The Aquaculture Industry Action Agenda – Promoting seafood products in Australia and globally

What's New?
A website to progress setting up a company to promote Australia's premium seafood has been created. Visit: www.seafoodpromotion.com.au

Overview:
This program was initially developed to benefit Australian aquaculture and has now been extended to the entire seafood industry.

The Department of Agriculture, Fisheries and Forestry commissioned a consortium of firms to develop a promotion strategy as part of the Aquaculture Industry Action Agenda. Three independent, Australian-owned companies, Market Equity, Principals and Bellamy-Hayden, successfully joined forces to win the brand development project.

The National Aquaculture Council is working with the entire seafood industry through collaboration with the Australian Seafood Industry Council.

The project will work along side existing and proposed promotion exercises at the company, regional, sectoral and national level.

Objective:
To position Australian seafood as a premium product in the minds of our consumers.

Actions:
The Commonwealth Government and the National Aquaculture Council commissioned a consortium of consultants (Market Equity, Bellamy-Hayden and Principals) to develop a strategy for positioning Australian seafood as a premium product in the minds of consumers both in Australia and overseas. This project was funded by the Department of Agriculture, Fisheries and Forestry as part of the Aquaculture Industry Action Agenda.

Initial market research provided to the Aquaculture Industry Action Agenda Implementation Committee revealed that:
* Consumers in general do not differentiate between capture and culture product
* It was far more practical to include the entire seafood supply chain
* Many of the companies trading in cultured product also trade in capture products
* The project provides an excellent opportunity to unify all sectors of the Australian seafood supply chain.

The implementation Committee heard the entire project proposal in February 2005, and has decided to have an overview and executive summary of the project available to pertinent parties.

A workshop was convened in February 2005 to present the results to industry. There was unanimous support for a campaign that will unify and benefit the entire Australian seafood industry. Several industry leaders volunteered to be steering committee members to develop a business model for implementation of the project. It is intended to have the project implemented within the next 12 months.

The National Aquaculture Council is working with the Australian Seafood Industry Council to gather support from decision makers in companies and organisations that are interested in seeing the profitability of the entire Australian seafood supply chain increase.

A series of meeting with interested stakeholders, including workshops in the top seafood producing locations around Australia, have been held. Further meetings can be arranged on request.

If you are seeking further information, or would like to arrange a meeting to discuss the project, Contact the Communications Officer at the National Aquaculture Council.

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