Market study to assist target seafood marketing campaign to restore consumer confidence after Hunter River fishing closure due to contamination
Project number:
2016-251
Project Status:
Completed
Budget expenditure:
$16,500.00
Principal Investigator:
Tricia Beatty
Organisation:
Intuitive Solutions
A promotional campaign strategy is now being discussed and implemented (shortly) to establish consumer confidence in seafood sourced from the Hunter River and greater Newcastle regions. Marketing research is needed to ensure that this campaign is effective in addressing consumer concerns and restoring consumer confidence.
This research will then define the target audience, the key messages that must be addressed, and any additional details that will ensure an effective promotional campaign
1. To identify through market research the understanding of the Hunter River Seafood Contamination by local residents, and regional, state-wide and national seafood consumers
2. To identify what is their confidence in NSW Government risk assessment and decision to re-open fishing in the region
3. To identify questions they have regarding safety in eating seafood sourced from the Hunter River and greater Newcastle region
4. To provide information to assist in a target seafood promotion campaign of Hunter River and Newcastle region seafood to restore confidence and repair brand damage due to the Williamtown Seafood contamination.
Final report
Author:
Michael Sparks
Final Report
•
2016-10-01
•
1.41 MB
2016-251-DLD.pdf
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 water, groundwaters and some fish species in nearby waterways Residents living near the base were warned to take precautions such as not eating fish or oysters from local waterways or drinking bore water. The NSW Government formed an expert panel and conducted an investigation into this issue The Expert Panel, after undertaking a major study, has advised that the levels of PFOS and PFOA within seafood in the region are at levels that provide minimal risk to most consumers Commercial and recreational fishing in the Tilligerry Creek and Fullerton Cove areas has re opened since October 1 st 2016 with an ongoing restriction on dusky flathead caught in the Hunter River for commercial fishers. A market research study was initiated to provide an estimate of the likely ‘ and ’ of this issue The research was conducted with two target groups of consumers:
o first, among Newcastle consumers (those who live within 50 km of Newcastle) and
o secondly, consumers who live 50 km 200 km from Newcastle
o first, among Newcastle consumers (those who live within 50 km of Newcastle) and
o secondly, consumers who live 50 km 200 km from Newcastle
