28 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
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
Industry
PROJECT NUMBER • 2017-169
PROJECT STATUS:
COMPLETED

Assessing the nutritional value of Australian Barramundi

Farmed Australian barramundi (Lates calcarifer) is a reasonably well-recognised fish product in the Australian marketplace, however, its nutritional value and health benefits compared to other animal protein and seafoods is not quantified and widely known by consumers. This study assessed the...
ORGANISATION:
James Cook University (JCU)
SPECIES

Building an evidence base: The point of order experience for Victorian seafood consumers

Project number: 2017-146
Project Status:
Completed
Budget expenditure: $16,000.00
Principal Investigator: Michael Sparks
Organisation: Intuitive Solutions
Project start/end date: 13 Nov 2017 - 21 Nov 2017
Contact:
FRDC

Need

The country of origin of seafood available for purchase in Australia is an important but inherently complex area of investigation. There are a number driving ambitions right now including a need to:
o In the longer term, build an evidence base to describe and measure the consumer experience at point of order specifically in regards to the information available around the Country of Origin of seafood they are considering purchasing. Seafood can be purchased at a range of different venues from fish and chip outlets, cafes, pubs and clubs, at sporting and entertainment venues, in facilities like hospitals and aged care facilities, to in flight F&B service through to everyday and top end restaurants. Given this is inherently broad and somewhat unbounded nature of these different purchase channels it has been acknowledged this is a large and complex exercise.

o There are some immediate time pressures with a Seafood Origin Working Group meeting scheduled for November 22 2017. There is a need to be in a position to present some evidence about the consumer point of order experience at this meeting.
From our discussions it is clear we need to focus on the most immediate point, that being the November 22 meeting in Canberra. It is hoped that through a well designed market research study, evidence about the experience consumers have in seeking and receiving information about the Country of Origin of the seafood they are looking to purchase can be provided. To achieve this in the short window available the research will need to be tightly defined in scope and coverage and pragmatic in what we can reasonably achieve.

Objectives

1. Build an evidence base to describe and measure the consumer experience at point of order specifically in regards to the information available around the Country of Origin of seafood they are considering purchasing.
Communities
Adoption
PROJECT NUMBER • 2016-272
PROJECT STATUS:
COMPLETED

Love Australian Prawns evaluation using consumer research, sales data and market insights

Having commissioned Brand Council to review Love Australian Prawns (LAP) strategy and outputs and the University of Sunshine Coast to compare LAP consumer perception and awareness to previous years, the Australian Council of Prawn Fisheries Ltd (ACPF) and the Australian Prawn Farmers’...
ORGANISATION:
Australian Council of Prawn Fisheries Ltd (ACPF)
Industry
Industry
PROJECT NUMBER • 2017-171
PROJECT STATUS:
COMPLETED

Undertaking an audit and assessment of past Australian aquaculture research, development and extension for all species, to determine what factors led to successful or not successful development of the aquaculture species

This report presents the results of an FRDC project that audited research effort and industry adoption for aquaculture species in Australia and overseas. The goal was to identify opportunities and barriers for commercial aquaculture production. The study involved online surveys, one for scientists...
ORGANISATION:
CSIRO
Industry