Project number: 2007-247
Project Status:
Completed
Budget expenditure: $75,000.00
Principal Investigator: James Fogarty
Organisation: Queensland Seafood Marketers Association Inc (QSMA)
Project start/end date: 29 Sep 2007 - 30 Jun 2008
Contact:
FRDC

Need

The Endeavour prawn has traditionally been successfully marketed into the European Union but over the last few years a number of factors have forced this product from that market.
The two principal factors are:
1. The EU now tests extensively for cadmium levels in prawn and unfortunately on an irregular basis the level in Endeavour prawn exceeds the EU standard. Shipments have been rejected by Customs in the EU even
after testing in Australia has shown the product to be at acceptable levels.
2. Catches of Argentinian prawn have increased substantially over the last few years and due to their high quality and low price have become the prawn of choice for the EU.

This has created a situation in Australia where product being harvested in the Gulf of Carpenteria, Torres Strait and Queensland East Coast has become virtually unsaleable.

However, while work continues to be undertaken to resolve issues on Cadmium levels it is important that catchers look to diversify market opportunities, targeting and maximizing previously smaller local markets.

With catches from these areas exceeding 1,000tonnes each year it is imperative that alternative options be developed to maximize the economic yield of this catch.. Failure to do so will unquestionably accelerate the the parlous state of the Qld trawl industry. We believe that there exists a good opportunity to address this situation via sensible planning and marketing of this product.

Objectives

1. Develop a marketing and supply plan for Endeavour prawns in the Qld market
2. Assess the effectiveness of television, radio and press advertisements emphasising the Endeavour "brand"
3. Assess and monitor the introduction of Endeavour prawn to Cairns retail outlets
4. Produce code of practice for handling endeavour prawn for both harvesters and retailers
5. Assess the effectiveness of point of sale material for retail outlets

Related research

People
Environment
People
PROJECT NUMBER • 2023-088
PROJECT STATUS:
CURRENT

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ORGANISATION:
Fisheries Research and Development Corporation (FRDC)