On Friday, September 28th, 2018, the Queensland Seafood Marketers Association hosted the Seafood Marketing Symposium at Rydges South Bank in Brisbane.
This event broke new ground with almost 100 participants attending from every Australian state; expanding on its traditional Queensland focus. The Queensland Seafood Industry Awards gala dinner was equally successful, attracting nearly 150 guests who attended to recognise the efforts of the winners and nominees of awards across a wide range of categories from Young Achiever Award to Business Awards (both large and small) and the award for Research, Development and Extension, right through to the much-coveted Take-away Fish and Chips Award.
This year, the Symposium attracted representatives of our exciting industry from across the country including SIA, QSIA, FRDC and SIV. With a theme of Showcasing our Seafood – A Spectrum of Opportunities, the symposium featured presentations from top national and international seafood industry experts who shared invaluable information about new marketing trends for the seafood industry and the industry’s future as it consistently innovates to set the agenda for emergent marketing forces and customer expectations.
Feedback from participants has been resounding with many commenting on the relevance of the topics and expertise of the speakers this year. They were also bolstered by consensus from the highly variant industry associations represented at the Symposium. This has promoted great confidence in the industry going forward.
Overall, the event was a great success with a combination of presentations by industry experts, seafood professionals networking and sharing inspirational stories, award winners announced and last, but certainly not least, the wonderful hospitality of the Rydges South Bank team. Thank you to everyone for making this symposium and awards night so successful.
A thank you, as well to our sponsors with special mention to Fisheries Research and Development Corporation (FRDC) and I look forward to seeing everyone again very soon.
Founder/ Director – Fish 2.0 / Manta Consulting Inc
Monica Jain, founder and executive director of Fish 2.0 and Manta Consulting inc., is dedicated to growing networks that bring together her top passions: fisheries and the oceans, finance, and impact investment. She launched Fish 2.0 in 2013 to create a network of quality entrepreneurs and investors who could grow the sustainable seafood sector. Since then, she has worked with over 400 entrepreneurs, 300 investors, and 40 sponsors to grow Fish 2.0.
Monica was named a White House Champion of Change for Sustainable Seafood in October 2016 for her achievements with Fish 2.0 and her longstanding work advancing ocean conservation and sustainable seafood. Her career spans 30 years and 4 continents, encompassing marine biology, philanthropy, venture capital, banking, and international development in such far-flung locales as New Zealand, Madagascar, Latin America, and Spain, as well as the United States.
Alongside Fish 2.0, she continues her work as a strategic advisor and consultant to foundations, investors, and corporations, helping them launch initiatives and build partnerships. She has supported the development of corporate sustainability strategies, spawned philanthropic initiatives, and helped dozens of companies find aligned investment. Monica holds degrees from Stanford University and the Wharton School of Business.
Innovation in the seafood sector is accelerating and the future of seafood is coming sooner than you think. What does this future look like? Learn about trends and market forces shaping the future of seafood, the role that marketing plays in accelerating change, and examples of innovative companies and products that are part of this evolution.
Managing Director, Adpower Plus
After 15 years building regional Australia’s largest advertising agency, Ben Hale was looking forward to an early retirement in 2007 when a couple of Queensland seafood stalwarts challenged him to solve a marketing challenge for Endeavour Prawns.
The campaign that resulted helped return a fleet to profitability for less than the cost of replacing an auxiliary engine.
Fast forward 11 years and Ben still spends every day finding new ways to encourage Australians to celebrate more often with local seafood as the manager the ACPF and APFA’s “Love Australian Prawns” campaign.
Content Marketing Specialist
The call of Tasmania is hard to ignore and the ocean even harder.
Abby returned to Tasmania from Hong Kong five years ago with a reignited passion for food. How we grow it, consume it and most importantly the value we place in it.
Calling Tasmania’s southern coast home and with over ten years spent creating marketing content for Australia’s largest family owned and run aquaculture company across Australia and Asia, Abby has seen the recent rapid growth of consumption in salmon and the broader aquaculture sector and how this has changed the consumer and producer appetite first hand. Two years travelling the world as a 2015 Nuffield scholar provided Abby with practical marketing solutions for Australian seafood producers.
