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APFA Marketing Sub-Committee

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Presentation on theme: "APFA Marketing Sub-Committee"— Presentation transcript:

1 APFA Marketing Sub-Committee
APFA Market Strategy 2021

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

3 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

4 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

5 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.

6 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).

7 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.

8 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.


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