7 results

A study of the demand and importance of seafood sourced in NSW and elsewhere to the catering and tourism industries in NSW

Project number: 1995-126
Project Status:
Completed
Budget expenditure: $98,000.00
Principal Investigator: Nick Ruello
Organisation: Ruello and Associates Pty Ltd
Project start/end date: 28 May 1996 - 30 Jun 1997
:
TAGS
Tourism
Survey
Supply Chain
Stakeholder
Market Opportunities

Objectives

1. To estimate current value and volume of seafood sold to the catering sector and the likely future trend in demand
2. To assess the importance of and demand for seafood by the catering sector and the likely future trend as perceived by the catering sector
3. To assess the expectations of tourists regarding commercial fishing, aquaculture and local seafood and the importance of seafood and other indsutry products, such as sightseeing, educational and photo opportunities to visitors

Final report

Author: Nick Ruello
Final Report • 1996-12-03 • 7.24 MB
1995-126-DLD.pdf

Summary

The NSW fishing and aquaculture industry recognises that there is an increasing demand for seafoods from a growing number of domestic and overseas buyers but it is facing restrictions on various activities because of the limited nature of the fisheries resources and waterfront aquaculture sites in the state.

The industry felt that there was likely to be a shortfall in seafood supply for the year 2000 with the Olympics in Sydney in September therefore it initiated research to appraise the demand and importance of seafood for the catering industry. It also sought an evaluation of the importance of fishing and aquaculture related tourism to the State (together with the value of the seafood) in the light of recent debate over water resource allocation between different parties.

The volume and value of seafood bought and sold by the catering industry (caterers, restaurants clubs and take aways) in NSW in 1994/5 was assessed from interviews with 406 businesses and other information gathered from 21 fishermen's cooperatives and wholesale seafood suppliers.

Approximately 23000 tonnes of fish and shellfish were landed in NSW in 1994/5 valued at almost $160 million and more than 90% of this was sold via the Sydney Fish Market auction. The 21 fishermen's cooperatives play only a minor role in direct sales to the catering industry and the majority of purchases (about 70%) are made through seafood wholesale companies.

This study indicated that in 1994/5 an estimated

  • $625 million of seafood was bought by almost 15000 catering businesses
  • representing some 30,000 tonnes of product weight in aggregate, of which some 10% was from NSW
  • this seafood was sold for approximately $1125 million ; average mark up was 87% for finfish and 76% for shellfish.

A study of the retail sale and in-home consumption of seafood in Sydney

Project number: 1998-345
Project Status:
Completed
Budget expenditure: $115,000.00
Principal Investigator: Nick Ruello
Organisation: Ruello and Associates Pty Ltd
Project start/end date: 21 Jun 1998 - 30 Jun 2002
:
TAGS
Supply Chain
Market Opportunities

Need

Given the many changes to the business environment and eating habits in Sydney since the National Fish Consumption Study, particularly this year, there is a need for up to date reliable information on the retail sale and in home consumption of seafood in Sydney to comprehend and overcome this reported downturn in seafood retail sales and for long term planning for the producers and marketers of seafood.

This information would also allow industry to make better use of underutilised seafood species which are currently not fetching high prices. With the growing number of Vietnamese and Korean fish shops in Sydney, some importing fresh seafood from Vietnam, and the growing interest in ethnic foods, import replacement with our underutilised species is of great importance.

Australia as a whole can benefit from the results of this research because Sydney is the major domestic market for seafood, wild caught or farm grown, in all states.

The Olympics in Sydney in the year 2000 places even greater importance on having reliable information for sound planning for future seafood needs. This study on the retail sector would complement an earlier study on the seafood demand from the catering sector undertaken by the applicant for the FRDC last year.

Objectives

1. To measure retail sales and in-home consumption of seafood in Sydney: examine the species and volumes purchased by consumers
2. Examine the factors influencing consumer decisions to buy/not buy
3. Examine retailer's purchases, behaviour and attitudes
4. Propose actions which can be taken to increase the sale and consumption of Australian seafoods, particularly underutilised species, in a profitable manner for both the producers and retailers.

Final report

Author: Nick Ruello
Final Report • 1999-12-03 • 32.57 MB
1998-345-DLD.pdf

Summary

This study was initiated in response to industry requests for information on the retail sales levels and consumption of fish and seafood in Sydney (the major market for Australia's fishing and aquaculture produce) because of widespread concerns about declining sales levels.

