2009-220-DLD - Fisheries Research and Development Corporation
Contents
1. Eyre Peninsula Retail and Food Service Seafood User Guide Page 312. The photographer graphic design and project manager continued communications on a weekly basis to confirm Guide structure content specie details etc A formal communications plan was not developed instead the design team communicated regularly by email and teleconference in preparation for photo shoots including masterclass steps with individual briefs provided as required The Masterclass Shot List Concepts is attached Component 7 Collection of descriptive and emotive images secured Related Objective To capture highly synchronised technical and creative communications The Project Manager engaged Adelaide based award winning photographer Randy Larcombe to undertake the photography brief The photography was completed over 3 sessions to coincide with weather and product availability peak condition preferred Session 1 held on the Eyre Peninsula a range of environmental images and fishermen portraits was secured Session 2 held in a studio in Adelaide and secured a galley of product hero images 11 seafood masterclass series and the cover photo Session 3 Held in Port Lincoln to photograph sardines and prawns as this product was not at its premium during the studio session A day session was also held in Streaky Bay to capture an abalone diver and marinescale processor Component 8 Develop user guide content Performance Indicators 11 seafood species specifications completed The content was managed by
3. The user guide was identified as a Top 5 priority for all sectors interviewed Eyre Peninsula Retail and Food Service Seafood User Guide Page 7 4 0 NEED The Eyre Peninsula seafood industry has actively pursued an innovative market development program focused on introducing the grower to the end user to ensure greater communication through the value chain The program has successfully increased dialogue with business owners head buyers and executive chefs however it has failed to address staff training needs for restaurant front of house staff and retail counter staff stakeholders who are critical in assisting consumers make informed decisions when purchasing seafood The Eyre Peninsula program has lacked a consistent multi species training tool to support in house training a necessary tool to fully exploit the market opportunity for the region s harvest Research of existing seafood user guide tools in Australia has found minimal and often inconsistent information on the species from Eyre Peninsula in a best practise format for all aspects of the value chain from water to plate The development of the Eyre Peninsula Retail and Food Service Seafood User Guide will exploit the lack of knowledge and appreciation for the range of seafood species to be included The notion of developing an Appellation which can be developed across sectors and species would be an Australian if not world first this concept wo
4. 10 0 PLANNED OUTCOMES The planned outcomes achieved to date include 1 An increased awareness and dissemination of correct and consistent information on 12 seafood species As directed by trade partners provence product attributes farming methods sustainability seasonality product quality value chain handling and storage appearance aroma flavor texture and culinary application has been successfully documented in one consistent format for each featured product and to a very professional standard The commencement of clients staff seafood training in South Australia through the User Guide tool Further masterclass training sessions and Guide launches will be completed in 2012 A new level of understanding by the local Eyre Peninsula seafood industry on what requirements and information is required by value chain stakeholders The consultation process revealed a direct message from the trade to the seafood industry on the strengths and weaknesses in existing communication and marketing tools and the large gaps in information The guide has addressed those gaps In gathering information on the 12 seafood sectors growers were forced to admit there were so many information gaps and together with the project managers some content areas were developed from scratch Eyre Peninsula Retail and Food Service Seafood User Guide Page 22 11 0 CONCLUSION The Eyre Peninsula Retail and Food Service Seafood User Guide titled
