The country of origin of seafood available for purchase in Australia is an important but inherently complex area of investigation. There are a number driving ambitions right now including a need to:
o In the longer term, build an evidence base to describe and measure the consumer experience at point of order specifically in regards to the information available around the Country of Origin of seafood they are considering purchasing. Seafood can be purchased at a range of different venues from fish and chip outlets, cafes, pubs and clubs, at sporting and entertainment venues, in facilities like hospitals and aged care facilities, to in flight F&B service through to everyday and top end restaurants. Given this is inherently broad and somewhat unbounded nature of these different purchase channels it has been acknowledged this is a large and complex exercise.
o There are some immediate time pressures with a Seafood Origin Working Group meeting scheduled for November 22 2017. There is a need to be in a position to present some evidence about the consumer point of order experience at this meeting.
From our discussions it is clear we need to focus on the most immediate point, that being the November 22 meeting in Canberra. It is hoped that through a well designed market research study, evidence about the experience consumers have in seeking and receiving information about the Country of Origin of the seafood they are looking to purchase can be provided. To achieve this in the short window available the research will need to be tightly defined in scope and coverage and pragmatic in what we can reasonably achieve.