The study was designed to provide recommendations on how to increase retail sales profitably and to repeat much of the 1991 National Seafood Consumption Study (NSCS); that is, to examine changes in fish/seafood consumption and retailers and consumers attitudes to fish and seafood since 1991. A similar study on consumption and consumer attitudes was initiated in Perth shortly after the Sydney study started.

This volume has the detailed findings of a survey of the sales and attitudes of 140 fishmongers, supermarket and fish and chips outlet operators and the discussion, recommendations and conclusions arising from all the consumer and trade studies. Volume two of the report has the findings from five focus group discussions with consumers, a total of 1142 interviews covering out of home consumption and 740 interviews on in home consumption and consumers attitudes.

Out of home fish and seafood consumption has grown appreciably in Sydney and Perth since the corresponding period in 1991 (19% and 37% per capita respectively) because of the increased frequency of eating out and the strong innovation in the various types of eateries and the foods and meals on offer.

In home per capita consumption however grew only by 8% in Sydney and fell by 27% in Perth. Total in and out of home consumption in Sydney increased by 13% while in Perth it did not change significantly since 1991. This study suggests that the main factors responsible for this outcome were the decreasing household size, growing competition from an increasing variety of convenience foods and meals and the strong growth in casual out of home eating.

The average Sydney retail sales per store has increased substantially in value since the 1991 NSCS but mostly because of inflation in fish prices. Most fishmongers and fish and chips outlets attempted to curb the rising fish prices and maintain sales volumes by cutting their profit margin and many did not recognise the drift of customers to other more convenient foods and out of home eating.

The supermarket chains recorded the strongest sales growth in fresh and frozen fish and seafood - and real growth in average weekly sales value - mostly because of the development of dedicated fresh fish counters in their stores since 1991; some of this growth came at the expense of the traditional fish retailers.

A notable finding from the out of home consumption study was that restaurants have lost market share to more casual midmarket eateries such as cafes, clubs and the better fish and chips outlets since 1991.

Project products

Book • 8.94 MB
1998-345-Product-Retail sales and consumption of Seafood.pdf

A study of seafood consumption in Perth and the development of a guide to targeted promotion

Project number: 1999-342
Project Status:
Completed
Budget expenditure: $44,940.00
Principal Investigator: Graeme Peacock
Organisation: Ruello and Associates Pty Ltd
Project start/end date: 5 Jan 1999 - 17 May 2000
:
TAGS
Promotion
Marketing
Market Opportunities
Fisheries Management
Consumer

Need

Given the many changes to the business environment and eating habits in Perth since the National Fish Consumption Study, particularly over the past year, there is a great need for up to date reliable information on the consumption of seafood in Perth to comprehend and overcome this reported downturn in seafood retail sales and for long term planning for the producers and marketers of seafood.

This information would also allow industry to make better use of the States underutilised finfish particularly the species coming to Perth from remote areas such as the North West Shelf which are currently not fetching high prices. With the growing number of Asian fish shops in Perth and the growing interest in ethnic foods, import replacement with local underutilised species is of great importance.

Australia as a whole can benefit from the results of this research because this study can be directly compared with a similar study being conducted in Sydney by Ruello & associates (FRDC 98/345). The results of the two studies in the west and east can then be used by other states in between the two seaboards.

This Western Australian project is best regarded as an extension to the Sydney FRDC 98/345 project. It is intended that the Perth study can start in January 1999 so that interviews are conducted at the same time in Perth and Sydney so that we have uniform seasonal data on both sides of the continent.

The development of a simple guide on where and how to target advertising will be a first for the Australian seafood industry. It will prove to be a valuable tool for industry sectors all around Australia and will encourage and assist the retail sector to advertise their business and their products

Objectives

1. To measure and in-home and out of home consumption of seafood in Perth:* examine the species and volumes purchased by consumers* examine the factors influencing consumer decisions to buy/not buy* propose actions which can be taken to increase the sale and consumption of Australian seafoods, particularly underutilised species, in a profitable manner for both the producers and retailers.* produce a simple guide on how to target advertising to enhance seafood sales

Final report

ISBN: 0-9577695-55
Author: Graham Peacock
Final Report • 2000-03-30 • 6.97 MB
1999-342-DLD.pdf

Summary

This study was initiated in response to industry requests for information on the consumption of fish and seafood in Perth, because of widespread concerns about static or declining sales levels, to provide recommendations on how to increase retail sales profitably. It was designed to repeat much of the 1991 National Seafood Consumption Study (NSCS) so as to examine changes in fish/seafood consumption and retailers and consumers attitudes to fish and seafood since then. 

