Peter Horvat Posted Hosted by Peter Horvat
Manager Communications, Trade and Marketing at FRDC


ImageOur fishing and aquaculture industry covers a wide range of operations and interests. It goes without saying then, that marketing could mean very different things to different people, depending on their involvement in the industry.

In this discussion we want to understand from you exactly what it is you think you would like from marketing.

On a general level, do you want it to focus on your specific sector, the industry as a whole or both? 


More specifically, would you like marketing activities to focus on:

  • Driving demand for seafood?
  • Increasing prices?
  • Reducing regulations?
  • Increasing international trade?
  • Improving perceptions about sustainability and environmentally friendly operations?
  • Generating greater awareness and unity within the industry?
  • Concentrating on consumers to increase sales and improve understanding of the industry?

All these questions and anything else that comes to mind, is what we want to know so we can understand 'What results you want from marketing?'


profile imageRachel King
Submitted by Rachel King on Tue, 2014-11-18 13:20


Oyster growers want to see balanced investment across market development and production efficiency; the level of interest and agreement between growers depending on what market and production forces are affecting them at the time. Consumer 'education' is a high market priority for most oyster farmers. Oysters are mysterious and need explaining! Like any other proposal, an oyster grower will look for whether it 'hits the nail on the head' and the return on investment before they'll consider spending dollars.
profile imageSue Harris
Submitted by Sue Harris (not verified) on Mon, 2015-01-12 10:16
We have been growing and selling marron for ten years now. We have 30 ponds and sell everything we grow. However the price has stayed pretty much the same. Unfortunately our wholesalers see that pushing marron will mean a market too big to meet but we see it as the only way to get prices higher and attract more people into the industry. What do you think?

Peter HorvatPeter Horvat
Submitted by Peter Horvat on Mon, 2015-01-12 10:49

Hi Sue, your situation is tough, but you are not alone. This issue is shared by many across the industry – getting the balance between production and profit can be difficult.

It takes a bit of planning to ensure that you grow your market to accommodate the increase production without flooding it and causing a drop off in price. Marron is a great product enjoyed by many, however the market at the moment is fairly small - you could say a boutique market. There are lots of opportunities out there to diversify your consumer base and build your products brand awareness, but these all take time and planning.

The key is to come up with a strategy that outlines some key areas, such as your growth curve (when product will be available - important not to over promise and under deliver...), which markets/consumers you are after, what your "branding" pitch is, distribution and pricing.

I am sure others will have some thoughts as well.

profile imageRobert Pender
Submitted by Robert Pender (not verified) on Sat, 2016-01-30 08:42


HI Sue, we are wild barramundie harvesters in the Qld. I guess we have the same situation with prices lagging behind the CPI (for some of our species). Some of our species have gone up in value though, these tend to be the lower lesser fish like blue salmon and jewel, we are working on queenfish. The reason the barra has in fact reduced in price is because of farmed barra obviously and there has been a lot of support in that space for farmers to market thier product. So in some regions, Sydney is very obvious, wild barra has reduced considerabley. We have a group of fishers in Qld who have been prmoting the lesser species for some time now and that is showing rewards. What was once a $4 per kg product is now $12.00 This has not come about as a result of aggressive marketing from wholesalers. We did this. I think you need to work hard with retailers to get your product into thier display to increase the throughput. You won't flood the market if you send your product far and wide. If you need contacts in Queensland contact me on 0427373844 and we can put you in touch with many people who would be very interested in working with you on promoting marron. Robert Pender

profile imageBen Maas
Submitted by Ben Maas (not verified) on Mon, 2015-01-12 10:37


A level playing field is what I want...

How about a limit on imported species that are locally available such as Blue Grenadier, Ling, Blue Eye, Snapper and Harpuka? So our local fish gets a chance instead of being lost in a sea of undervalued imports and also a set minimum price for imported fish so our local fresh fish prices do not suffer, NZ import Ling and Grenadier and is sold at prices that Aussie boats can't even land it at.

The markets have guaranteed there supply from NZ and local fish is a hindrance on the market if we catch any more than the national average of F-ALL because it's in the road of imports that must sell at any price.

These issues are what drives dumping other than quota.

Also what happened to real fish names???
Do you ever see Morwong at the fish and chippy, what about Latchet. The fish should have to be called it's real name not a made up load of crap, what is sea bass? Or hake or sea bream we don't catch these fish here yet they are common marketing names at point of sale.

Of course all imports should be labelled as such all the way down the chain till public sale, Aussies should eat Aussie fish.

It's one thing to catch a great trip of fish, but when you hand it over in good faith that it will be sold with your best interests and it rarely is and prices seem to get worse not better and the market can handle less and less local fish because imports have the floor space, things are very crook in our marketing !!!

It's one thing to have a quality fishery but if the fish can't be sold at a price that can yield a profit what is the point of fishing, we don't do it for fun it is a lively hood.

profile imagePaul Plafadellis
Submitted by Paul Plafadellis on Mon, 2015-03-02 09:55


This proposed marketing plan benefits all stakeholders of the seafood industry. It should therefore be the responsibility of us all to support it. For this to happen, a mandatory levy must be put in place to catch funds from across all levels of the industry. As mentioned in the meeting this morning, Primesafe could possibly be the collection point for the Victorian seafood industry? It is the only governing body that directly connects with every entity in the industry here. From what I can recall, there are different Primesafe licences issued based on the volume of throughput of a company. Perhaps levies can be set at different rates based on the which licence a company is categorised under?