The seafood industry has experienced significant profitability problems in recent years. Part of this lies with its operational focus and lack of self promotion, especially as compared to its competitors in the Australian market – meat, chicken and pork. As a result, the volume of seafood consumption is relatively low, especially in homes. At the same time, import competition has developed rapidly, exposing the industry to even greater price and volume pressure. For the industry to be successful a range of changes are required, but promotion to improve both volume and price is an urgent need.

The task now is to take the outcomes of this process to industry, explain the program and benefits in detail and receive feedback as to how the program can be adjusted to best suit the needs of each seafood sector/species.

A broad strategy for seafood promotion generally has been prepared and a specific strategy for the Australian market. The next step is to take these strategies to industry, explain what is proposed, receive further sector/species input and seek support for SEA and its strategies.