The proposed evaluation will be critical to providing feedback directly from consumers on how effective the implementation of the Plan has been. This data can then be triangulated with data from industry (both qualitative and quantitative) to gain a full picture of all aspects of implemenation of the Plan. Specifically, the evaluation will measure reach and awareness of the campaign as well as identifying which media were effective in gaining consumer attention, recall of specific promotional items (recipe cards, posters, banners, decals etc) and the impact of the campaign on both consumers attitudes and behaviour. Further, we will be able to use existing knowledge of consumers purchasing behaviour and attitudes towards prawns as a benchmark against which this new data can be compared.

The Sydney Rock Oyster (SRO) aquaculture industry is the largest and oldest aquaculture industry in NSW with annual revenue of approximately A$35 million (I&I NSW 2011). SRO breeding was initiated in 1990 through mass selection aiming to develop faster growing, winter mortality resistant lines (Nell et al. 2000). After five generations the average time to market size reduced by more than 12 months (Nell and Perkins 2005) and disease resistant lines were available. In 2004, the first progeny from 5th generation fast growing lines were distributed to oyster farmers in NSW. In comparison to wild-caught oysters, these stocks demonstrated clear differences in reproductive behaviour, which affected marketability in various estuaries throughout NSW (O’Connor and Dove 2011). While industry demand for selectively bred SRO remains strong (2011/2012 spat sales will exceed 20,000,000 and will form the basis of more than 20% of total production), these changes pose both challenges and opportunities for the entire SRO production cycle from the hatchery, where oysters in “ripe” reproductive condition are required for spawning, through to market where reproductive condition is a major determinant in “saleability”.

With the progression of the SRO breeding program from 3 “base” mass selected lines to 120 pair-mated families, investigation into the biology behind the altered condition index of selectively bred oysters is of great importance. Initially, there is a fundamental need for reproductive concurrency among lines to allow breeding. Secondly, genetic variability in reproductive condition offers the opportunity to manage marketability through the selection of lines whose characteristics suit market requirements.

In 2008-09, the aquaculture oyster industry contributed about 92 million Australian dollars (~ 14,000 t) to the Australian economy. To maintain and potentially increase this contribution of the oyster industry to the Australian economy, knowledge needs to be gained regarding the effects of stressors such as disease (e.g. QX or winter mortality), pH (acid sulfate soil leachate), temperature, salinity and contamination caused by oil spills on the animals, as these stressors weaken the oysters, potentially resulting in an increase in their mortality or decrease in their quality. This in turn is directly linked with the economic value of the oysters and the profitability of the industry.

This project is relevant to the "Breeding for profit" Seafood CRC business plan and links with the Seafood CRC research program 1, Genetics theme, application of emerging technologies. Moreover, it is also relevant in regards to the Oyster Consortium goals, which aim to 1) improve breeding strategies to continue lifting the quality of oysters and to 2) increase our understanding of oyster health and its links with the environment.

The project aligns with the NSW Aquaculture Research Advisory Committee goals to:
1. maintain and improve the breeding program to produce oysters that are faster growing, disease resistant and in better condition for marketing.
2. increase the understanding of the QX and winter mortality disease, as well as other parasites and pests.
3. investigate the impacts of the environment on oyster farming.
4. improve the understanding of potential impacts of climate change on oyster farming and to develop strategies to deal with such changes.

There is a need to investigate to what extent Seafood CRC research outcomes (as a moderating variable) have affected the performance achieved by Seafood CRC industry partners through resource and capability development which enables a business to realise economic value and a sustainable competitive advantage.