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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
Industry
PROJECT NUMBER • 2019-060
PROJECT STATUS:
COMPLETED

The Detection of Ciguatera Toxins in NSW Spanish Mackerel

Ciguatera Poisoning (CP) is an illness through the consumption of fish containing naturally occurring toxins, and is considered a high risk for Australian seafood safety. Ciguatoxins (CTXs) are produced by benthic microalgae (Gambierdiscus spp). In Australia, CP cases are related to fish caught in...
ORGANISATION:
University of Technology Sydney (UTS)
Industry
PROJECT NUMBER • 2018-087
PROJECT STATUS:
COMPLETED

Maximising the value of the NSW Longfin Eel catch through a whole of supply chain approach - Stage 1

Following a dramatic drop in demand for live wild-caught eels (Longfin Eel, Anguilla Reinhardtii) to be exported from NSW to China, fishing efforts have significantly reduced, and the fishery is now classed as underutilised. At the same time, there is a global shortage of eels, with demand...
ORGANISATION:
Honey and Fox Pty Ltd

Two-Eyed Seeing – a framework for cultural fishery assessments supporting equitable and sustainable access to shared resources in NSW Inland Rivers

Project number: 2021-107
Project Status:
Current
Budget expenditure: $1,460,500.00
Principal Investigator: Katherine J. Cheshire
Organisation: NSW Department Of Primary Industries Port Stephens
Project start/end date: 2 Jul 2023 - 31 Aug 2028
Contact:
FRDC

Need

Fish are totemic and a primary food source; and so are part of the deep cultural, spiritual and economic connections Aboriginal communities have to their waterways that are part of ‘Country’. Cultural knowledge tells us that when there’s more water availability cultural fishers experience increased total catches and greater diversity of target species, and they fish more (e.g. increase in recreational and subsistence fishing). These narratives also suggest that as a result of these improved cultural fishing opportunities, there are flow on socio-economic benefits to household budgets, diets of communities, social behaviours and mental health and well-being.

Water is sacred and living; and central to the cultural, social and spiritual identity of Aboriginal people, as well as to their livelihoods. Conceptual models underpinning western water management frameworks and decision making do not incorporate Aboriginal/First Nations socio-cultural complexity, local knowledge and governance arrangements. These are critical – Aboriginal/First Nations people have strong connections with fish, water, rivers and knowledge to contribute to planning, as well as a fundamental right to participate. Water and fish are central to the way of life, two-way knowledge and planning frameworks will support reciprocity in engagement and participation.

Two-Eyed Seeing Frameworks (Ganma, Yolgnu for two-ways) provide a way forward for cultural fishery assessments supporting equitable and sustainable access to shared resources. In this framework, knowledge systems (western and cultural) contribute in parallel, on an equal footing, and both serve as evidence bases to produce an enriched picture of mutual understanding. Application of this framework can empower Aboriginal communities to participate more equitably and negotiate by using their science and values and providing a method for inclusion.

The overall objective of this proposed project is to empower Aboriginal communities through application of a “Two-Eyed seeing framework” (Reid et al. 2020) to participate more equitably and negotiate for cultural fishing practices and water allocation and management. This project will define the cultural fishery and quantify the socio-economic value of cultural fishing in two NSW river regions, and assist communities to identify water management needs for key cultural fish species to support ongoing planning and negotiations. It will improve our current fishery and water management by providing a pathway for cultural fisheries and cultural science to be included. Overall, it will increase our current knowledge of fish and fisheries, by bridging the gap between cultural science and western science practitioners and knowledge holders to share understandings, insights and skills. The application and extension of this framework to a national project will be considered for future use in addressing cultural fishery allocations and management.

Objectives

1. Identify suitable NSW riverine cultural fisheries, engage with Aboriginal Communities, Traditional Owners, codesign the project and confirm move to phase 2.
2. Define and quanitfy the cultural fishery and associated totemic, cultura and social values
3. Identify and describe fish objectives and water management needs for cultural fish species using the Fish and Flows Framework.
4. Determine if changes in (2) are related to changes in water availability, policy and operations and/or river restoration activities (e.g. fish passage restoration, cold water passage, screening), if possible.
5. Objectively assess the efficacy and utility of the “Two-Eyed Seeing framework” in assessing the totemic, culutal and social fishing values and linking them to the fish and flows framework, including consideration of National applicability.
Industry
Environment
Communities
PROJECT NUMBER • 2016-251
PROJECT STATUS:
COMPLETED

Market study to assist target seafood marketing campaign to restore consumer confidence after Hunter River fishing closure due to contamination

In early September 2015 the discovery of a chemical contamination around the Williamtown RAAF base in the NSW Hunter Valley was made public The NSW Environment Protection Authority warned that chemicals perfluorooctane sulfonate ( and perfluorooctanoic acid ( had been found in surface...
ORGANISATION:
Intuitive Solutions
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
Industry
PROJECT NUMBER • 2017-020
PROJECT STATUS:
COMPLETED

Identification of muscle parasite in Yellowtail Kingfish (Seriola lalandi) and Mahi Mahi (Coryphaena hippurus), and determination as to the efficacy of non-invasive screening technology for the purpose of identifying infected fish in a commercial fish processing environment

Yellowtail kingfish (Seriola lalandi) and Mahi mahi (Coryphaena hippurus) are actively targeted by fishers in the warmer waters of northern NSW. Both species are becoming increasingly important to local fishers with escalating demand due to increased consumer awareness of the premium eating quality...
ORGANISATION:
Department of Primary Industries (QLD)
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