Project number: 2019-067
Project Status:
Completed
Budget expenditure: $225,870.00
Principal Investigator: Jayne M. Gallagher
Organisation: Honey and Fox Pty Ltd
Project start/end date: 10 May 2020 - 1 Aug 2021
Contact:
FRDC
SPECIES

Need

The recent market failure of wild-caught Barramundi has seen the price to fishers fall to an all-time low. Anecdotal information suggests that this failure is, in part, from a lack of development in packaging, presentation and grading of product, and has seen demand from the foodservice and hospitality sectors decline over time. Research as to what the wild catch Barramundi sectors require today in terms of user-friendly packaging and presentation should be undertaken to define what requirements are needed in order to improve market share for this iconic species. Research is also needed to ensure that any new approach undertaken by the wild Barramundi sector is supported by the market. Understanding current and desired market positioning vis a vis competitors as well as what is needed to achieve the desired positioning will assist this.

Objectives

1. To research the food service and hospitality sectors to gain insights into the drivers and barriers in demand for wild caught barramundi across the different industry sectors
2. To document new packaging, presentation and quality requirements needed in order to improve market share for wild caught barramundi.
3. To identify and document resources that can be used by barramundi fishers to develop, trial and evaluate new product packaging formats, product presentation and quality requirements targeting the needs of the food service and hospitality sectors
4. To develop and extend a wild barramundi market development and positioning strategy

Final report

ISBN: 978-0-9876352-8-0
Authors: Ms Jayne Gallagher Dr Joanne Freeman Dr Janet Howieson Prof Meredith Lawley
Final Report • 2023-05-12 • 2.58 MB
2019-067-DLD.pdf

Summary

In 2017 and 2018, wild-caught Barramundi fishers experienced large price fluctuations, with prices falling to an all-time low. Anecdotal information suggested that this was, in part, due to a lack of development in packaging, presentation and grading of products, which in turn had seen demand from the foodservice and hospitality sectors decline over time.
Foodservice operators rely on and have business models built around consistent supply, quality, and price. Farmed Barramundi (Australian and imported) businesses have, over the past 10 years, spent considerable time and resources on improving quality and have increased production to fill supply gaps when wild-caught Barramundi is not available. Many food service sectors have responded very positively to this, such that Barramundi is now a very common product offering.
At a Queensland Seafood Marketers Association workshop attended by key Barramundi businesses held in June 2018, it was agreed that further research was needed to understand what the wild catch Barramundi sector needs to deliver in terms of user-friendly packaging and presentation to ensure that the market supported any new approach undertaken by the wild Barramundi sector.
This report details the results of a comprehensive market study to better understand the foodservice sectors and their needs was considered critical for the wild Barramundi industry to build and implement a cohesive market development strategy - incorporating consumer education, product development and supply chain improvement.

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ORGANISATION:
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