RAC WA: Demographic Performance of Brownlip Abalone: Exploration of Wild and Cultured Harvest Potential
RAC WA: Investigating critical biological issues for commercial Greenlip Abalone sea ranching in Flinders Bay, Western Australia
RAC WA: The application, needs, costs and benefits of Habitat Enhancement Structures in Western Australia and cost effective monitoring methods
RAC QLD: Queensland Seafood Marketing Symposium
Although a $2.7 billion industry,the Australian Seafood lags behind otherp rimary producers in its ability to centrally organise, market and represent itself to consumers,regulators and the general public.
There remains a strong need for seafood producers (fishers and farmers) to understand the curren seafood market, supply chainand advances in product development and marketing.
A marketing symposium would provide industry with an update on the current trends and approaches, it would further benefit industry by benefit industry by:
1. Informing participants how effective marketing works
2. Inspiring participants with practical examples of effective marketing they could apply at a sector, category or company level.
3. Showcase examples of effective marketing for domestic demand, export, trade and industry goodwill
4. Identify and explain new marketing channels and the opportunities they present
5. Demonstrating how to incorporate a systematic approach to developing a brand
6. Identifying meaningful and distinct consumer markets through market segmentation
It is clear that the priority audience for the symposium are fishers and farmers looking to improve their profitabulity
Final report
The initial proposal to hold a marketing symposium in Queensland was based on the need to bring Industry together with particular reference to the post-harvest sector to provide, exchange and discuss information in an open forum regarding trends and/or needs in the existing value chain process which will lead to product reaching its market in ultimate post-harvest condition and value. Concepts of market brands, brand orientation, consumer trends, market segmentation, packaging and distribution were all key elements of the symposium subject matter.
One of the key messages that resonated strongly throughout the symposium was that as an industry, we don’t communicate with consumers or the community in general about how sustainable Queensland Seafood is or its value in terms of nutrition and wholesomeness. Similarly, the sustainability message of how our industry operates is also absent in our marketing.
There was a strong consensus amongst the delegates that these areas should be addressed, and that perhaps the central theme of the next symposium should be what effective strategies and methods should we as an Industry consider in engaging and creating awareness within the community as to our high level of sustainable practice and social responsibility.
Valuing WA smaller commercial fisheries across the supply chain
The proposed study will produce information about the supply-chain economic contribution of selected small scale fisheries in Western Australia, as well as a method that can be applied to making these estimates for other fisheries.
The proposed approach includes making three separate estimates of the supply-chain contribution of selected fisheries using three different levels of information: (1 – minimal cost) published fishery production data and a regional economic model that describes inter-regional flows using published statistical data, (2 – minimum consultation) the same as 1 but also including a workshop with key stakeholders to inform the assumptions, and (3 – maximum data) the same as 2 but also collecting primary data from businesses along the supply-chain. As such, the estimates produced for the selected fisheries using approach 3 will be of high quality and the recommended method described in the guidelines will be informed by a comparison of the cost and performance of undertaking the analysis using each level of information.
Three approaches to obtain supply chain data will be utilised and compared in this project. Below summarises the set of data sources within each approach.
Minimal cost approach
Fishery production statistics: Published production statistics (State of the Fisheries 2020/21*) or data request to DPIRD
Fishery financials and employment: Published profiles (if available) or matched fisheries (as per 2017-210)
Supply-chain flows: Analysis of regional input-output tables, taken as given
Supply-chain financials and employment: Analysis of regional input-output tables
Minimal consultation approach
Fishery production statistics: Published production statistics (State of the Fisheries 2020/21*) or data request to DPIRD
Fishery financials and employment: Published profiles (if available) or matched fisheries (as per 2017-210)
Supply-chain flows: Estimated by workshop with stakeholders, starting from input-output table estimates
Supply-chain financials and employment: Analysis of regional input-output tables
Maximum data approach
Fishery production statistics: Published production statistics (State of the Fisheries 2020/21*) or data request to DPIRD
Fishery financials and employment: Primary data
Supply-chain flows: Primary data
Supply-chain financials and employment: Primary data
* Newman, S.J., Wise, B.S., Santoro, K.G. and Gaughan, D.J. (eds) 2021, Status Reports of the Fisheries and Aquatic Resources of Western Australia 2020/21: The State of the Fisheries, Department of Primary Industries and Regional Development, Western Australia.
Key to estimating the supply-chain flows for the low-data approaches, we will apply the direct coefficients from input-output tables within our RISE models to the value of each fishery to estimate the value of each node of the supply chain for each fishery. The input-output model tells us for each dollar of sales from the fishing sector there are sales to other sectors (i.e. processing, wholesale trade, retail trade, food services). Subsequently, those sectors also have sales to other sectors. By applying these coefficients in sequence we can estimate the value of each node of the supply chain. Data for input-output models are held by BDO and ultimately sourced from publications by ABS, RBA, ATO and other public organisations.
Under the minimal consultation approach, we will refine the supply-chain map developed under the minimal cost approach by eliciting judgement by key stakeholders. These stakeholders will have an idea of the size of the supply chain nodes and will be able to confirm or adjust the values according to their knowledge.
Under the maximum data approach, we will interview businesses along the supply chain in order to collect data to value each supply chain node. We will elicit the value of each business and the number and size of businesses at each node. Information on the number and approximate size of businesses at each supply chain node will be sought from industry participants at the workshop. Contact details for businesses willing to be involved in the interview process with also be sought at the workshop.