5. 3 Methods to Market Handling and Storage Fresh vs Frozen 4 Recovery Rate Appearance Aroma Flavour Texture Moisture Culinary Application 5 Photographic Masterclasses 6 Seasonality Chart Component 5 Audit commences direct with trade retail and food service Performance Indicators 20 direct interviews conducted with food service businesses and 10 direct interviews conducted with retail businesses The project team undertook to research the available material and information regarding the species across a range of sources The Project Managers felt it was important that the Guide have an end user focus and sought the insights and opinions in particular from Chefs Restaurateurs Hoteliers and Retailers of seafood Opinions were captured from across the spectrum of the market however in view of the premium nature and pricing of the products from the Eyre Peninsula the focus of the investigation has been on operators within the premium restaurant and retail sectors Direct interviews were conducted with 58 restaurants chefs 14 retailers 16 foodservice distributors and 5 media representatives including Restaurants Chefs Retailers Distributors AZUMA Japanese Restaurant Claudios Martins Pilu At Freshwater DeCosti Foodlink The Old Brewery Nicholas DeCosti Japanese Restaurant Ju Rin Shellharbour Square Clamms Masuya Restaurant Peters Ocean Made MUSASHI Musumeci Red Funnel Sushi Fusion Steve Costi Partridges Glebe Point D
6. Dick Slack Smith Executive Officer GPO Box 3000 DARWIN NT 0801 Queensland Fisheries Research Advisory Body Mr Simon Harmon Executive Officer C O QDPI Fisheries and Aquaculture GPO Box 46 BRISBANE QLD 4001 South Australia Fisheries Research Advisory Body Ms Kylie Kastelan Executive Officer 14 Floor 25 Grenfell Street ADELAIDE SA 5000 Tasmania Fisheries Research Advisory Body Ms Di Smith Private Bag 49 HOBART TAS 7001 Victoria Fisheries Research Advisory Body Ms Renee Vajtauer C O Seafood Industry Victoria Inc 484 William St WEST MELBOURNE VIC 3003 Eyre Peninsula Retail and Food Service Seafood User Guide Page 29 Western Australia Fisheries Research Advisory Body Mr Neil McGuffie C O Western Australian Fishing Industry Council PO Box 55 MOUNT HAWTHORN WA 6915 Australian Southern Bluefin Tuna Industry Association Mr Brian Jeffriess PO Box 1146 PORT LINCOLN SA 5606 Seafood Co operative Research Centre Mr Len Stephens Managing Director PO Box 26 BEDFORD PARK SA 5042 Regional Development Australia Whyalla and Eyre Peninsula Mr Jim Pollock Chairperson 89 Liverpool Street PORT LINCOLN SA 5606 Primary Industry amp Resources South Australia Mr lan Nightingale Chief Executive Officer 25 Grenfell Street ADELAIDE SA 5000 Eyre Peninsula Retail and Food Service Seafood User Guide Page 30 Food SA Catherine Barnett Chief Executive Officer PO Box 124 GLENSIDE SA 5065
7. Eyre Peninsula 2 750 A further cash contribution has been committed to the Port Lincoln and Adelaide launch of the Guide Eyre Peninsula Seafood Industry Port Lincoln launch 2 275 Eyre Peninsula Seafood Industry Adelaide launch In kind seafood only Regional Development Australia Adelaide launch 6 050 Total cash investment for the EP Seafood User Guide 168 265 Key expenditure items of the project included 1 Project Management Fees 2 Photography and associated costs 3 Graphic Design amp Publication Costs 4 Distribution Food Service Magazine attachment amp Mail Out The budget achieved a financial partnership across all government levels with FRDC s Commonwealth Government contribution Food SA s South Australian Government contribution and Regional Development Australia Whyalla and Eyre Peninsula all three tiers of Government The success of this project is clearly the established partnership of Government agencies and the Eyre Peninsula seafood industry without all stakeholders involvement this project would not have been achieved Eyre Peninsula Retail and Food Service Seafood User Guide Page 14 Component 2 Establish 2 projects teams retail and food service sector Following consultation with trade including seafood wholesalers retailers and food service it was recognised the content required from both end users was consistent therefore separate project teams was not required The project mana
8. Masterclasses 6 Seasonality A critical element of the program is ensuring the Guide is strategically distributed to ensure effective use by the end user a beautiful publication gathering dust on a shelf is not considered an effective tool The project team identified a printed document as being essential for the initial distribution of the Guide to ensure the trade partners utilise the tool immediately The Eyre Peninsula seafood industry will formally launch the User Guide to South Australia and New South Wales s food industry in November 2011 Targeting Executive Chefs Restaurant Managers Retail Managers and Seafood Wholesalers who are responsible for staff training the launch will feature a series of masterclass presentations by growers The Guide will also be distributed as an attachment to the cover of Food Service Magazine for the November 2011 edition to over 13 100 trade and consumers An additional national distribution strategy will ensure all trade customers receive The Seafood of Eyre Peninsula with reference to the website to access copies for in house training purposes In the extensive consultation process undertaken by the project managers in some sectors there is a genuine lack of knowledge and direct communication from the Eyre Peninsula seafood industry s to the end user visa versa The Seafood User Guide will provide the stakeholders greater confidence in delivering the key messages required when present
