The seafood industry is comprised of national, state, regional and sector organisations all of whom have a "client group" with which two-way communication and connection is anticipated. It is also noted that industry organisations have identified the need to improve lines of communication between industry associations and their members as being critical for many associations survival.

Industry organisations have articulated the issues that impact on their associations'/organisations effectiveness and which they believe should be researched and could be addressed through improved and coordinated communication strategies via a research project.

The identified issues are:

• Defining how organisations are relevant and what value is being offered to members;
• Lack of clarity as to what ‘product’ is being offered;
• A lack of clarity as to what associations' key messages are for their members and broader industry;
• A disjunct between the message being sent by groups and those receiving it;
• Misunderstanding of what is being said amongst many competing messages;
• Different priorities at top and bottom of associations' organisational structures;
• Confusion amongst members as to who’s who and why. What do the different levels of organisations do? What representation do or don’t they have?
• All of the above were made more difficult by a general lack of support and funding for associations.

No one group has the resources or skills set to address all of these issues, but the issues were common across all sectors and jurisdictions and a cooperative approach was considered to be possible and beneficial.

There are considerable leadership capacity building opportunities throughout the Australian seafood industry and community however it must be noted that these opportunities are delivered in a manner that may be perceived as difficult to access and focused on national issues. Considering this the VICFRAB has identified a need. The need is that within the Victoria seafood industry research, industry consultation and a the provision of a pilot leadership learning opportunity targeting young people across the state, from those already working in the commercial fishing and aquaculture industries to those who have completed a university degree should be developed and delivered.

This project will address strategic directions outlined in the Seafood Industry Victoria (SIV) Strategic Plan with the focus people and leadership. SIV has 8 objectives, centered on the themes of leadership and innovation, member service, business growth, people, fiscal responsibility and operational issues.

The project will also respond to Fisheries Victoria Victorian Aquaculture Strategy Action Plan that outlines the importance of capacity building and communication opportunities. Also throughout the Victoria Fisheries management plans for the commercial fisheries consultation and representation are mentioned which requires industry people to have the skills to lead the industry during both forms of engagement.