APFA Marketing Sub-Committee

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Presentation transcript:

APFA Marketing Sub-Committee APFA Market Strategy 2021

The marketing sub committee is: Matt West – APFA president John Moloney – Pacific Reef Sam Gordon – Blue Harvest Fiona Martin - Seafarms Warren Lewis – Aqua-Marine

AIM: To position the APFA stakeholders to gain the best market advantage possible for their products over the next 5 years Goals: To maintain or increase farm gate prices To maintain or increase market share Enable financially, prawn farms to invest, innovate and promote their products

Utilising our competitive marketing advantage Ability to ensure year round supply of premium prawns Australianness of our products Professional transparent certification of our products Predictable and stable pricing over a season

Market objectives & Strategies: Educate seafood chain partners about the benefits of Australian prawn farming: Strategies are: 1/ Progress APFA members sustainability accreditation. 2/ Consistency of supply. 3/ Consistency of quality. 4/ Ability to increase supply, through productivity improvements and farm expansions.

Market objectives & Strategies: Educate Governments and regulators about the operations of and benefits from the farmed prawn sector: Strategies are: 5/ Regional employment – our capacity to employ more people/hcr than other industries. 6/ Regional economic impacts – our contribution to reduced imports and foreign debt. 7/ More control over discharge waters than other rural farming (i.e cane & cotton).

Market objectives & Strategies: Collect, Collate and communicate prawn farm sector market intelligence for prawn farmers. Strategies are: 8/ Communications – All domestic and overseas market reports advised to members. 9/ Prawn trade data – export and import data collated and advised to all members.

Next Step: The marketing committee agreed a video showcasing our industry for use with government agencies or retailers to better understand who we are and what we do was necessary. FRDC funding has been secured to make a professional video using new footage and quality farm footage and photos.