The study was undertaken in parallel with a research project on retail sales, seafood consumption and consumer attitudes in Sydney which started several months earlier. This report details the findings from three focus group discussions with Perth consumers in February 1999, a total of 430 interviews on out of home consumption and 461 interviews on in home consumption and consumers attitudes. It also records the results of a study of consumers’ awareness of seafood advertising and the reaction to selected promotional posters and statements and has a guide designed to assist retailers to plan and execute targeted advertising and other promotional exercises.

Keywords: seafood consumption, Perth, promotion guide.

The retail sale and consumption of seafood in Melbourne

Project number: 2004-249.90
Project Status:
Completed
Budget expenditure: $261.59
Principal Investigator: Patrick Hone
Organisation: Ruello and Associates Pty Ltd
Project start/end date: 28 Jun 2005 - 30 Jun 2005
:
TAGS
Trade
Supply Chain
Supply &Amp; Demand
Stakeholder
Market Opportunities

Need

Many seafood retailers, wholesalers and importers have approached the applicant over the past year for information on aggregate retail sales, main species for in home and out of home consumption and consumer attitudes to various key factors. However we have had to refer people to the National Seafood Consumption Study report of 1992 and the Sydney retail sale and consumption study of 1999. This is an unsatisfactory situation for the industry and government agencies to be in as there have been many changes in Melbourne since 1991 and the Sydney study of 1999 has limited value for those interested in today’s Melbourne scene.

Up to date market and consumer information is also needed to underpin the various industry and species R & D plans and strategies listed on the FRDC website and to provide reliable trade information (qualitative and quantitative) for government agencies and committees developing fisheries and aquaculture management plans.

Given the many changes in eating habits and the business environment (food supply and demand, including aquaculture species) over the past decade there is a need for detailed up to date reliable information on the retail trade and consumption of seafood in Melbourne to to guide the whole supply chain, including fishers and farmers, on consumer wants and attitudes.

The changes in the ethnic mix of retailers and greater use of imported species by these retailers and their customers also warrant research. Industry could also use the data to make better use of the under-utilised species as well as the better known species. There is a growing need to examine consumer attitudes to aquaculture species, animal welfare, food safety, environmental issues and ecolabelling (which are all gaining more media attention each day) and their impact on the seafood trade.

Objectives

1. To measure the quantity and species/types of seafood consumed in home and out of home
2. To document consumer attitudes to key factors affecting seafood purchases and consumption
3. To gather reliable information on the species, source and volume of seafood sold by various types of retail outlets.
4. Examine and document retailers’ purchases, behaviour and attitudes to key factors (eg wild/farmed)
5. Examine and document the the current status of supply chain management from Victorian fishers and farmers to retailer.
6. Propose actions which can be taken individually and collaboratively by fishers, farmers and others in the whole supply chain to increase sales and consumer satisfaction in a more profitable manner.

The retail sale and consumption of seafood in Melbourne

Project number: 2004-249
Project Status:
Completed
Budget expenditure: $175,000.00
Principal Investigator: Nick Ruello
Organisation: Ruello and Associates Pty Ltd
Project start/end date: 28 Jun 2004 - 30 Jun 2006
:
TAGS
Trade
Survey
Supply Chain
Supply &Amp; Demand
Stakeholder

Need

Many seafood retailers, wholesalers and importers have approached the applicant over the past year for information on aggregate retail sales, main species for in home and out of home consumption and consumer attitudes to various key factors. However we have had to refer people to the National Seafood Consumption Study report of 1992 and the Sydney retail sale and consumption study of 1999. This is an unsatisfactory situation for the industry and government agencies to be in as there have been many changes in Melbourne since 1991 and the Sydney study of 1999 has limited value for those interested in today’s Melbourne scene.

