The proposed project addresses the FRDC program "Industry Development" and its key areas of "market development" and "value adding". There is a need for improved market development by the Australian seafood industry. With the limited future growth of the wild catch and the increasing demand for fish and seafood, there is a need for improved resource utilisation.

Previous research by Agribusiness Marketing Services in Taiwan has indicated that certain importers may demand fish species presently unavailable commercially for export from Australia. In the words of one importer "there are many fish available in Australia which the Taiwanese like, which in Australia they only use for bait".

The value added mullet roe market provides an example of how identification of market requirements can create a new valuable export opportunity from a previously under-utilised and under-valued product.

This highlights the need for both market research to identify potential market opportunities of seafood species which are currently under-utilised and the need for technical support to enable commercial development of these markets.

The provision of marketing and technical expertise combined with the development of value adding processes will encourage the harvesting of species which are currently not commercially viable in Australia. It is vital that the chosen species represent a sustainable fisheries resource.