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Identification of new market opportunities for southern rock lobster exports

Project number: 2004-251

Project Status:

Completed

Budget expenditure: $89,000.00

Principal Investigator: Garry Pattenden

Organisation: Southern Rocklobster Ltd (SRL)

Project start/end date: 27 Jun 2004 - 30 Jun 2005

Contact:

FRDC

TAGS

Trade

SPECIES

Southern Rock Lobster

Need

The project is required to identify new export markets and find new more profitable niches in existing markets. The industry also must become more market driven and have a better understanding of changes in global supply chains and their impact on the industry, along with a need to obtain a better understanding of customers and the opportunities for product value adding.

The project aligns with the the FRDC Strategic R & D Plan under Program 2 'Industry Development' and sub-title 'Market Development'.

The project also aligns with the southern lobster industry strategic plan in several 'High Priority' areas.

Investment Platform 1 'Profitability' - Action 1 - "Increase sales margin per Kg of lobster through market development and supply chain management"

Investment Platform 3 'Market Planning & Development' - Action 3 - "Conduct market research in selected Asian, North American, and European markets to:
- Identify viable niche market opportunities.
- Identify consumer needs and preferences for fresh and value added lobster products
- Identify cool chain and quality management requirements
- Identify the product and supply capabilities of competitors
- Meet importers, distributors, and food service managers to establish rapport, enhance industry awareness, and discuss value adding opportunities
- Assess new food service and value adding technologies that may be applied to 'Jasus Edwardsii'

Objectives

1. Identify new markets for southern lobster which will spread the existing market base, create added demand, and better insulate against market downturns.

2. Identify new niches in existing markets through a better understanding of pricing, competitors, seasonality windows, and changing supply channels.

3. Gain a better understanding of foreign consumer and customer needs and identify opportunities for value added lobster products.

Final report

Author: Australian Business Limited Gee Yap

Final Report • 2005-03-01 • 908.84 KB

2004-251-DLD.pdf

PROJECT NUMBER • 2004-412

PROJECT STATUS:

COMPLETED

Extending innovation in integrated environment and product management: implementation of value chain management and traceability in the Australian Southern Rocklobster Industry

ORGANISATION:

Southern Rocklobster Ltd (SRL)

TAGS

SPECIES

Southern Rock Lobster

Seafood CRC: assessment of new market opportunities and development of effective market penetration strategies for Australian Southern Rocklobster in the USA, Middle East & Europe.

Project number: 2007-704

Project Status:

Completed

Budget expenditure: $1,277,108.07

Principal Investigator: Matthew Muggleton

Organisation: Southern Rocklobster Ltd (SRL)

Project start/end date: 29 Jun 2007 - 30 Jun 2010

Contact:

FRDC

TAGS

SPECIES

Southern Rock Lobster

Need

The traditional Southern Rocklobster supply chain is complex involving many changes of ownership from the wharf to the consumer. It is a commodity selling structure with many competing exporters selling to limited export markets, namely China, Hong Kong and Taiwan.

The chain does not involve a brand, traceability and information flows between catchers and consumers. The structure positions Southern Rocklobster on the basis of price, and serves to minimise premiums based on quality, service and brand recognition.

Fishers in this structure have little appreciation of the chain and market opportunities and have limited understanding of market needs and consumer preferences. Hence they are weak sellers and price takers.

Previous R&D has shown that re-engineering supply chains into diversified markets, based on market requirements and fisher ownership through the chain, can create opportunities to capture premiums for product quality and integrity.

However, each market differs and additional R&D is required to build on the modest gains that have been made to date.

Value for money
A benefits cost analysis has been undertaken based on the following key assumptions:
- a $1/kg increase in price each year for 10 years across the entire harvest
- 500 tonnes pa being supplied to diversified markets by year 5
- $8.5/kg increase in chain returns above beach price increase, from product supplied to diversified markets and
- Ongoing commercial support costs beyond year 5 in the order of $1m per annum.

The discounted cumulative cash flow generated over 10 years at 10% discount rate is approximately $135m.

Level of Impact
SRL aims to build the value of exports by $90m per annum in the long term through market development, and based on the above assumptions, this project is expected to contribute approximately $45m - $50m per annum to the target.

Objectives

1. Determine the super premium markets for Australian Southern Rocklobster in the USA (Mid West, Central, South and East coasts), Middle East and Europe.

2. Determine the Australian Southern Rocklobster and supply specification requirements of the Middle East and European markets.

3. Evaluate the supply chain (SRL Management Model) performance in the USA and Domestic market.

4. Identify effective market entry strategies to achieve market penetration in the USA (Mid West, Central, South and East Coast).

Final report

ISBN: 978-0-9803977-3-4

Author: Matthew Muggleton

Final Report • 2012-03-01 • 27.96 MB

2007-704-DLD.pdf

Summary

This report provides a synopsis of the Southern Rocklobster Limited (SRL) Market Development Program from 2004, including the Seafood CRC Project 2007/704; commercial trade facilitation; SRL experiences; and suggested next steps for the SRL Market Development Program (MDP). The report has been written with a commercial focus on SRL’s long-term objective of protecting and/or improving prices through globally diversified markets.