Marketing is no longer just for marketers. What can you do to increase your value proposition? The opportunity for seafood producers to connect with consumers and create brands that matter has never been greater. Social media has given us the tools to market cheaply but has also created the busiest, noisiest media platform we’ve ever known. So how do you stand out and be remembered?
Hint: It might be easier than you think.
Managing Director – Goolwa Pipi Co
After 15 years of working in the advertising industry, Tom had a literal sea change on his 32nd birthday. Instead of writing commercials to sell Mitsubishi Magnas, he thought it might be more fun to become a fisherman. He quickly worked out that fishing was a lot harder than he thought, so he ended up falling back on his marketing experience to help change the perception of a clam previously used just for bait.
I am the biggest cynic of advertising and marketing you will ever meet. In my opinion one of the biggest problems with any marketing is that it is highly subjective and that everyone is an expert in the field. As a consequence, most communication ends up being a compromise because everyone has wanted to put their stamp on it. I’d like to demonstrate that when it comes to effective marketing ‘less is always more’.
Director, Intuitive Solutions
Michael is the Director and owner of Intuitive Solutions a market research consultancy. Michael and his team have worked extensively with a number of the Research and Development Corporations including FRDC, Dairy Australia, Cotton RDC and the Council of RDCs. Intuitive also work with a number of clients in the banking and finance sector (including ANZ Bank), the arts (festivals and major event programs), consumer brands and sport organisations and club. Intuitive have worked with FRDC and SIA on building a greater understanding of consumer attitudes and behaviours towards seafood and the industry.
Even after having spoken to hundreds of thousands of consumers over the past 18 years, building a clear understanding of what drives and shapes consumer attitudes and behaviours remains a ‘work in progress’. The presentation will walk back through what the research has uncovered, look to identify what works and what doesn’t when engaging with consumers and the general community and provide some insights that will help guide and shape marketing efforts by the fishing and aquaculture industries.
General Manager Communications, Trade and Marketing, Fisheries Research and Development Corporation
JPeter Horvat is a Communications professional with more than 20 years of experience in Australian Government Communications working across a number of portfolios including health, transport and pesticides and veterinary medicine, as well managing two federal advertising campaigns. Peter is the head of Australia’s Fisheries Research and Development Corporation, responsible for the coordination of communication activities across over 400 projects Australia wide. With almost ten years working with Rural Research and Development Corporations Peter has an in-depth knowledge and understanding of Australia’s primary production landscape. He has worked with all sectors of the Australian fishing and aquaculture industries looking at both domestic and international issues. His current focus is on increasing public awareness of the best practice and management of Australia’s fishing industry.
Eating fish and chips is something that almost every Australian can relate to – and are passionate about. Fish and chips are one example of how finding the secret sauce, can provides a platform to engage and communicate with Australian’s on seafood.
General Manager Marketing & Product Development – Clean Seas Australia
Julie has extensive experience as a senior marketing executive in the FMCG sector and more recently the Seafood Industry.
Working for blue chip organisations including Simplot, Nestle, Lion and Heinz plus international companies Agthia group in the UAE and The Annam Group in Indochina and most recently as Global General Manager Marketing and Product Development at Clean Seas Seafood Limited.
Clean Seas Seafood Limited company background with insight into the brand relaunch including brand strategy, positioning and support activities. Clean Seas drive for growth through innovation that provides a significant opportunity to open up new channels in global markets.
DR RENAE TOBIN
Adjunct Research Fellow (Fisheries) – James Cook University; Owner/Manager – Tobin Fish Tales
After 15 years studying the social science of Queensland fisheries, Dr Renae Tobin has recently embarked on a new adventure with husband Dr Andrew Tobin, selling local seafood with a story, through their seafood and fish and chip store ‘Tobin Fish Tales’.
Through her research, she has developed an in-depth knowledge of the Queensland seafood industry, an understanding of public perception of the industry, and a sense of the desire of consumers for local seafood. Using this knowledge and the links she and Andrew have developed with the commercial fishing industry, Renae is striving to rebuild the connection between wild catch commercial fishers and the Australian public.
