Project number: 2016-244
Project Status:
Completed
Budget expenditure: $219,360.00
Principal Investigator: Emily A. Mantilla
Organisation: Honey and Fox Pty Ltd
Project start/end date: 31 Oct 2016 - 30 Jul 2018
Contact:
FRDC

Need

The TSRA, working with Torres Strait Islander and Aboriginal fishers and communities, seeks to identify viable options for direct exports and brand differentiation.

A key barrier to development of fisheries in the region is the additional cost of reaching markets and the cost of doing business from a remote location. Currently, export of fisheries-derived products is primarily through Cairns, the costs of which appear to erode the competitiveness of Torres Strait product.

Research is needed to identify the legislative, administrative and infrastructure requirements for direct export from the Torres Strait, and the key export market opportunities that could be met by Torres Strait-derived products. The research will need to assess whether direct export is feasible compared to the status quo.

Competitive access to viable markets, including export markets, as well as the identification of unique market differentiation strategies may provide opportunities to improve the profitability of the products (increase prices and potentially improve market access), thereby having a positive socio-economic flow on effect to the Traditional Inhabitants of the region and the associated communities.
 
The scope of the project will include:
• Developing a stakeholder engagement and consultation plan and implementing consultation activities that respect the cultural values and communication protocols of Torres Strait Fishery participants
• Conducting market research to identify product/export market opportunities and to identify what makes the Torres Strait products different (unique features, “the special story”, identification of drivers and the barriers)
• Undertaking a cost/benefit analysis of direct export from the Torres Strait, assessing the legislative and administrative framework and the current infrastructure vs infrastructure required for direct export
• Preparing two/three marketing strategy options with a recommendation as to which strategy would be the best to implement and why (marketing strategy framework).
• Preparing a fully costed and budgeted brand communication implementation plan

Objectives

1. To develop a viable marketing and brand strategy option with implementation examples for execution that may improve the profitability of TSF products
2. To take the stakeholders of the TSF on a marketing and branding learning journey
3. To assess the feasibility of exporting fisheries products directly from the Torres Strait

Final report

ISBN: 978-0-9876352-2-8
Authors: Emily Mantilla Jayne Gallagher Helen Johnston Claire Winkel and Ewan Colquhoun
Final Report • 2019-07-19 • 379.71 KB
2016-244-DLD.pdf

Summary

Commercial fishing is an economically important activity in the Torres Strait providing financial opportunities for the traditional inhabitants of the region. A key barrier to development of this fishery has been identified as the additional cost of reaching markets and the cost of doing business from a remote location. Currently, export of fisheries-derived products is primarily through Cairns, the costs of which appear to erode the competitiveness of Torres Strait product.

The TSRA, working with Torres Strait Islander fishers and communities, wanted to identify viable options for direct exports and brand differentiation.

Related research

People
Environment
Industry