17 results
Environment
Communities

Assessing effective approaches to engaging the food service sector

Project number: 2021-092
Project Status:
Current
Budget expenditure: $305,179.00
Principal Investigator: Rachel King
Organisation: Australian Council of Prawn Fisheries Ltd (ACPF)
Project start/end date: 30 Mar 2022 - 30 Aug 2023
Contact:
FRDC

Need

Commercial in confidence. To know more about this project please contact FRDC.

Objectives

Commercial in confidence

ACPF IPA Management and Community Engagement, People Development Programs

Project number: 2021-080
Project Status:
Current
Budget expenditure: $1,023,232.00
Principal Investigator: Rachel King
Organisation: Australian Council of Prawn Fisheries Ltd (ACPF)
Project start/end date: 31 Oct 2021 - 29 May 2026
Contact:
FRDC

Need

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')

Objectives

1. ACPF IPA RD&E funds are invested according to RD&E priorities in the 2021-2025 ACPF Strategic plan and the associated Program allocation %s
2. ACPF IPA RD&E investments address goals in the FRDC's 2021-2025 RD&E Plan
3. Commission stakeholder driven investments, in partnership with prawn fishery jurisdictions, that address RD&E priorities in the 2021-2025 ACPF Strategic plan
4. Collaborate with other sectors and utilise alternative funding sources to address RD&E priorities in the 2021-2025 ACPF Strategic plan
5. Engage the community on RD&E outputs that address shared values
6. Advance wild caught prawn sector people through a People Development Program
7. Finalise a 2026-2030 ACPF Strategic Plan and RD&E priorities

Measuring consumer perceptions within Australian prawn category and wild prawn strategy formulation

Project number: 2020-099
Project Status:
Completed
Budget expenditure: $82,425.25
Principal Investigator: Rachel King
Organisation: Australian Council of Prawn Fisheries Ltd (ACPF)
Project start/end date: 3 Jan 2021 - 29 May 2023
Contact:
FRDC

Need

Commercial in confidence. To know more about this project please contact FRDC.

Objectives

Commercial in confidence

Consumer and market data to inform Love Australian Prawns 2021-22

Project number: 2020-098
Project Status:
Completed
Budget expenditure: $68,300.00
Principal Investigator: Rachel King
Organisation: Australian Council of Prawn Fisheries Ltd (ACPF)
Project start/end date: 4 Jan 2021 - 30 Nov 2021
Contact:
FRDC
SPECIES

Need

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.

Objectives

1. Identify market opportunities to inform LAP strategy
2. Measure consumer awareness of the LAP brand for contributor reporting

Removing seabirds from the otterboard trawler danger zone.

Project number: 2018-196
Project Status:
Current
Budget expenditure: $150,000.00
Principal Investigator: Simon A. Boag
Organisation: South East Trawl Fishing Industry Association (SETFIA)
Project start/end date: 30 Apr 2019 - 30 May 2020
Contact:
FRDC

Need

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.

Objectives

1. Development of strategies to remove seabirds from the danger zone (between trawl warps and the water), i.e. achieve exemptions from the "no biological material discharge while fishing" rule
2. When successful distribute these strategies to other trawl fishers allowing them to duplicate them where possible
Communities
PROJECT NUMBER • 2018-172
PROJECT STATUS:
COMPLETED

Methods to profile and connect the provenance of wild caught prawn fisheries and their values to the community

The wild prawn industry, as a key influencer of the community's (sustainability) perception of the Australian seafood industry, has addressed identified risks to social license so that it can protect its legal license to operate in public waters. This report provides the results and conclusions on...
ORGANISATION:
Australian Council of Prawn Fisheries Ltd (ACPF)

Australian Prawn education for retail and consumers

Project number: 2017-087
Project Status:
Completed
Budget expenditure: $85,735.69
Principal Investigator: Rachel King
Organisation: Australian Council of Prawn Fisheries Ltd (ACPF)
Project start/end date: 28 Jul 2017 - 30 Jul 2019
Contact:
FRDC

Need

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.

Objectives

1. Provide education materials to LAP retailer partners to assist staff to answer consumer questions about Australian Prawns
2. Provide visual instructions to complement written LAP recipe instructions to assist consumers

Final report

Authors: Ben Hale Rachel King
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
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.
 
Recommendations:
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.

 
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