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RAC QLD: Queensland Seafood Marketing Symposium

Project number: 2016-262
Project Status:
Completed
Budget expenditure: $40,000.00
Principal Investigator: Marshall Betzel
Organisation: Queensland Seafood Marketers Association Inc (QSMA)
Project start/end date: 29 Dec 2016 - 30 Jul 2017
Contact:
FRDC

Need

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

Objectives

1. Create and promte a 1 day marketing symposium

Final report

Author: Marshall Betzel
Final Report • 2017-09-29 • 376.07 KB
2016-262-DLD.pdf

Summary

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.  

Project products

Presentation • 27.04 MB
2016-262-Presentations.pdf

Summary

Presentations by the following presenters are available to download as PDF:

  • Hayley Abbott
  • John Connelly
  • Chanel Day
  • Claire McAsh
  • Chris Calogeras
  • Sam Gordon
  • Alan Adams
  • Peter Horvat
  • John Sussman
  • Arthur Raptis
  • Ben Hale
Environment
Adoption

NSW Taste of Seafood Festivals

Project number: 2022-053
Project Status:
Completed
Budget expenditure: $10,000.00
Principal Investigator: Tricia Beatty
Organisation: Professional Fishers Association (PFA)
Project start/end date: 31 Aug 2022 - 15 Jun 2023
Contact:
FRDC

Need

Please see attached sponsorship proposal that will outline the different tiers of sponsorship and gains for each level of contribution. Please note that the festivals will provide an important exposure of the crucial work of the FRDC to our communities and educate the public on who you are.

Environment
Environment
Industry
PROJECT NUMBER • 2017-077
PROJECT STATUS:
COMPLETED

Research, Development and Extension Strategic Planning Workshop for NSW Commercial Fishing Industry

This project is aimed to develop a New South Wales (NSW) Commercial Wild Catch Fishing Industry research Development & Extension (RD&E) Strategic Plan for 2018-2023 to ensure relevant and strategic priorities are set for the industry. The plan was based on the development of a...
ORGANISATION:
Professional Fishers Association (PFA)
People
PROJECT NUMBER • 2021-049
PROJECT STATUS:
COMPLETED

Developing and testing a cultural change process in the NSW wild harvest sector: a case study to facilitate a process towards co-management in the NSW Northern Fish Trawl

The Australian and NSW seafood industry has been impacted by several unrelated disrupters that challenges the efficacy of current business models and culture to support business success now and into the future. These and other disruptors are also creating challenges to the approaches taken by and...
ORGANISATION:
Strategic Journeys
Communities
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