As part of CRC Project 2009/723 the CRC has funded the development and registration of a trademark for Australian Wild Abalone. A code of conduct governing the use of the trademark has also been developed and is currently being trialed as part of the on going project market development activities.
What is needed now is a desktop study of different options for managing the trademark in the future, including the formation of an industry owned and managed company to administer the use of the mark and the activities associated with it. This information will be a key input to the decision process for the Abalone companies involved in further developing the market in China, in particular whether to continue the program and if so how to contribute financially to it.
Final report
This report reviews appropriate business models for the development and management of the Australian wild abalone trademark in China. Desktop data collation and analysis has been undertaken in April –July 2011 as a desk study based on available public material with limited phone contact to relevant industry experts.
Five case studies have been reviewed (Australian Wool International, Wine Australia, Meat and Livestock Australia, Australian Pork Limited and Dairy Australia) to best inform the Seafood CRC (SCRC) regarding the options to create and manage international product trademarks, and the active role for industry producers and members in the corporate management of these assets and delivery of export product to target export consumers.