9. The Project Managers felt it was important that the Guide have an end user focus and sought the insights and opinions in particular from Chefs Restaurateurs Hoteliers and Retailers of seafood Opinions were captured from across the spectrum of the market however in view of the premium nature and pricing of the products from the Eyre Peninsula the focus of the investigation has been on operators within the premium restaurant and retail sectors Direct interviews were conducted with 58 restaurants chefs 14 retailers 16 foodservice distributors and 5 media representatives The research secured from the interviewed trade partners ensures the Guide addresses trade requirements particularly in the areas of a The Middle Man Methods to Market Handling and Storage Fresh vs Frozen b The End User Recovery Rate Appearance Aroma Flavour Texture Moisture Culinary Application c Photographic Masterclassses The Eyre Peninsula Seafood User Guide is a balance between the key messages the Eyre Peninsula seafood industry wants to communicate to the market AND the knowledge and capabilities of the region s trade partners and their requirements The Eyre Peninsula Seafood Retail and Food Service User Guide will be distributed through multiple channels with a particular focus on the value chain stakeholders Eyre Peninsula Retail and Food Service Seafood User Guide Page 9 2 To develop a uniform and coordinated educational program that fe
10. by those persons and are not necessarily those of the publisher research provider or the FRDC ISBN NUMBER 978 0 646 5 7332 8 Eyre Peninsula Retail and Food Service Seafood User Guide Page 1 TABLE OF CONTENTS 1 0 Non Technical SUMMALY sssssssssccsesssssssssssccsnsssesssssasseessceneesessaasscs coos esseaaaies 2 0 Acknowledgements ssssisisssssisssssiss sssssssnssssssindisnssssssnoossindsansssss ssosss d dssss 3 0 Back Broun vise scosccsccistvscsccoeesdscsssiccsvseadedasdesessocseoosvasssiecsesscooosisesestessescesds 4 0 INGOs sivesescicccatissdedatencdecassessccdassescccentecedscacenccccssesaedccsesncceccostiecadesasacecensas 5 0 ODjOCHVES isaer e ENSS AEREE SAESAARE ESSN 6 0 MethOdSisicscssssscsnssssvansssssennssssseasnoassscansscsscaassasccsesscsascasscaccosssccessssstes sees oe 7 0 R sults DISCUSSIONS Sissszscessscdisscssvesessssseseecssustestessseseossoseseessseasevexosssesusses 8 0 Benefits and ACO ptioniies siicccccisescesaiscsscesessccoscossiscssecsesscetenasasescssessseo ais 9 0 Further Developme ntiiss cccsssccccsscssssosssacessccccccesssossancsesccacecsssssassectaaaceses 10 0 Planned OULCOMES iis sscscscsdsssscccscnasnnennancsassansdosasshasassscacscuscssannasssasansesseas 11 0 COMCIUSION siisisssssccssccssiccssccsccessscssdecccesececssessadsessesoseessessedsveecssdsoeesesessvesess Appendix 1 Intellectual Property Appendix 2 Project Staff Appendix 3 Masterclass Shot List Concept Appendix 4 Eyre Penin
11. importance of investing in sales marketing and education This inactivity has resulted in loss of market position to imported products and reduced price points The Guide will be a key initiative in reversing this trend Eyre Peninsula Retail and Food Service Seafood User Guide Page 5 2 0 ACKNOWLEDGEMENTS The Eyre Peninsula Retail and Food Service Seafood User Guide is supported through funding from the Australian Government via Fisheries Research and Development Corporation s Tactical Research Fund and the South Australian Government via Food SA Financial and staff resources were provided by Regional Development Australia Whyalla and Eyre Peninsula Further financial and in kind support was provided by the following industry stakeholders 1 Spencer Gulf amp West Coast Prawn Fishermen s Association 2 South Australian Oyster Growers Association 3 Southern Bluefin Tuna Industry Association 4 Australian Southern Exporters 5 Kinkawooka Shellfish 6 Boston Bay Mussels 7 Cleanseas Tuna 8 Port Lincoln Fresh Fish Co 9 Streaky Bay Marine Products 10 Northern Zone Rocklobster Association RDA Whyalla and Eyre Peninsula engaged John Susman Director of Fisheads Seafood Strategy to project manage the Guide with outstanding support from Anthony Huckstep Editor Food Service Magazine Randy Larcombe Randy Larcombe photography and Karen English Eleven Across Design Eyre Peninsula Retail and Food Servic
