and innovative leaders amongst their own broader community, thus having a ripple effect that goes far beyond their immediate participation.
Report
The Australian seafood industry has a long and proud history of employment of very sound environmental and economic management principles which have made it the envy of much of the world.
An altogether robust Australian seafood industry is hyper critical to the social and economic fabric of the coastal communities it supports, and it is vital this industry is maintained and – wherever possible – continually developed in a way which brings the best possible outcomes for all vested parties.
In an age of social media and 24-hour news cycles, it may be argued the Australian seafood industry and its general social licence to operate finds itself under increasing levels of attack. It is at times easy to consider there is more fearmongering than fishmongering occurring in this new age, and it is vital that the industry takes effective and collaborative steps to ensure that public perceptions pertaining to the industry are in line with the reality of the generally responsible way in which it operates.
The author visited nine countries as part of this research, including commercial fishing operations, aquaculture ventures, general agribusinesses, peak representative bodies, wholesalers, retailers, third-party certifiers and financial institutions in both developing and developed nations. The aim of the study was to understand the importance of maintenance of an industry’s social licence to operate, whilst considering consumer confidence, modern markets, investor confidence, key motivators, brand development, politically motivated policy settings and general public perception.
It is very clear that maintenance of an intangible, but critical, social licence to operate must be a key and ongoing consideration for any business, industry peak body, regulatory body, or other organisation. For an industry such as the Australian seafood industry - which relies absolutely on its right to access public resources - maintenance and development of public perceptions around the socially responsible nature of its operations is fundamental.
This report is in part an anthropological study generated from countless meetings, interviews, observations and individual and collective viewpoints. It aims to explore the concept of the social licence to operate (SLO), why it is important, how it can impact on a business or brand and steps which can be taken to ensure a business maintains it.
Project products
Love Australian Prawns evaluation using consumer research, sales data and market insights
RAC QLD: Queensland Seafood Marketing Symposium
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
Final report
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.