As already noted (see Background), substantive social research and industry and natural resource management experience has shown that public and stakeholder acceptance is very important for the success of primary industries like the wild-catch sector of the commercial fishing industry. Unproductive debates about sustainable development and ecosystem protection have increased, and projects, programs, or policies lacking greater social acceptability are unlikely to be implemented (Shindler et al 2004). Strong future economic, environmental and social performance of wild catch fisheries depends on productive three-way communications between the fishing industry, their stakeholders, and the wider public (see Figure 2). In order to achieve those conversations, however, we need greater understanding of what drives social acceptability and how it influences decision-making.

This project was developed with reference to the research themes and priorities identified by the:
• National Fishing and Aquaculture RD&E Strategy 2010 (pp 28-30)
• FRDC RD&E Plan 2012-15 (pp 27, 28, 30; 32-33; 34-35; 37-38)
• Social Sciences Research Coordination Program Plan 2009-2012 (p.5)

The Strategy and Plans consistently identify the need for research that helps build mutual benefits and support between the fishing industry and its (national, regional, stakeholder) communities and that has explicit strategies for facilitating the adoption of research findings, thereby building industry capacity in the process.

Our research will meet that need by:
• Generating knowledge about the drivers of the wild-catch sector’s social acceptability and to what extent and how social acceptability influences resource access decision making processes;
• Enhancing value of current and future communications approaches through provision of key messages and approaches that extend one-way provision of information to ways to build public trust; and
• Possibly improving existing social acceptability benchmarks for the wild-catch sector.

Australian rock lobster fisheries, similar to their New Zealand counterparts, are coming under increasing pressure to forfeit access to fishing grounds and to shares of available yields as a consequence of a well organised and resourced marine protection lobby and opportunistic political decision making. In recent seasons the situation for the Australian lobster industries has been made more difficult because of Federal Government marine protected area agendas and difficulties in brokering direct export to the lucrative China market. Industry capacity that might otherwise be committed to improving reputation and efficiency and promoting economic growth and investment has instead been diverted to protecting existing access and utilisation opportunities. The rock lobster industries will directly and indirectly benefit from cooperative approaches to current and emerging challenges (the most recent being biotoxin events for example) and from collaborative efforts to agree and implement growth and consolidation strategies based on good science and credible decision making. The 'sharing of knowledge' which is a feature of each Lobster Congress draws greater numbers of industry participants into agreed work plans and creates wider understanding and awareness across the industries as to he need for responsible fishing, strategic responses to external forces, and wise and credible political lobby and positive profiles within the wider community.

The 1993 Fishing Industry National Study (FINS) clearly identified that more cohesive and efficient delivery of the types services now provided under SSA’s umbrella was required to address important areas of market failure in the seafood industry and to help the industry identify and captilise on significant opportunities for industry development through post harvest value adding.

SSA’s products, services, and its comprehensive standards development process, are recognised nationally, by industry and governments, as having contributed significantly to the development of the Australian seafood industry, especially through keeping the industry abreast of legislative and technological change. SSA’s work is also being recognised internationally and used as a model for other primary industry sectors. See Appendix C – SSA Annual Operating Plan, December 2001 to June 2002. Recent evaluations have identified opportunities to further improve SSA’s delivery of products and services to all sectors of the industry.

Incorporation of SSA Ltd establishes a rigorous, transparent and accountable management regime with significant industry ownership that will further focus the SSA’s activities through corporate leadership, strategic vision and closer links with the industry on a national basis. Formal corporate directorship processes will also ensure SSA’s operates strategically within the broad industry development program outlined in the Investing for tomorrow’s fish: the FRDC’s research and development plan, 2000 to 2005.

The SSA Network brings together industry and government members from each State and Territory, and the Commonwealth to seek solutions to a wide range of seafood supply chain issues, including issues of market failure, from seafood safety through to environmental management systems. Experience over the past three years has demonstrated the pivotal role the Network plays in achieving SSA's outcomes so successfully. This project will strengthen the Network so that it can continue to have input into priorities and work programs, thereby ensuring SSA Ltd activities are responsive, cohesive, and appropriately targeted.

SSA Ltd provides a flexible and responsive mechanism that will for the first time, enable the seafood industry to attract private and public funding for seafood industry development from non-traditional funding sources. It will do this by encouraging and supporting people, businesses and organisations in the seafood industry who want to:
1. continually improve and add value to their businesses,
2. continually improve their environmental performance,
3. meet consumer expectations (especially in having high levels of confidence in Australian seafood products), and
4. receive broad community support for their activities.

SSA Ltd will is uniquely poised to foster unprecedented and sustainable seafood industry development, generating significant social and economic benefits to Australia.