26 results

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
Industry
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)
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)

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

Project number: 2022-209
Project Status:
Completed
Budget expenditure: $182,505.00
Principal Investigator: Darryl P. Anderson
Organisation: Anvil Media
Project start/end date: 13 Jul 2023 - 30 Jan 2024
Contact:
FRDC

Need

FRDC has an already developed video and image library, however, does not have the resources to keep it supplied with new and relevant images, or to produce a series of short video clips and capture professional photos to showcase the innovation and sustanability of Australia's commercial fisheries. This is planned as a Phase #1 proof of concept project focusing on fisheries in 3 states: WA, SA and Queensland.

There is a need to produce a digital campaign that encapsulates the stories of commercial fishers and the role of their seafood supply locally and outside of Australia. These fisheries, their people, their fishing techniques and their markets have changed considerably over time. This presents an opportunity to showcase these changes –the new fisheries, the innovations and the inspiring young people taking over the reins.

This project is well aligned with the FRDC’s Strategic R&D priorities, and aims to build community, trust, respect and value (FRDC R&D Plan 2020-2025: Outcome 5) by providing foundational information and support services (FRDC R&D Plan 2020-2025: Enabling Strategy V).

Objectives

1. Increase the awareness of innovation and sustainability in wild catch seafood producers and their link to ongoing local seafood supply.
2. Increase the socio-economic development in coastal fishing communities.
3. Improve social acceptability and perception of the people, products, and organisations who are part of the regions featured in the series.

Website

Website • 2025-01-22
Take a Deep Dive_FRDC

Summary

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 catch fishing, innovation across the sector and its socio-economic benefits.
 
The videos were used in a social media campaign "Take a deep dive into wild catch fishing" with further details on the campaign and the videos available on the FRDC website here: https://www.frdc.com.au/take-deep-dive-wildcatch-fishing

Tasmanian Seafood Awards: RD&E Category sponsorship - 2024 & 2025

Project number: 2022-188
Project Status:
Completed
Budget expenditure: $10,000.00
Principal Investigator: Julian J. Harrington
Organisation: Seafood Industry Tasmania
Project start/end date: 29 Sep 2023 - 29 Nov 2025
Contact:
FRDC

Need

-Judging panel
- Social Media Kit (Images and supporting texts for pre and post event)
- Verbal acknowledgement as sponsors on the night
- Short speech about FRDC and award presentation
- Logo & acknowledgement in article in Tasmanian Seafood Industry News
- Banner and marketing material at the awards
- Website listing & link
- Tickets to awards
- Social media recognition
- Advertisment opportunity in Tasmanian Seafood Industry News
- Inclusion in media release

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