Three years ago, Seafood Australia Pty Ltd, which publishes Seafood Australia trade magazine, began a series of seafood recipe books titled Quick+Easy Seafood, for distribution through seafood retail shops. Their purpose is to assist retailers develop sales, and to convey industry profile messages to consumers.

To improve distribution of the books, the publisher (Principal Investigator) conducted a survey by personal visit to forty seven seafood shops in five States, to examine impediments to the use of Point-of-Sale (POS) promotion material, and to the process of information distribution generally, at retail level. The survey primarily targeted re-sellers of the Q+E Seafood books.

As a relatively small number of large, independent seafood shops are responsible for a significant proportion of total retail sales of Australian seafood, there is probably a great deal to be achieved by well planned and well supported POS communication through this sector.