Indigenous Branding in the Fishing and Seafood Industry - Economic Creation and Capture
Modern fishery regulations are creating new opportunities for Indigenous people to participate in the whole seafood chain. (see the recent corporate examples noted in the Background Section).
Indigenous people are increasingly the owners of commercial fishing licenses, and the operators of fishery businesses. But in wholesale markets their harvests will have to compete on price per kilogram with every other fishers' product. If they lack business scale or are not productive and commercially agile, their commercial business will not survive.
One option is for Indigenous fishers to offer seafood attributes that are unique and attractive to consumers. If products are differentiated and also branded in unique ways, some end-consumers may value these attributes and be willing to pay higher prices, which flow back to the fisher/owner of the brand. This is the same economic pathway that every other commercial fishing and seafood business pursues.
But does this logic apply to emerging Australian Indigenous brand fisheries? That is the question this project seeks to address.
Is there substantive global and local evidence supporting the development of specific commercial Indigenous food brands in any seafood/food market? And if there are commercial branding benefits, can Indigenous fishers/producers actually capture the benefits of the investment they make in such branding, or are they dissipated along the supply chain?
This analysis should be undertaken before further FRDC and other agency or authority funds are committed to R&D or other funding that supports the development of Indigenous seafood brands.
IRG Members considered how best to approach the challenge. Members supported that the Priority 2 (Benefits of an Indigenous brand) should be funded as a project immediately.
They agreed a technical analysis of the economic benefit of such a brand should be undertaken via a desktop international audit to capture information on successes and failures using such brands, understanding the whys, the costs, governance involved and if successful where is the benefit captured (at the supplier, middle person or the end point.
Final report
The executive summary comprises three parts:
1. Research framework and limitations,
2. Issues and drivers for Indigenous seafood branding,
3. Conclusions from case studies and review.
Workshop event: Establishing a maritime training and education facility on the NSW South Coast
Consultation pathways for Australian fishing and seafood industry focused RD&E to deliver improved economic, environmental and social benefits to Australia’s Indigenous people through the Indigenous Reference Group (IRG) and Indigenous RD&E program support
Quantifying inter-sectoral values within and among the Indigenous, commercial and recreational sectors
In developing the 2020-25 Strategic Plan, FRDC identified five outcomes and associated enabling strategies, including Outcome 4: Fair and secure access to aquatic resources. In developing Outcome 4, FRDC realized that it did not have a shared appreciation of the different beliefs and values that underpin perceptions of fairness and security. Furthermore, it was acknowledged that such values differ within and between different sectors of the fishing and aquaculture sector and can be the source of tension and conflict.
The FRDC is therefore seeking to understand contrasting and complementary values among Indigenous, commercial, and recreational fishing sectors. The proposed project will provide valuable information towards building trust across the industry through an improved understanding of the social, economic and ecological values within and among the three sectors. It will also provide FRDC with the basis for monitoring progress towards the achievement of Outcome 4.
The primary objective of the project is to collect, analyse and report on the values held by the Indigenous, commercial and recreational sectors. Findings from the project will be used to inform resource management and support for fair and secure access to aquatic resources. The findings will also be valuable to regulators’ through an enhanced understanding of values across the different sectors leading to more efficient and effective consultation processes.
Final report
This study indicated that values (i) do not “neatly” align to the different industry sectors; and (ii) do not differ based on the different industry sectors. However, the Q-methodology analysis indicated that there were five distinct groups based on how values were ranked.
Across the five distinct groups the top four complementary values were: (1) fishing is environmentally sustainable, (2) accountability for industry participants who break the rules, (3) having access to fish and fishing, and (4) access to the ocean/sea. Environmental sustainability was the highest ranked value even among the sub-group that was dominated by economic type values (sub-group B), suggesting that even for productivity-based research and development (R&D), the focus should be on R&D that drives productivity and/or profitability improvements without reducing/ compromising environmental sustainability. Environmental sustainability is also key driver of production and there seem to be general appreciation of its importance across the fishing sectors.