The Australian seafood industry’s national peak-body, Seafood Industry Australia (SIA), has received a $4 million federal grant for the first whole-of-industry national marketing campaign to support the sector's recovery post COVID-19.
Deputy Prime Minister Michael McCormack, Agriculture Minister David Littleproud, Assistant Minister for Fisheries Senator Jonno Duniam and Queensland Liberal Senator Paul Scarr announced the funding to help promote Australian seafood.
“SIA, on behalf of our members and the entire Australian seafood industry, would like to thank the Coalition for their support towards this campaign, and unwavering support throughout the COVID-19 economic crisis," SIA interim CEO Veronica Papacosta says.
“The Australian seafood industry was the first hit and worst hit by the virus, with our export and foodservice market collapsing over a number of weeks. Total demand for our seafood dropped by up to 80% for some species, while prices fell by up to two thirds impacting on the profitability of our fishers.”
SIA media and communications manager Jessica McInerney says the funding will allow the industry to launch its first national awareness program.
“The campaign will have a clear focus of encouraging Australians to eat Australian seafood. Which will ultimately provide a much needed boost to industry, and the supply chain that supports it including retailers and foodservice, as we recover from the impacts of COVID-19," McInerney says.
“Australian seafood is iconic, but it is not yet a brand. This campaign represents the industry’s first ever move to establish Australian Seafood as a brand in its own right.
“A national approach to marketing has been a long time coming, and it’s time the industry came together to profile and celebrate our iconic protein source."
The industry body will work with agencies to deliver the campaign through a number of medium’s including TV, print and social media.
The agencies to work on the campaign will be decided following a pitch.
“Post-COVID-19 we’re noticing a change in Australian consumers and they’re prioritising Australian produce," McInerney says.
"This provides us with a wonderful opportunity to position our clean and sustainable Australian seafood to domestic consumers as they adjust their purchasing behaviours and prioritise the importance of Australian origin.
"The need for trust and confidence in our food sources, supply-chains and long-term resource sustainability is more necessary than ever before.
“This campaign will focus on one clear, simple message to eat Australian seafood. So, let’s throw another prawn on the barbie and Eat Seafood, Australia!”
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