Dr Renae Tobin recently left her fisheries science career to sell fresh and cooked local seafood. Renae is applying her scientific knowledge of the commercial fishing industry and seafood consumers, to selling quality local seafood and its story through new store ‘Tobin Fish Tales’. The aim of the venture is to rebuild the connection between wild catch commercial fishers and the Australian public, addressing ongoing issues with public perception of the industry. Renae will discuss the challenges and opportunities faced while selling local wild caught seafood with a story, and present ideas about we might better promote local seafood, and hence improve the profile of commercial fishing in the eyes of the community.
Executive Director – Seafood Industry Victoria
Johnathon Davey is the Executive Director of Seafood Industry Victoria. Johnathon’s daily workload involves liaison with industry leaders, licence holders, government and non-government institutions advocating for the Victorian seafood industry. Prior to taking his role at SIV, Johnathon was with the then Department of Agriculture, Fisheries and Forestry as the Assistant Director in International Fisheries. Johnathon has a passion for seafood and fishing, ensuring the industry is secure and sustainable into the future.
Johnathon sits on a range of boards and committees for industry’s benefit, including as the Chair of the Aquaculture and WildCatch Industry Reference Committee.
Seafood Industry Victoria is working to bring prominence to the people, places and products of the Victorian Seafood Industry through connected, localised, high-value initiatives that leverage existing partnerships, build connections and position professional fishing and seafood as a net positive in the public domain.
We are currently implementing a range of new initiatives to showcase the people, products and places of the Victorian Seafood Industry. Including through a program of events and activities, creating and highlighting destinations and experiences where seafood is the experience and reclaiming and reshaping the narrative to explode the positives associated with the commercial seafood industry.
Commercial Fisherman | Owner/Operator – BellBuoy Seafoods
For the past 13 years Damien has been a commercial fisherman in the Peel Harvey estuary harvesting “fresh, local and sustainable” fin fish and blue swimmer crabs.
Damien holds degrees from JCU (Hons.) and Curtin University (BSc.) and has work experience in:
– the WA Rock Lobster fishing industry
– fish processing and live transport
– pearling in WA, Myanmar and Indonesia
He has aided in guiding a more co-management approach when dealing with Fisheries Managers, research staff, government advisers, WAFIC and fellow fishers.
During his ten year tenure as President of the Mandurah Licensed Fisherman’s Association (MLFA), the group that has developed an Environmental Management System, a Resource Sharing Program as well as a world-first in MSC certification, all in the aim of increasing social licence to operate, increasing the marketability and the profile of our product in a sustainability driven environmental culture, whilst also maintaining resource access.
Combining the MLFA’s “Fresh, Local and Sustainable” positioning statement with the world’s most reputable marine sustainability eco-label certification (MSC) has aided our group of fishers in maintaining our access to an ever increasing shared resource. Over the last decade through improvements to our fish handling techniques and niche marketing of higher quality products, has provided increased profitability and greater brand awareness.
DR PIA WINBERG
Marine Ecologist/Phycologist/Marine nutrition – University of Wollongong, CEO & Chief Scientist – Venus Shell Systems Pty. Ltd., CEO – PhycoHealth Pty. Ltd..
Pia has worked across sustainable marine industry development and academia for the past 20 years; integrating marine food production systems with the environment, to deliver potent nutritional benefits to society. Pia has been involved in numerous clinical studies using marine sourced nutrition to demonstrate the case that it is essential to human wellbeing, but then also that we need sustainable production methods to deliver on that need. Pia is now on a commercial pathway with a mission to take new Australian marine crops through to healthy and accessible food for all…. everyday.
Seaweed is a $6B global crop; it is highly sustainable under the right production technology, and it is nutritionally potent. Added to our mainstream food chain, seaweed could contribute significantly to reducing chronic diseases related to western malnutrition, including obesity which now rivals starvation. This is related to correcting dysbiosis of the human gut, and our clinical studies have shown a breadth of implications for a number of human diseases. Seaweed is still regarded as a novelty by westerners. I will present the case for seaweed in contributing to our basic food intake in the west… for everyone… every day.
Managing Director – Shimano Australia Fishing
– Managing Director Shimano Australia Fishing
– Managing Director Shimano Oceania Holdings
– Director Shimano New Zealand
– President Australian Fishing Trade Association “AFTA”
– Member AFTA board past 5 years