Despite considerable investment in RD&E to understand why the Australian seafood industry has been experiencing diminished levels of socio-political and community acceptability, there is still uncertainty regarding the significant values of different segments of the Australian community for coastal and marine systems, their management and industry (Essence Communications 2015). Further, there is evidence these values and associated expectations are highly changeable and can have significant individual, business and national repercussions. While the seafood industry already operates from a strong values-based position of its own - ‘sustainability’, there is evidence the community's concerns have expanded to include animal welfare, supply chain integrity, modern slavery for example.

Understanding community values and expectations is important but not enough. Industry must articulate and demonstrate its commitments to addressing kncommunity expectations. This is critical to breaking the reactive negative cycle that threatens resource access, mental health and viability of our industry. A means of monitoring and tracking industry's success in responding to the community's changing expectations and values must also be developed.

Seafood Industry Australia's (SIA) members have identified social licence. This project is a tangible commitment to a national conversation and action to address community values. It is an opportunity to build seafood industry unity on the basis of a set of shared values and supporting practices.

Australian Council of Prawn Fisheries (ACPF) has initiated a lot of this listening and values-related work relevant to wild catch prawns. ACPF is ready to design, implement and evaluate activities that embed these values as messages and convey the supporting or changing behaviours as proof. ACPF needs to ensure that its outputs reflect the direction of the Australia seafood industry and sees advantages in liaising with SIA as it produces outputs at sector level. In doing so, it will provide a test case for how other seafood industry sectors can undertake to acknowledge and respond to community values and expectations, and make a national set of shared industry-community values their own.

There is a government and community perception that women and regional communities are disadvantaged and require special consideration in regards to developing skills and securing a positive and productive future.

Much of the Australian seafood industry is based in regional Australia where the challenges to the industry include changing fisheries management regimes, physical and climatic environments, financial restraints, and increasing social and political impacts.

The women supporting the seafood industry need more information regarding how to-
organise local WIN activities, look for funding for activities, organise a school and communication education program, tame the media, do displays- for example in shopping centres or at community festivals and fairs, organise seafood festivals such as the Yamba and Geelong Seafood Festivals, lobby for support from communities and community leaders and make better use of communication technologies such as the internet and email.

Uniting women in regional Australia with common purpose and the necessary confidence, and communication and leadership skills is essential in maximising their input within the seafood industry and the local community.

The community needs better information about the seafood industry and seafood for consumption in regards to types of fishing activities, fisheries management, industry environmental and sustainability initiatives, research, careers and training, Indigenous fishing activities, aquaculture, seafood for good health, seafood handling and cooking with seafood.

Changing public perceptions about the seafood industry requires a broad and organised strategy aimed at all levels of the community.

This project provides a coordinated communication strategy for the under-utilised energies of women in the seafood industry, and becomes a core resource for WIN’s activities. The prosperity and longevity of WINSC relies on a high level of motivation among the women to give freely of their time and energies as well as financial and emotional support from the industry. To achieve representation and recognition they need to establish themselves as a credible and productive grassroots movement in the communities of regional Australia.

This project provides support for the skills development of women in the seafood industry to achieve the WINSC vision statement: 'The National Women’s Industry Network is a network of women in the fishing and seafood industry. Network members influence decision making to ensure a profitable, dynamic, secure, innovative and sustainable industry. An industry which is proactive and responsive to the needs of industry and the community (WINSC Annual Report 1999-2000)'.