Final Report • 2012-03-01 • 27.96 MB

2007-704-DLD.pdf

Summary

Southern Rock Lobster Clean Green program, revision, digitisation & extension across the supply chain

Project number: 2017-224

Project Status:

Completed

Budget expenditure: $705,117.00

Principal Investigator: Ross J. Hodge

Organisation: Southern Rocklobster Ltd (SRL)

Project start/end date: 29 Apr 2018 - 14 Feb 2020

Contact:

FRDC

SPECIES

Southern Rock Lobster

Need

Currently more vessels are participating in the Clean Green program than at any stage since first introduced in 2004. Re-aligning Clean Green to address new and changing legislative requirements has been the key driver for the increased support from industry. The process of revising the program content and on-going dialogue with regulators has identified that Clean Green must / will continue to be an evolving program to address regulatory changes and update the program content. Therefore a project is required to deliver a digitised operationally focussed, benchmark responsible fishing standard including support and auditing materials for the Australian seafood industry that will:
• Improve ongoing program administration (as regulators e.g. SWSA, AMSA and DAWR, continue to change and update relevant legislative requirements, the maintenance of a paper-based program will become unsustainable.
• Extend the Clean Green program into the post-harvest sector of the supply chain and provide a medium for SRL to ‘extend’ relevant outputs from other R&D in which the industry has invested to interested businesses e.g. traceability and ‘lobster health’.
• Improve communications and audit procedures with / for the Clean Green Auditor to streamline and reduce cost of independent third-party auditing processes
• Generate usable data for relevant regulators and seek their recognition / accreditation of the program and further opportunities for Clean Green to serve as a tool for industry self-regulation.
• Streamline program management and financial control of the program e.g. invoicing, scheduling of auditing, raising and closing out of Corrective Action Requests (CARs), physical auditing of vessels, communication with members, improved efficiency and effectiveness of Clean Green training and refresher training.
• Increase the transferability of the Clean Green ‘product’ to other catching sectors. This may aid with generating greater economies of scale and assist the Clean Green Program, and its management, to become financially self-sustaining to a greater degree.

Objectives

1. Revise and update Clean Green Program Material (catching sector) to meet stakeholder requirements and formatted for digitisation

2. Review and revise existing and develop new Clean Green Program material for exporter / post harvest operations and formatted for digitisation

3. Digitise the revised Clean Green Program so it can be implemented in a device application (app) software format (2 Apps: 1 Catching 1 Exporter)

4. Launch and Roll Out the Revised and Digitised Clean Green Program

Final report

ISBN: 978-0-9803977-5-8

Author: Ross Hodge and Justin Phillips

Final Report • 2023-05-05 • 2.86 MB

2017-224-DLD.pdf

Summary

First introduced in 2004, the Southern Rocklobster Limited Clean Green Program was developed as an integrated pot-to-plate Product Standard with independent third-party auditing of practices. During the period 2013 to 2015 the Clean Green Program was considerably updated for the first time to address the introduction of AMSA’s National Standard for Commercial Vessels, resulting in greater industry adoption with approx. 60% increase in vessel use across the 3-year period. The re-alignment of the Clean Green Program to address new and changing legislative requirements e.g. the introduction of the National Standard Commercial Vessels by the Australian Maritime Safety Authority and new Work, Health & Safety requirements, had been the key driver for the increased support from industry. This highlighted the need for the Clean Green Program to continue to evolve to address regulatory changes and, accordingly, the required updating of program content (in consultation with Regulators). This project was required to adapt 21^st century technology to deliver a digitised, operationally focussed, Clean Green Program that can be more efficiently updated and disseminated to industry.

Seafood CRC: market diversification opportunities for Southern Rocklobster

Project number: 2012-741

Project Status:

Completed

Budget expenditure: $113,757.94

Principal Investigator: Ross J. Hodge

Organisation: Southern Rocklobster Ltd (SRL)

Project start/end date: 11 Jun 2013 - 29 Nov 2013

Contact:

FRDC

TAGS

Supply &Amp; Demand

Market Opportunities

SPECIES

Southern Rock Lobster

Need

The SRL strategic plan has identified market diversification as one of its objectives (Objective 3). Previous research on alternative markets project 2004/251 "identification of new market opportunities for Australian Southern Rocklobster Exports" focused on The United Arab Emirates, France, Spain, United Kingdom, Spain, Italy, Japan and the USA.

Participants at the March 2012 meeting identified market diversification as one of the risk management strategies to better manage the fluctuation in demand and price from the traditional markets in HongKong and China. In addition the Australian market has been identified in SRL's strategic plan as having potential for growth opportunities and should be examined. This need was confirmed and supported by the SRL RD and E Committee.

Objectives

1. To identify and characterise export opportunities for SRL products in at least 2 markets (not including China or Australia)

2. To identify and characterise at least 2 opportunities for SRL to diversify within China

3. To identify and characterise any potential market diversification opportunities for SRL in the Australian domestic market

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