Queensland Catch is the result of the Queensland Seafood Industry Association’s initiative to assist the Commercial Seafood Industry in North Queensland to improve demand and market access for Queensland seafood. This important project was jointly funded by the Australian Government through the Department of Agriculture, Fisheries and Forestry – Fishing Community Assistance Package and the Queensland Seafood Industry Association. The project focuses on establishing networks between fishermen, wholesalers, retailers and restaurants, to market and sell more local seafood products, and promote profitability and economic sustainability of the local fishing industry. The Project involves maintaining those remaining supply chains plus establishing new marketing initiatives in the Cairns region. The project promotes education modules on value-adding, supply chain quality assurance, and product preparation and sales knowledge at the service level to optimise the delivery of the highest quality Queensland Catch. A strong promotional campaign for Queensland Catch in the Cairns region raised awareness and drove the demand from the consumer end to ask ‘Is it Local?’  The project mission is to assist the industry by promoting seafood, the fisherman and the seafood industry to locals, tourists and the Australian consumer and to educate consumers about Queensland’s fantastic local seafood products.

 Objectives of the Project

The Project aims include the following:

To encourage greater uptake of local seafood products in local markets, retail stores and restaurants by establishing networks that allow fisherman to access local markets
To promote the continued economic development of the seafood industry in the Cairns region and to create additional jobs to replace the jobs lost through the Great Barrier Reef Structural Adjustment Package
Create a ‘Regional Brand’ for the Cairns area that markets Queensland seafood
Provide training in seafood knowledge for restaurant and retail staff which educates the community and visitors about the local seafood
Offer alternative marketing strategies to the sector to promote locally caught seafood to locals and tourists who want local wild caught Queensland seafood.

Through consistent consultation with the industry, steering committee meetings and professional consultation, a marketing strategy including branding, advertising and a promotional campaign was developed and showcased in the Cairns region from October 2008 through to December 2009.