12. Development of the Eyre Peninsula Retail and Food Service Seafood User Guide Ms Stacey Fallon EP Food Development Officer Regional Development Australia Whyalla and Eyre Peninsula 89 Liverpool Street Port Lincoln SA 5606 Phone 08 8682 6588 Email Stacey erdb org au ge Regional ey Development UST Alia Australii Cirine WHYALLA amp EYRE PENINSULA INC Fisheries Research and Development Corporation Project No 2009 220 01 February 2012 COPYRIGHT STATEMENT Copyright Fisheries Research and Development Corporation and Regional Development Australia Whyalla and Eyre Peninsula 2011 This work is copyright Except as permitted under the Copyright Act 1968 Cth no part of this publication may be reproduced by any process electronic or otherwise without the specific written permission of the copyright owners Information may not be stored electronically in any form whatsoever without such permission DISCLAIMER The authors do not warrant that the information in this document is free from errors or omissions The authors do not accept any form of liability be it contractual tortious or otherwise for the contents of this document or for any consequences arising from its use or any reliance placed upon it The information opinions and advice contained in this document may not relate or be relevant to a reader s particular circumstances Opinions expressed by the authors are the individual opinions expressed
13. ER DEVELOPMENT It is imperative the Eyre Peninsula seafood industry ensures The Seafood of the Eyre Peninsula is embedded in the seafood training programs of all retailers food service and wholesalers An initial 40 000 printed copies will be distributed to existing and potential customers however the key challenge will be ensuring all staff front of house back of house retail sales staff and all value chain partners not only have access to the guide but actively review the information on a regular basis to ensure a consistent message is achieved long term Traditionally local growers have been resistant to conducting in house training programs including product presentations and seafood masterclasses due to limited time available away from the business a lack of confidence in public speaking and the old school thinking of someone else should promote my product OR it will sell itself For The Seafood of the Eyre Peninsula to be truly successful in ensuring a consistent message is delivered to the consumer and a return on investment is achieved the Eyre Peninsula seafood industry must commit to a seafood masterclass roadshow to the Australian capital cities and directly present their product together with the Guide to achieve the goal of all trade partners utilising the tool adequately It is proposed this roadshow will be conducted in 2012 Eyre Peninsula Retail and Food Service Seafood User Guide Page 21
14. John Susman Director Seafood Strategy and Anthony Huckstep Editor Food Service Magazine based on existing information available and extensive discussions held with the Eyre Peninsula seafood industry and government agencies Multiple drafts were circulated to industry to ensure accuracy During the process of collating the content for the Guide it became quite apparent that there were numerous variations in some elements of the Guide Seasonality sustainability and handling storage practises were viewed with differing opinions amongst the Eyre Peninsula seafood industry with industry standards quite often blurred This project has revealed in some areas a genuine lack of understanding of understanding of the value chain and will require independent work to strengthen these gaps Eyre Peninsula Retail and Food Service Seafood User Guide Page 18 Component 9 Eyre Peninsula Retail and Food Service Seafood User Guide graphic design Performance Indicators Eyre Peninsula Retail and Food Service Seafood User Guide completed Adelaide based graphic designer Karen English eleven across was contracted to design the Guide with support from Anthony Huckstep and the working group The Guide features Brand Eyre Peninsula Australia s Seafood Frontier and successfully reflects the professionalism and values of the region s seafood industry Eyre Peninsula Retail and Food Service Seafood User Guide Page 19 8 0 BENEFITS A
15. ND ADOPTION The User Guide will benefit the following 1 Eyre Peninsula Businesses over 100 businesses will be able to utilise the guide for client training purposes which will provide strong economic benefits increased sales and price for premium products This Guide will provide an opportunity for smaller seafood companies with limited budgets to establish a sales marketing tool with other leading seafood brands Without the shared resources structure and Government support the Guide would be unachievable in financial terms 2 Retailers Restaurateurs retail management and counter sales staff and food service chefs and wait staff will increase product procurement sales and consumer awareness through a comprehensive training program Sales staff will have additionaly confidence in selling local seafood 3 Australian and overseas consumers will enjoy increased health benefits through increased seafood consumption 4 Sundry service providers including post harvest businesses packaging logistics sales amp marketing services will benefits from the flow on effects through increased value chain efficiencies with benefits extending beyond the catchers and growers 5 Australian and overseas consumers will have a raised awareness of the seafood from the region which will increase the identity and branding of the Eyre Peninsula for regional tourism Eyre Peninsula Retail and Food Service Seafood User Guide Page 20 9 0 FURTH
