During the past 5 years Australian farmed barramundi production has increased from 2,700 tonnes in 2003/04 to an expected 6,000 tonnes in 2008/09 while average farm gate prices have fallen. This coupled with the current global recession is impacting significantly on the profitability of the barramundi farmers.

There is an opportunity and need to develop and implement a repositioning strategy for the domestic market that enables Australian farmed Baramundi to be differentiated from its competitors and to deliver on consumer expectations for quality and price.