Despite considerable investment in RD&E to understand why the Australian seafood industry has been experiencing diminished levels of socio-political and community acceptability, there is still uncertainty regarding the significant values of different segments of the Australian community for coastal and marine systems, their management and industry (Essence Communications 2015). Further, there is evidence these values and associated expectations are highly changeable and can have significant individual, business and national repercussions. While the seafood industry already operates from a strong values-based position of its own - ‘sustainability’, there is evidence the community's concerns have expanded to include animal welfare, supply chain integrity, modern slavery for example.
Understanding community values and expectations is important but not enough. Industry must articulate and demonstrate its commitments to addressing kncommunity expectations. This is critical to breaking the reactive negative cycle that threatens resource access, mental health and viability of our industry. A means of monitoring and tracking industry's success in responding to the community's changing expectations and values must also be developed.
Seafood Industry Australia's (SIA) members have identified social licence. This project is a tangible commitment to a national conversation and action to address community values. It is an opportunity to build seafood industry unity on the basis of a set of shared values and supporting practices.
Australian Council of Prawn Fisheries (ACPF) has initiated a lot of this listening and values-related work relevant to wild catch prawns. ACPF is ready to design, implement and evaluate activities that embed these values as messages and convey the supporting or changing behaviours as proof. ACPF needs to ensure that its outputs reflect the direction of the Australia seafood industry and sees advantages in liaising with SIA as it produces outputs at sector level. In doing so, it will provide a test case for how other seafood industry sectors can undertake to acknowledge and respond to community values and expectations, and make a national set of shared industry-community values their own.
Seafood Industry Australia commissioned Futureye to review existing research into the Australian communities attitudes toward seafood, as well as other market research, that has been undertaken since 2014. The findings from this review were used to make recommendations to Seafood Industry Australia about what to address in their pledge to demonstrate the industry’s intent to earn its ‘social licence to operate.’
A study which measures the contribution of Victorian wild-catch and aquaculture fisheries to community wellbeing will meet multiple needs:
• Generate detailed, spatially-defined knowledge on the economic and social contributions of fisheries to community wellbeing, and elicit where contributions could be enhanced
• Inform government (local, state) of the importance of fisheries and likely impacts of policy or management decisions on regional and metropolitan communities
• Enhance community engagement and support for fisheries through demonstrating the benefits that flow from professional fishing and aquaculture sectors into communities
Audience: 1) industry representative organizations; 2) government; 3) general public. Currently, very little data exists about the economic and/or social benefits of professional fisheries to communities in Victoria. Existing data only calculate total value of production (beach/farm gate price x volume), and the number of business owners or fisheries employees identified in the Australian Bureau of Statistics (ABS) Census. There is no reporting of the multiplier effects in communities of having businesses based there, through service industries or seafood product going into markets. The lack of sophisticated information about the contributions of professional fishing puts the industry as a group at a disadvantage compared to competing resource users which do have such reporting and have been persuasive in negotiations.
Information on social contributions dovetails with economic contributions to build a picture of the overall contributions fisheries make. This can help address the lack of community support for fisheries and consumer influence on the regulatory environment, which has grown to constitute a threat to the continued viability of fisheries. While information generated via this project will not fix the problem – relationships between industry and community must be improved via sustained, strategic engagement – credible data on the social and economic contributions commercial fisheries make to Victoria is useful for boosting the industry’s ‘social license to operate’.