Up to date market and consumer information is also needed to underpin the various industry and species R & D plans and strategies listed on the FRDC website and to provide reliable trade information (qualitative and quantitative) for government agencies and committees developing fisheries and aquaculture management plans.

Given the many changes in eating habits and the business environment (food supply and demand, including aquaculture species) over the past decade there is a need for detailed up to date reliable information on the retail trade and consumption of seafood in Melbourne to to guide the whole supply chain, including fishers and farmers, on consumer wants and attitudes.

The changes in the ethnic mix of retailers and greater use of imported species by these retailers and their customers also warrant research. Industry could also use the data to make better use of the under-utilised species as well as the better known species. There is a growing need to examine consumer attitudes to aquaculture species, animal welfare, food safety, environmental issues and ecolabelling (which are all gaining more media attention each day) and their impact on the seafood trade.

Objectives

1. To measure the quantity and species/types of seafood consumed in home and out of home
2. To document consumer attitudes to key factors affecting seafood purchases and consumption
3. To gather reliable information on the species, source and volume of seafood sold by various types of retail outlets.
4. Examine and document retailers purchases, behaviour and attitudes to key factors (eg wild/farmed)
5. Examine and document the the current status of supply chain management from Victorian fishers and farmers to retailer.
6. Propose actions which can be taken individually and collaboratively by fishers, farmers and others in the whole supply chain to increase sales and consumer satisfaction in a more profitable manner.

Final report

ISBN: 0-9577695-2-0
Author: Nick Ruello
Final Report • 2006-03-10 • 2.28 MB
2004-249-DLD.pdf
Industry

Improving Post Harvest Handling to add value to farmed mussels

Project number: 2002-418
Project Status:
Completed
Budget expenditure: $29,600.00
Principal Investigator: Nick Ruello
Organisation: Ruello and Associates Pty Ltd
Project start/end date: 30 Jan 2003 - 30 Mar 2004
:
TAGS
Post Harvest
Marketing
Labelling
Harvest Strategy
Food Safety
SPECIES
Blue Mussel

Need

There is a number of mussel farmers who have little knowledge on size grading and grading of mussels in relation to a condition index so that only good mussels with a satisfactory quality and shelf life are forwarded to market.
There is a need to identify the key quality and marketing parameters to prepare product specification for premium and standard grade mussels as a prerequisite for the development of a Code of Practice to guide growers, packers and marketers. This Code needs to cover handling, grading, packing, storage and transport of mussels to maximise quality and safety, shelf life and value of the mussels for industry and consumers benefit. This would reduce the amount of poor quality mussels going to market and thereby help raise overall prices for producers and reduce the wastage experienced today with poor mussels.
Wholesalers, retailers and restaurateurs need reliable information on how they should handle and store mussels to maximise quality and consumer benefit.

Objectives

1. Identify the key quality and marketing parameters for chilled mussels and prepare product specifications for premium and standard mussels.
2. Develop a Code of Practice which takes account of product labelling, uniform size grading, shell fouling and cleanliness, condition index and food safety requirements.
3. Prepare a small Mussel Users Handling Guide for wholesalers, retailers and restaurateurs.

Final report

ISBN: 0-9577695-12
Author: Nick Ruello
Final Report • 2004-07-20 • 1.07 MB
2002-418-DLD.pdf

Summary

The post harvest handling of farmed blue mussels, from the sea farm through to the retail store and restaurant was examined in 2003 in a national study funded by Seafood Services Australia and the Australian mussel farming industry.

The Objectives of the study were to: (a) Identify the key quality and marketing parameters for chilled mussels and prepare product specifications for “premium” and “standard” mussels (b) Develop a Code Of Practice which takes account of product labelling, uniform size grading, shell fouling and cleanliness, condition index and any mandatory food safety requirements for the guidance of all industry sectors and (c) prepare a product Trade Users Guide for wholesalers, retailers and restaurateurs.

The project was designed to reduce the volume of poor quality mussels going to market and thereby help raise overall prices for producers and to reduce the wastage experienced by the industry and consumers with poor quality mussels.

Desk research was also carried out to explore the basis of the advice commonly given by cookery writers to discard mussels which do not open after cooking. This warning has led to the waste of many mussels and generated much confusion amongst many trade users and consumers. Cooking tests were undertaken to examine the validity of this advice and to develop a simple method for assessing the “meat content” or Mussel Condition Index.

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