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Industry
Industry

Setting strategic directions for the Australian Barramundi farming sector 2020-2025

Project number: 2019-098
Project Status:
Completed
Budget expenditure: $90,000.00
Principal Investigator: Jo-Anne Ruscoe
Organisation: Australian Barramundi Farmers Association (ABFA)
Project start/end date: 9 Sep 2019 - 29 Apr 2020
Contact:
FRDC
SPECIES

Need

The Australian Barramundi Industry is growing rapidly in terms of production. Collectively the key players in the industry have plans to heavily invest in production capacity, which is likely to result in more than doubling of production over the next five-ten years. A key lesson learned from other emerging agrifood industries is the critical importance of developing a sustainable market by building demand ahead of the expanding supply base in order to mitigate against price erosion. Too often, new industries are preoccupied with the production challenges of their category and ignore the marketing side. Building new markets usually requires a balanced multi-channel strategy covering supermarkets, specialist retailers, food service and export. Multi-channel marketing is critical to avoid any particular channel becoming flooded. Although Australian barramundi is an iconic fish, it faces strong competition from cheap imports.

Pivotal to the success of an emerging industry in its growth phase, is the need for industry discipline with the necessary governance and funding frameworks and processes in place. Most of all, the industry needs to be guided by a strong and focused strategic plan which has the full and enthusiastic support of the member companies.

Objectives

1. To develop a Strategic Plan for the Australian barramundi farming sector 2020-2025

Final report

Author: David McKinna
Final Report • 2020-10-01 • 4.07 MB
2019-098 DLD.pdf

Summary

This strategic plan for the Australian farmed barramundi industry was enabled with funding from Fisheries Research and Development Corporation (FRDC).
The strategy was facilitated and written by McKINNA et al with close input from members of the Australian Barramundi Farmers Association and ABFA CEO Jo-Anne Ruscoe.
The ABFA 2020 –2025 Strategic Plan was finalised during the peak of the COVID 19 pandemic, which has drastically reduced product demand due to the shut down of the foodservice sector. There will be longer term flow-on impacts from this economic shock to the industry including a reduced funding base for the ABFA if the current funding model is retained.
At the time of writing this strategy, it was difficult to assess the full extent of the pandemic shock and ABFA were in the process of preparing a number of response scenarios. How these scenarios play out will influence the priorities and timing of this strategy and ABFA will need to remain flexible in its implementation of the plan. Because of the pandemic, projects identified in the earlier drafts of this strategic plan that were deemed to be important to the long term development of the industry have had to be put on hold because of the significantly reduced resources. This final version of the strategic plan has been edited to reflect what industry consider is realistically achievable in the current funding environment. The programs that have been put on hold will be revisited when resources permit.
Notwithstanding the disruption of the COVID 19 event, this strategy remains sound in its intent and will be relevant for the five year strategy horizon and beyond.
Industry
PROJECT NUMBER • 2018-140
PROJECT STATUS:
COMPLETED

Strengthening the ABFA Quality Framework

The Australian Barramundi Farmers’ Association (ABFA) supports its members to strive to differentiate Australian farmed Barramundi on quality, safety, and sustainability. A critical aspect in building market share and securing premium price is assuring buyers and consumers that every meal of...
ORGANISATION:
Australian Barramundi Farmers Association (ABFA)
SPECIES
Industry
Environment
PROJECT NUMBER • 2016-147
PROJECT STATUS:
COMPLETED

Development of sector-specific biosecurity plan templates and guidance documents for the Australian farmed barramundi industry

As the Australian Barramundi industry continues to expand growing importance needs to be placed on ensuring nationally consistent biosecurity measures are implemented across all enterprises. In 2014, the aquatic animal industries and Commonwealth and State and Territory Governments endorsed...
ORGANISATION:
Australian Barramundi Farmers Association (ABFA)
SPECIES
Industry
PROJECT NUMBER • 2014-708
PROJECT STATUS:
COMPLETED

Seafood CRC: stamping quality across the Australian farmed Barramundi industry.

To improve viability, increase growth and maintain profitability, it was identified, through the CRC project “Barramundi branding and repositioning program”, that there needs to be a commitment to quality (along with sustainability) to justify the price differential between Australian...
ORGANISATION:
Australian Barramundi Farmers Association (ABFA)
SPECIES
Industry
PROJECT NUMBER • 2014-408
PROJECT STATUS:
COMPLETED

ABFA IPA: RD&E project investment and management via ABFA strategic plan 2014-2020

This report provides a summary of the Australian Barramundi Farmers’ Association (ABFA) Industry Partnership Agreement (IPA) with the Fisheries Research and Development Corporation for the period 2015-2020. The primary objective of the IPA was to coordinate research and development funded...
ORGANISATION:
Australian Barramundi Farmers Association (ABFA)
SPECIES
Industry
PROJECT NUMBER • 2013-752
PROJECT STATUS:
COMPLETED

Seafood CRC: setting directions for the Australian Barramundi Farmers Association (ABFA) - development of a strategic RD&E Plan for the Industry.

The Australian Barramundi farming industry has seen constant growth in production and price over the last 10 years, but the industry is facing threats from a number of sources. The Australian Barramundi Farmers Association (ABFA), which represents the vast majority of producers and over 85% of farm...
ORGANISATION:
Australian Barramundi Farmers Association (ABFA)
SPECIES
Industry
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