16. Species e Simply Salmon recipe book Regal Salmon e Collection of seafood company brochures A clear visual concept of the Guide was established by the Project Manager and the design team and a draft template was developed with the usability of the Guide being a priority Extensive discussions were held on the physical delivery of the Guide with particular focus on the positive and negative aspects of hard copy distribution and electronic distribution It was agreed the initial distribution required a hard copy tool with the Guide being easily accessed on www seafoodfrontier com au Social media was explored with an agreement to establish a social media strategy once the Guide is established to compliment the initial hard copy distribution Eyre Peninsula Retail and Food Service Seafood User Guide Page 15 Component 4 Project team assesses gaps and finalises investigation An information audit was conducted of available materials from both within and external to the seafood category along with a review of existing stakeholder industry and associated agencies directly involved with seafood businesses on the Eyre Peninsula The findings from this research was used as the basis of the design of the information which was determined to be of importance to the target audience Topic headings included 1 Provenance integrity and product attributes of the seafood harvest 2 Farming Method Sustainability Seasonality Quality
17. The Seafood of Eyre Peninsula is a 72 page publication featuring 12 seafood species from the Eyre Peninsula including Southern Bluefin Tuna Blue Mussels Sardines Pacific Oysters Prawns Angasi Oysters Wild Abalone Snapper Southern Calamari King George Whiting Yellowtail Kingfish and Southern Ocean Rocklobster The Project Team ensured the Guide would have an end user focus and sought the insights and opinions of Chefs Restaurateurs Hoteliers and Retailers of seafood In view of the premium nature and pricing of the products from the Eyre Peninsula the focus of the investigation was on operators within the premium restaurant and retail sectors Direct interviews were conducted with 58 restaurants chefs 14 retailers 16 foodservice distributors and 5 media representatives Available in both hard copy and electronic formats www seafoodfrontier com au the Guide successfully provides an accurate interpretation of the featured species with a best practise approach to all aspects of the value chain from water to plate Individual species are highlighted under the following categories 1 Introduction Provenance integrity and product attributes of the seafood harvest 2 In The Beginning Farming Method Sustainability Seasonality Quality 3 The Middle Man Methods to Market Handling and Storage Fresh vs Frozen 4 The End User Recovery Rate Appearance Aroma Flavour Texture Moisture Culinary Application 5 Photographic
18. Y No intellectual property restrictions Eyre Peninsula Retail and Food Service Seafood User Guide Page 24 APPENDIX 2 STAFF Principal Stakeholder Manager Project Manager Project Editor Design Team Design Team Graphic Designer Design Team Photographer Stacey Fallon EP Food Development Officer Regional Development Australia Eyre Peninsula M 0427 826 587 E stacey erdb org au John Susman Fisheads Seafood Strategy M 0414 688 855 E js fisheads com au Anthony Huckstep Food Service Magazine M 0411 308 574 E AnthonyHuckstep yaffa com au Karen English Eleven Across Design M 0416 234 467 E karen elevenacross com au Randy Larcombe Suzi Ting Randy Larcombe Photography M 0412 101 101 E production randylarcombe com au Eyre Peninsula Retail and Food Service Seafood User Guide Page 25 APPENDIX 3 SHOT LIST CONCEPT SPECIE SELECTION HANDLING STORAGE PREPARATION Oysters shot of 3 main grades shot of oysters being refer to the attached user of pacific scubbed guide we did for Kinkawooka bistro plate standard shot of oysters packed and let s select the 3 key type shot of a group of in damp cloth shots perfect oysters of shot of oysters being the same grade stacked in 8c Fridge in hero shot of a single sealed Tupperware oyster container Kingfish Shot of the perfect fish Shot of gill gut process Shot of removing fillet from Close up sho
