About Us : Promoting Australian Seafood

Seafood Experience Australia (SEA) was launched in December 2005, with the aim of becoming the first industry-owned corporation formed to specifically promote Australian seafood to consumers both in Australia and overseas.

SEA is now seeking industry involvement, input and investment to implement a serious promotional program designed to position Australian seafood as a premium product that will build returns to all its members.

SEA will help take Australian seafood into international markets with increased profitability and assist its members to address market access barriers.

Many sectors of the seafood industry are facing serious profitability issues. Statistics demonstrate that seafood, in general, is not achieving an equitable share of Australia’s overall protein consumption.

Competitive protein sources, such as beef, chicken or pork, have been strongly promoting their product as a unified force for many years, resulting in increased market performance, while we have done nothing.

Simply put, supporting the promotion of Australian seafood through a national organisation is needed to sustain our industry and take on our competitors.

We have been established to overcome the known barriers to seafood consumption at a generic level and then position Australian seafood as a premium product.

This is not a grab bag of unrelated promotional activities. The promotional program will be a comprehensive assault on the Australian and international markets, with clearly defined objectives and strategies tailored to achieve them. Overseas, we will: build an awareness of Australian seafood in key markets, develop a springboard for individual market development, help overcome trade barriers and increase profit margins with collaboratively targeted promotions.

We are about increasing demand for Australian seafood and achieving greater demand supply tension, with maximising price.

Domestically, the potential is huge because Australians currently, on average, eat only three seafood meals a month at home. Increase this to just four a month – making sure it’s Australian seafood - and you’ve lifted in-home consumption of Australian seafood by 33 per cent. Importantly, increasing the tension between supply and demand will help increase the average price.

This is a groundbreaking initiative for Australian seafood. But it will only succeed if a momentum of support and participation from industry is achieved. That is up to you.

In the following pages, we answer many of the questions relating to what SEA plans to do to promote the industry, its objectives, funding requirements, strategy and testimonials from current members for your review and consideration.

We urge you to read on and commit to improving the profitability of Australia’s seafood industry.

Information on the make-up of the inaugural Board of Seafood Experience Australia is available on this website.

Membership

Current Members

Constitution

A PDF copy of the constitution for the Seafood Experience Australia (SEA) is now available for download.

Sponsors