Sardines have traditionally been an undervalued species in WA, with the majority of product going for
angler bait and tuna aquaculture feed at an average price of around $1.20/kg. It has been
recognised that there are opportunities in the human consumption market for this fish due to the
relatively high volumes of sustainable production and the perceived health benefits as an oily fish. As a
result some research has focused on increasing the value of sardines in WA, and indeed some
product development and consumer survey work has been undertaken and various value added
products produced (FRDC Project Report 95/142). Generally, however, these products have not had
long term success , partly due to the reduction in supply after the ‘pilchard kills’ of the 1990’s and partly to a disconnect in the production, processing and marketing chain. This project, using methods developed in the accelerated product development project CRC 2010/706, will increase the chance of producing products with market longevity by developing products and an aligned supply chain to meet a specific and pre-identified market opportunity.

To be successful, selling sardines for human consumption needs the expertise of project partners, through the whole chain to identify and exploit new market opportunities for Western Australian sardines. These potential partnerships are in place with this project encompassing producer, processor and distribution channel. Pilot production and market trials, encompassing through chain partnerships and agreed product development practices, protocols and specifications from catch to market are thus able to undertaken, improving the likelihood of market success from the value added sardine products prior to large scale production.