19. atures 11 seafood species available on the Eyre Peninsula including Southern Bluefin Tuna Mussels Pacific Oysters Soencer Gulf Prawns Yellowtail Kingfish Sardines Suzuki Mulloway Marinescale Abalone Deep Sea Trawlfish and niche seafoods The Eyre Peninsula Seafood Retail and Food Service User Guide simply titled The Seafood of the Eyre Peninsula features 12 seafood products including Southern Bluefin Tuna Spencer Gulf Prawns Pacific Oysters Angasi Oysters Wild Greenlip and Blacklip Abalone Southern Rocklobster Mussels Sardines Southern Calamari Yellowtail Kingfish King George Whiting and Snapper In developing the Guide content the project managers experienced mixed feedback with growers having differing opinions in various components of the Guide This project has required stakeholders to agree and commit to industry standards to ensure a consistent and accurate message is delivered to trade This inconsistency has been a common weakness of the region s seafood industry in previous sales and marketing programs and has created confusion in the value chain Difficult questions were discussed on issues including the peak growing seasons sustainability and correct handling Contentious discussions ensued and a final statement and agreement was met This component of the project is integral to the overall Eyre Peninsula program and has established a new benchmark in all future sales marketing and educational initiatives Th
20. e Eyre Peninsula seafood industry has a renewed confidence that the content and overall message is correct and represents the individual species accurately Dispelling of myths relating to seafood is featured clearly in the Guide in a break out box of Fordies tips As stated by Australia s leading mussel grower I ve been eating unopened mussels every day over the past 11 years and am healthy and living proof that the product is suitable for all consumers The fishermen live and breathe their industry and this Guide is direct from the people who know the product intimately The User Guide provides a flexible format for all value chain partners to extract components of the tool for a variety of purposes to increase consumer confidence in seafood resulting in an increase in seafood consumption The photographic masterclasses can be designed in a postcard format for retail sales distribution ie oyster shucking masterclass postcard can be provided with a dozen oysters and flavour descriptions can be incorporated in menu design and descriptions The sector introduction facts provenance seasonality could be posted in the back of house as a guide to wait staff prior to service a quick reminder In summary the Guide s flexible format allows for a multitude of options in developing greater consumer knowledge and confidence in Eyre Peninsula s premium seafood Retail sales and restaurant wait staff are an integral partner in communicatin
21. e Seafood User Guide Page 6 3 0 BACKGROUND The Eyre Peninsula seafood industry formed Brand Eyre Peninsula in 2006 a collaborative market development program aimed to increase sales and market position in the domestic and export market Integral to the brand is the education of the species attributes to all key stakeholders of the value chain including seafood wholesalers retailers food service and media Market development initiatives have communicated to the owner head buyer or executive chef of the business however the program has failed to address staff training particularly restaurant front of house staff and retail counter staff who are critical in assisting customers make informed decisions when selecting purchasing seafood Australian and export clients have consistently requested a training toolkit suitable to in house training programs emphasising a sector guide as critical to ensuring efficient staff training Once developed this tool would be distributed to over 500 existing clients to support immediate education and sales targets The development of the User Guide has an extensive level of support from its current client base Regional Development Australia Whyalla and Eyre Peninsula formerly the Eyre Peninsula Regional Development Board undertook a Seafood Mapping program which identified key project priorities for each seafood sector The consultation involved association executive officers and leading businesses
22. e User Guide content was relevant to the needs of all value chain trade partners including chefs retailers and wholesalers The project team completed extensive consultation with trade partners and industry stakeholders when researching the content requirements and suitable design format for the User Guide Individual appointments were conducted with 58 restaurants chefs 14 retailers 16 foodservice distributors and 5 media representatives with a survey for each stakeholder and key topics prioritised Existing marketing training tools were presented to the trade with a request to critique the positives and negatives of each tool This feedback formed the basis of the development of the Eyre Peninsula guide Eyre Peninsula Retail and Food Service Seafood User Guide Page 13 7 0 RESULTS DISUSSION The Eyre Peninsula Seafood Retail and Food Service User Guide involved 9 project components Component 1 Secure final budget Performance Indicators 11 seafood sectors and PIRSA commit 86 500 to the User Guide Program The Seafood Guide secured funding support from both the South Australian Government and the Eyre Peninsula seafood industry Cash funding support incl GST was sourced from the following stakeholders Australian Government via Fisheries Research Development Corporation 82 500 South Australian Government s Food SA agency 29 700 Eyre Peninsula Seafood Industry 44 990 Regional Development Australia Whyalla amp
