Seafood Industry Australia commissioned Futureye to review existing research into the Australian communities attitudes toward seafood, as well as other market research, that has been undertaken since 2014
Budget expenditure: $153,484.97
Project Status:
Principal Investigator: Jane D. Lovell
Organisation: Seafood Industry Australia (SIA)
Project start/end date: 14 Aug 2018 - 30 Jul 2019
Value Add
Health And Safety


Despite considerable investment in RD&E to understand why the Australian seafood industry has been experiencing diminished levels of socio-political and community acceptability, there is still uncertainty regarding the significant values of different segments of the Australian community for coastal and marine systems, their management and industry (Essence Communications 2015). Further, there is evidence these values and associated expectations are highly changeable and can have significant individual, business and national repercussions. While the seafood industry already operates from a strong values-based position of its own - ‘sustainability’, there is evidence the community's concerns have expanded to include animal welfare, supply chain integrity, modern slavery for example.

Understanding community values and expectations is important but not enough. Industry must articulate and demonstrate its commitments to addressing kncommunity expectations. This is critical to breaking the reactive negative cycle that threatens resource access, mental health and viability of our industry. A means of monitoring and tracking industry's success in responding to the community's changing expectations and values must also be developed.

Seafood Industry Australia's (SIA) members have identified social licence. This project is a tangible commitment to a national conversation and action to address community values. It is an opportunity to build seafood industry unity on the basis of a set of shared values and supporting practices.

Australian Council of Prawn Fisheries (ACPF) has initiated a lot of this listening and values-related work relevant to wild catch prawns. ACPF is ready to design, implement and evaluate activities that embed these values as messages and convey the supporting or changing behaviours as proof. ACPF needs to ensure that its outputs reflect the direction of the Australia seafood industry and sees advantages in liaising with SIA as it produces outputs at sector level. In doing so, it will provide a test case for how other seafood industry sectors can undertake to acknowledge and respond to community values and expectations, and make a national set of shared industry-community values their own.


1. Identify values of major segments of the Australian community for fisheries resources and seafood industries, and expectations of industry behaviours that support those values
2. Identify values of the Australian seafood industry that are common across the industry at national and sector/regional scales
3. Establish industry response to community values and expectations, including measurable benchmarks of industry behaviours and performance that demonstrate commitment
4. Demonstrate and evaluate the effectiveness of a community engagement and communication strategy that is built on recognised shared values and committment to supporting industry behaviours (Extension proof of concept – Prawns)
5. Increase capacity of industry's current and emerging leaders to engage in values-and-behaviours conversations with community leaders on an ongoing basis

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