Recent research shows general public support for Australia’s fishing industry (Sparks 2017; Voyer et al 2016) that depends on people’s assessments of industry’s commitment to implement best practice and demonstration of being effective environmental stewards (Mazur et al 2014). The FRDC has recognised external pressure for the fishing industry to move beyond compliance with environmental and other regulations and improve its performance in key areas, including animal welfare. As noted above, the FRDC has provided support for a range of research and industry initiatives to achieve positive aquatic animal welfare outcomes. The FRDC also recognises that further improvement to the seafood industry’s aquatic animal welfare practices are required.

Recent FRDC project investments has produced valuable knowledge about how when change is called for it is very important to recognise that multiple factors influence – positively and/or negatively - people’s decisions to take up those new, innovative, and/or different practices (i.e. 2017-133, 2017-046, 2017-221). These factors typically include personal values and belief systems, access to different kinds of resources required to make changes, particular features of the recommended practices, as well as a range of macro-levels factors that while they may be outside of people’s direct control still affect their choices. FRDC Project 2017-133 generated important insights about how and to what extent these kinds of factors have been keeping the seafood industry from making more substantive progress towards building greater stakeholder and community trust (Mazur & Brooks 2018).

Further work of this nature is now needed to shed greater light on aquatic animal welfare in the seafood industry (FRDC 2017-221). In particular the research should be focused on identifying the particular features of ‘best care’ for aquatic animals, the range of factors that may be obstructing industry members’ use of those practices, and examples of recent (extension) initiatives used to encourage better aquatic animal welfare.

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