Love Australian Prawns evaluation using consumer research, sales data and market insights
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
Community Sentiment Survey
There is currently no available data which provides insight into community expectations and sentiment. Canvassing and reporting on the perceptions, views and likely behaviors of seafood consumers in particular will provide a fuller understanding of the impact of any change to the current fishery and marine park areas.
Survey
management frameworks for fishing in and around Australia. These management processes implement controls, such as limits on catch or effort levels, and regulation of fishing methods to manage Australia’s fisheries in a sustainable way. It also includes the definition and description of different fishing zones and areas. Nominated Australian fisheries and marine park areas are two critical foundations for the description of some of the areas in and around Australia.
A need to understand the Australian community’s awareness and understanding of these zones has been identified. A measure of the support for commercial fishers to operate in these areas was also seen as an important measures to collect
and describe. These measures will provide Governments and industry the opportunity to plan for their communications and engagement with the Australian community on these two key zones. This research was designed to provide a snapshot of the community’s awareness, knowledge and perceptions of Australian fisheries, marine parks and commercial fishers who may operate in these designated areas. A representative sample of n = 1,000 adult Australians was captured in this community sentiment survey. A more detailed
explanation of the research design is provided in the attachments to this report.