Project number: 2022-166
Project Status:
Budget expenditure: $70,000.00
Principal Investigator: Robert A. Bell
Organisation: Blueshift Consulting
Project start/end date: 30 Apr 2023 - 9 Jun 2024


This Australian Herring FRDC project is a strategic initiative to promote the recently recovered commercial Herring fishery. Blueshift and the commercial sector – represented by Fins Seafood and Albany Seafoods, are strong supporters of benefiting the commercial herring industry through increased demand and production. Fins Seafood focus on locally sourced seafood and have the experience and are passionate in this area, solidifying their undeniable importance to be a part of this project.

The project is needed to reaffirm the presence Australian Herring within the seafood market as commercial landings increase over the coming decade. If Australian Herring is successfully marketed, there is a potential for success within the local domestic market and potentially for export, if export approval is granted by the Australian Government. Furthermore, it is designed to address these challenges by providing investment for research, development, and extension initiatives aimed at improving the sustainability and profitability of the Australian Herring fishery. If successful, this proposal aims to obtain an accurate sense of the market appetite and consumer demand, as well as the potential to value-add by using local seafood processors.

Effective marketing through potential branding, introduction of new products and developing the presence of Australian Herring locally will be beneficial to industry and consumers. Furthermore, successful utilisation of all associated fish waste will bring more value and benefit to industry.


1. Identification of the current market demand and future demand forecasts for Australian Herring.
2. Transition Australian Herring from bait to the higher-value human consumption market.
3. Develop three value-add Australian Herring products.
4. Identify methods of full utilisation of Australian Herring waste products.
5. Development of effective market strategies to introduce value-add Australian Herring products to the retail market.

Related research