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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
:

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
Industry
PROJECT NUMBER • 2019-067
PROJECT STATUS:
COMPLETED

Investigate changes in acceptance of wild caught Barramundi in the foodservice and hospitality market sectors

In 2017 and 2018, wild-caught Barramundi fishers experienced large price fluctuations, with prices falling to an all-time low. Anecdotal information suggested that this was, in part, due to a lack of development in packaging, presentation and grading of products, which in turn had seen demand from...
ORGANISATION:
Honey and Fox Pty Ltd
SPECIES
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 • 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)
TAGS
Blank
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
Blank
Industry
PROJECT NUMBER • 2022-209
PROJECT STATUS:
COMPLETED

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

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...
ORGANISATION:
Anvil Media
Industry
PROJECT NUMBER • 2017-203
PROJECT STATUS:
COMPLETED

Risk from Diarrhetic Shellfish Toxins and Dinophysis to the Australian Shellfish Industry

This study first examined DSTs in spiked and naturally contaminated shellfish - Sydney Rock Oysters (Saccostrea glomerata), Pacific Oysters (Magallana gigas/Crassostrea gigas), Blue Mussels (Mytilus galloprovincialis) and Pipis (Plebidonax deltoides/Donax deltoides), using LC-MS/MS ...
ORGANISATION:
University of Technology Sydney (UTS)
TAGS
Industry
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