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PROJECT NUMBER • 2010-719
PROJECT STATUS:
COMPLETED

SCRC: SCRC RTG: Training in endocrine diagnostic techniques and hormone analysis of thermally challenged female Atlantic Salmon broodstock

The purpose of the research was to determine whether the endocrine profiles of plasma follicle stimulating hormone (FSH) and luteinizing hormone (LH) changed as a result of thermal exposure, broodstock age or hormonal treatment in farmed female Atlantic Salmon. FSH promotes the production of...
ORGANISATION:
University of the Sunshine Coast (USC)
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PROJECT NUMBER • 2008-762
PROJECT STATUS:
COMPLETED

SCRC: PhD : The effect of temperature on reproductive development in maiden and repeat spawning farmed Atlantic Salmon: Understanding the molecular basis for improved egg quality and survival

Tasmanian Atlantic Salmon (Salmo salar) broodstock can encounter temperatures above 20°C, which has a marked negative effect on reproductive development. Broodstock management strategies are needed in order to maintain egg quality in the face of thermal challenge either due to seasonal...
ORGANISATION:
University of the Sunshine Coast (USC)
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SCRC: Seafood CRC Master Class: Stimulating Consumption of Australian Seafood

Project number: 2010-769
Project Status:
Completed
Budget expenditure: $0.00
Principal Investigator: Dawn Birch
Organisation: University of the Sunshine Coast (USC)
Project start/end date: 28 Feb 2011 - 29 Feb 2012
Contact:
FRDC

Need

The CRC now has a wealth of current information about various aspects of Australians seafood consumption. The issue now is how to get this information out to the various stakeholders in the Seafood industry in such a format that companies can use the results in a very practical way to improve their returns and ensure their continued sustainability.

This education module has been designed to be practical, flexible and widely disseminated and so fulfil needs in several ways as follows:

• The module has been designed based on a transformational learning model, that is, a model where participants are required to reflect on their current practices and behaviours and then based on information provided, plan operational changes to maximise firm benefits.

• The module is being designed for delivery in two formats, face-to-face and digitally/online to maximise the potential audience reached. The online materials will provide access for those who cannot attend face-to-face sessions, as well as providing an ongoing resource for those who do attend face-to-face.

• The face-to-face component will be delivered in a mix of capital cities and regional locations to maximise exposure to where industry is actually located. This multimodal approach is designed to ensure the widest possible dissemination of results as well as providing face-to-face participants with a resource than can use within their own organisations.

Final report

ISBN: 978-1-925982-27-5
Authors: Dawn Birch Meredith Lawley and Nick Danenberg
Final Report • 2012-03-01 • 855.12 KB
2010-769-DLD.pdf

Summary

The Seafood CRC now 'owns' the most up-to-date and extensive research data on how and why consumers purchase and consume seafood, gathered through a variety of projects including Repositioning Australian Farmed Barramundi, the Omnibus Surveys and the Retail Transformation project to name a few. The challenge was to communicate this knowledge, and more importantly to help firms to apply this knowledge to achieve improved returns.

This project was an Education and Training project with a key purpose being the dissemination of consumer research findings from other CRC projects. This project allowed for wider dissemination by not only relying on face-to-face delivery but also developing an online resources equivalent.

Seafood CRC: A Final Seafood Omnibus: Evaluating changes in consumers attitudes and behaviours

Project number: 2015-702
Project Status:
Completed
Budget expenditure: $21,262.44
Principal Investigator: Meredith Lawley
Organisation: University of the Sunshine Coast (USC)
Project start/end date: 1 Feb 2015 - 29 May 2015
Contact:
FRDC

Need

The CRC commissioned two previous Omnibus Studies – one collected data in November/December 2009 (n = 2,643) and the second collected data across December 201 and January 2011 (n=3,629). These studies had three keys objects:
1. Measure seafood consumption levels and patterns including consumers' knowledge and preferences for seafood (benchmark and track changes over time).
2. Measure consumer acceptance (in terms of consumers’ willingness to pay, the expected market share, segmentation, and importance of product features) and forecast the demand for a range of innovative seafood products, packaging, and services.
3. Determine the relative impact of different advertising, promotional messages (e.g., health benefits, sustainability and other environmental claims, etc), education programs and the extent those messages would be valued by the consumers.

The CRC has conducted considerable further research since these studies, however this has been targeted to specific species (eg barramundi, prawns etc) with no further tracking over time of seafood consumption levels and patterns including consumers' knowledge and preferences for seafood. Given the work of the CRC in several species since the last Omnibus a final study addressing objectives one specifically would allow changes over time to be measured. In addition the final Omnibus could include questions addressing issues that have arisen through the further studies conducted by the CRC that remain unanswered including:
1. The role and impact of childhood habits on seafood consumption
2. Gender differences in purchasing and preparing seafood
3. The role of health/dieting on the Monday consumption pattern
4. The role of social media in seafood consumption
5. Consumer understanding and impact of sustainability
6. Underutilised species
7. The impact of provenance and traceability.

These issues are in line with the final recommendations from the previous two omnibus studies.

Objectives

1. identification of changes in consumers attitudes towards Australian seafood
2. identification of changes in consumer behaviour when purchasing and consuming seafood
3. exploration and identification of emerging issues impacting the marketing of Australian seafood

Final report

ISBN: 978-0-9756045-9-5
Author: Meredith Lawley
Final Report • 2015-06-29 • 734.26 KB
2015-702-DLD.pdf

Summary

The purpose of this project was twofold – firstly, to identify changes in consumers’ attitudes and behaviours over the past 5 years, and secondly, to further explore key issues impacting continued consumer trends. This study is the third Omnibus Consumer Research project carried out by the CRC and follows the 2009 and 2011 studies conducted by the Ehrenberg Bass Institute. The 2015 Omnibus comprised a national online survey conducted in April 2015 and was completed by 2,538 consumers over the age of 18. Respondents broadly matched the Australian population in terms of state location and age. Criteria for inclusion were the same across all three Omnibus studies. A major difference between the studies was timing. The 2009 Omnibus was conducted in December in the lead up to Christmas in 2009 and the second omnibus was conducted over December and January 2011, so again a key holiday period. The 2015 Omnibus specifically targeted a non-holiday period of March 2015. Many of the differences in results between the three studies can be at least partially attributed to this difference in timing. The 2015 Omnibus comprised two major sections: the first section monitored similar issues to the previous two Omnibus studies and so allowed the identification of trends, while the second part of the Omnibus explored new areas.

Keywords: seafood consumption, seafood marketing, omnibus, sustainability

SCRC: PhD: Strategic decision making and business performance in the Australian seafood industry

Project number: 2011-711
Project Status:
Completed
Budget expenditure: $0.00
Principal Investigator: Meredith Lawley
Organisation: University of the Sunshine Coast (USC)
Project start/end date: 30 Jun 2011 - 30 Dec 2013
Contact:
FRDC

Need

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.

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