11 results
Adoption

Australian Prawn education for retail and consumers

Project number: 2017-087
Project Status:
Completed
Budget expenditure: $85,735.69
Principal Investigator: Rachel King
Organisation: Australian Council of Prawn Fisheries Ltd (ACPF)
Project start/end date: 28 Jul 2017 - 30 Jul 2019
Contact:
FRDC

Need

LAP needs to differentiate market positioning activities from extension, education and campaign evaluation activities. LAP needs to be able to satisfy retailer and chef requests for extension/education.

FRDC project 2016-272 "IPA ACPF APFA: Love Australian Prawns evaluation using consumer research, sales data and market insights" allowed for campaign evaluation with RD&E funds. This proposal seeks to access RD&E funds for extension and education to retail staff.

As the campaign enters Year 5, LAP contributors are looking to verify their return on investment in LAP and some payments have been slow. New contributors, such as NSW, Qld and Vic also require this information as they decide to invest. LAP needs to be able to demonstrate judicious allocation of marketing funds, a sound return on investment, and plans to reach all stakeholder groups.

Objectives

1. Provide education materials to LAP retailer partners to assist staff to answer consumer questions about Australian Prawns
2. Provide visual instructions to complement written LAP recipe instructions to assist consumers

Final report

Authors: Ben Hale Rachel King
Final Report • 2021-04-01 • 4.37 MB
2017-087-DLD.pdf

Summary

This report presents the methods used to assist consumers to overcome barriers to consumption of Australian prawns. The report details the outputs, and any available metrics, in market channels including retail, food service and directly with consumers about prawns, including: species, regions, preparation and cooking. Consumer perception and awareness of Love Australian Prawns (LAP) was measured and compared against previous years.
 
Implications for relevant stakeholders:
1. Despite initial interest and enthusiasm, implementing staff education programs within large supermarket chains is problematic, even with support of the seafood department as content crosses multiple areas of responsibility (e.g. operations and human resources).  These multiple layers of approval and often changing policies can render printed material out of date or stuck in a cycle of revision and approval until it is out of date. Independent seafood retailers are capable of utilising such resources and welcome them.
2. Online video is highly effective in moving consumers along the journey from consideration to purchase and help reduce barriers to consumption. The inclusion of a video on a web page or alongside a recipe increases uptake and effectiveness of the recipe.  Continued use of smartphones and online media make how-to videos essential considerations when planning any recipe based marketing.
3. Sales of Australian prawns can be increased in food service venues with compelling and novel serving buckets to bring theatre and engagement to the table, however larger volume venues have different requirements to smaller venues.
4. Awareness of the LAP campaign amongst consumers has grown steadily from years 1-5 and plateaued in year 6. Investment in the campaign has remained steady in years 1-5, declining in year 6.
 
Recommendations:
1. Removing barriers to consumption is best achieved via direct to consumer marketing, especially through online video, rather than attempting to educate serving staff in major supermarkets through printed materials.
2. The LAP prawn bucket project has established that consumer demand can be increased with a novel serving bucket. This should be scaled from 6 to 20 test locations to further validate its effect before investing in on a larger scale and a compostable, recyclable  chitosan based bucket should also be developed and trialed for higher end restaurants.

 
Communities
PROJECT NUMBER • 2018-172
PROJECT STATUS:
COMPLETED

Methods to profile and connect the provenance of wild caught prawn fisheries and their values to the community

The wild prawn industry, as a key influencer of the community's (sustainability) perception of the Australian seafood industry, has addressed identified risks to social license so that it can protect its legal license to operate in public waters. This report provides the results and conclusions on...
ORGANISATION:
Australian Council of Prawn Fisheries Ltd (ACPF)
Industry
PROJECT NUMBER • 2011-746
PROJECT STATUS:
COMPLETED

Seafood CRC: value adding to the school prawn industry: Clarence River case study

School prawns (Metapenaeus macleayi) are marine and estuarine prawns found along the east coast of Australia, between southern Queensland and eastern Victoria. Given that school prawns are low to medium priced, there is significant opportunity to increase the margin for this species by value adding....
ORGANISATION:
SARDI Food Safety and Innovation
Industry
PROJECT NUMBER • 2016-261
PROJECT STATUS:
COMPLETED

Investigating the use of trace element profiles to substantiate provenance for the Australian prawn industry

In 2015 industry stakeholders from the Australian Council of Prawn Fishers (ACPF) and the Australian Prawn Farmers Association (APFA) identified the potential for the "Love Australian Prawns" (LAP) campaign to be undermined by the practice of unscrupulous operators substituting Australian prawns...
ORGANISATION:
Curtin University
Industry
PROJECT NUMBER • 2019-214
PROJECT STATUS:
COMPLETED

Survey for WSSV vectors in the Moreton Bay White Spot Biosecurity Area

The objective of this project was to undertake opportunistic plankton sampling and collect small non-commercial species of decapod crustaceans in northern Moreton Bay and near the intakes of the three prawn farms which remained operating on the Logan River during April and May 2020, at a time when...
ORGANISATION:
DigsFish Services Pty Ltd
Industry
PROJECT NUMBER • 2013-221
PROJECT STATUS:
COMPLETED

Stock enhancement of the Western School Prawn (Metapenaeus dalli) in the Swan-Canning Estuary; evaluating recruitment limitation, environment and release strategies

Keywords: Aquaculture-based enhancement, recreational fishing, restocking, post-release survival, larval ecology, larval taxonomy, fish predation Executive Summary: This report provides the first comprehensive investigation into the biology and ecology of the Western School Prawn...
ORGANISATION:
Murdoch University
Adoption
PROJECT NUMBER • 2017-065
PROJECT STATUS:
COMPLETED

Disseminating existing bycatch reduction and fuel efficiency technologies throughout Australia's prawn fisheries

Prawn trawling is among the world's least selective fishing methods, the unintended consequence being large quantities of bycatch. It is also a method that can disturb benthic habitats and use large quantities of fuel—a significant running cost for many fisheries. Issues of bycatch and fuel...
ORGANISATION:
IC Independent Consulting Pty Ltd
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