Assessing effective approaches to engaging the food service sector
ACPF IPA Management and Community Engagement, People Development Programs
The ACPF IPA management project is needed to:
1. Resource the investment of $3.98M under a 2021-2025 IPA across Environment, Industry, Communities, People, Adoption Programs according to the ACPF's 2021-2025 Strategic Plan (Note that the ACPF's Plan is aligned to the Goals of FRDC's 2020-2025 RD&E Plan)
2. Deliver a People Development Program
3. Deliver a Community Engagement Program which is designed to maintain moderated community engagement with RD&E projects (in the form of 'What We Care About Series')
Measuring consumer perceptions within Australian prawn category and wild prawn strategy formulation
Consumer and market data to inform Love Australian Prawns 2021-22
Consumer research and retail sales data analysis need to be acquired and reviewed alongside Love Australian Prawns campaign strategies as part of the LAP MC's Market review and program evaluation strategy (discussed and agreed in a LAP MC meeting on 2 May 2018). The information is required as part of monitoring and evaluation, which is an RD&E activity, as set out in the initial campaign.
Removing seabirds from the otterboard trawler danger zone.
The conservation status of seabirds means that any level of interaction is of serious concern. The only known mitigation strategy known to reduce interactions to almost zero is to not discard biological material (discards and offal) while fishing gear is in the water.
In late March AFMA advised industry that vessels fishing south of 38.00 (the Victorian southern coast) would not be able to discard biological material while fishing. This regulation is to be rolled out in two phases starting executed in July and September 2019.
AFMA contend that this will reduce catches on impacted (southern) trawlers by 20% but SETFIA believes that this might be up to 40%. AFMA and SETFIA agree that the SETF's revenue will reduce by $6-12m from $40m to $28-34m in its current form. Additional AFMA management costs associated with seabird mitigation will bring 2019/20 levies to $3m which will be 9-11% of revenue.
SETFIA and AFMA have agreed that in principle exemptions can be granted IF vessels can prove that seabirds are no longer attracted to the area where trawl warps enter the water (the "danger" zone).
The purpose of this urgent application is to seek emergency funding to fund innovation around how trawl vessels might stop birds from entering this danger zone. Without a solution it is likely that given the increase in levies of $0.5-1.0m and decrease in revenue, many southern trawl vessel operations will cease to be profitable and leave the fishery. Further, small New Zealand trawlers are not subject to any seabird mitigations; this fleet is the main competitor to SETF sales. As vessels exit the fishery the levy base will be spread across remaining vessels and the fishery may be reach a tipping point in which it collapses. The SETF is the major supplier of local finfish to the Sydney and Melbourne fish markets and it the largest Commonwealth managed finfish fishery in Australia.
Methods to profile and connect the provenance of wild caught prawn fisheries and their values to the community
Australian Prawn education for retail and consumers
LAP needs to differentiate market positioning activities from extension, education and campaign evaluation activities. LAP needs to be able to satisfy retailer and chef requests for extension/education.
FRDC project 2016-272 "IPA ACPF APFA: Love Australian Prawns evaluation using consumer research, sales data and market insights" allowed for campaign evaluation with RD&E funds. This proposal seeks to access RD&E funds for extension and education to retail staff.
As the campaign enters Year 5, LAP contributors are looking to verify their return on investment in LAP and some payments have been slow. New contributors, such as NSW, Qld and Vic also require this information as they decide to invest. LAP needs to be able to demonstrate judicious allocation of marketing funds, a sound return on investment, and plans to reach all stakeholder groups.
Final report
1. Despite initial interest and enthusiasm, implementing staff education programs within large supermarket chains is problematic, even with support of the seafood department as content crosses multiple areas of responsibility (e.g. operations and human resources). These multiple layers of approval and often changing policies can render printed material out of date or stuck in a cycle of revision and approval until it is out of date. Independent seafood retailers are capable of utilising such resources and welcome them.
2. Online video is highly effective in moving consumers along the journey from consideration to purchase and help reduce barriers to consumption. The inclusion of a video on a web page or alongside a recipe increases uptake and effectiveness of the recipe. Continued use of smartphones and online media make how-to videos essential considerations when planning any recipe based marketing.
3. Sales of Australian prawns can be increased in food service venues with compelling and novel serving buckets to bring theatre and engagement to the table, however larger volume venues have different requirements to smaller venues.
4. Awareness of the LAP campaign amongst consumers has grown steadily from years 1-5 and plateaued in year 6. Investment in the campaign has remained steady in years 1-5, declining in year 6.
1. Removing barriers to consumption is best achieved via direct to consumer marketing, especially through online video, rather than attempting to educate serving staff in major supermarkets through printed materials.
2. The LAP prawn bucket project has established that consumer demand can be increased with a novel serving bucket. This should be scaled from 6 to 20 test locations to further validate its effect before investing in on a larger scale and a compostable, recyclable chitosan based bucket should also be developed and trialed for higher end restaurants.