23. e of seafood species The Eyre Peninsula Retail and Food Service Seafood User Guide simply titled Seafood of Eyre Peninsula features 12 seafood species including Southern Bluefin Tuna Southern Ocean Rocklobster Sardines Pacific Oysters Angasi Oysters Spencer Gulf King Prawns Blue Mussels Southern Calamari Snapper King George Whiting Wild Abalone and Yellowtail Kingfish The User Guide has provided a consistent and accurate format on the 12 featured species under the following headings 1 Introduction Provenance integrity and product attributes of the seafood harvest 2 In The Beginning Farming Method Sustainability Seasonality Quality 3 The Middle Man Methods to Market Handling and Storage Fresh vs Frozen 4 The End User Recovery Rate Appearance Aroma Flavour Texture Moisture Culinary Application 5 Photographic Masterclasses 6 Seasonality Chart Education for all trade staff not just senior management or chefs The Eyre Peninsula Retail and Food Service Seafood User Guide will be published as a 72 page guide with 40 000 copies printed In addition to the hard copy the Guide will be available on www seafoodfrontier com au in a PDF format to allow unlimited access by trade customers for training purposes The electronic version will have the capacity for stakeholders to download individual species to support menu planning and promotions The Guide is designed to allow components of the tool
24. g an accurate message and in developing consumer confidence The Guide will be formally introduced to the Eyre Peninsula seafood industry in its entirety on October 25 This session will outline the key elements of the Guide and a User Guide 101 discussion of how industry stakeholders can maximise the Guide through a targeted distribution program The Guide will be formally launched in Adelaide on October 31 to 120 trade representatives including seafood wholesalers chefs retailers and media This launch will feature a series of seafood masterclass demonstrations as illustrated in the Guide and a presentation on the usability of the Guide for value chain partners A similar launch will be conducted in Sydney in late November with further presentations planned in Brisbane and Melbourne in March April 2012 to coincide with the new season launch for Oysters and Southern Bluefin Tuna Eyre Peninsula Retail and Food Service Seafood User Guide Page 10 The Guide will be strategically distributed to 13 100 trade as an attachment to the cover of the November edition of Food Service An additional mail out will be completed in November to all other seafood users including large supermarket franchises and export clients including wholesalers and food service The Guide will be extensively distributed in a hard copy format and will be available on www seafoodfrontier com au as an entire document or individual species This electronic vers
25. ger continued dialogue with selected retail and food service partners in all stages of the program to gain feedback and recommendations and also review the draft of each seafood sector This inclusive process ensured the tool s relevance to trade was at the forefront in the development of the User Guide Component 3 Immediate audit of all industry information available Performance Indicators Existing tools to be utilised to minimise duplication and ensure consistency of information The Project Team completed an audit of all existing industry information currently available to minimise duplication and identify information gaps The project manager presented examples of existing tools to the project team with extensive discussions held on all elements to ascertain the strengths of each tool Examples included e Well Red The Essential Resource of Australian Red Meat MLA e Discovering Dairy Produce and People in Australia New Dairy Culture Dairy Australia e Salmon Buyer s Guide Roche Animal Nutrition and Health USA e Seafood Handbook A Comprehensive Buying Guide for the Food Service Industry Palmas Seafood Distributors e Seafood and Health 2010 Calendar Seafood Services Australia e Seafood Handling Guidelines Sydney Fish Markets e Huon s Connoisseurs Guide to Salmon Huon e Australian Seafood Users Manual Queensland Government and FRDC e Cleanseas Product Guide e The Guidebook to New Zealand Commercial Fish
26. iner Penrith Seafoods Sealanes Martin Bosley Royal Seafoods Westmore The Cellar Restaurant amp Catering Fish Pier Angelakis Eyre Peninsula Retail and Food Service Seafood User Guide Page 16 Carrington Place Claringbold Becasse Angelakis Epoque Belgian Beer Caf Fishy Affair Heritage Belgian Beer Caf Assiette Fish Market Sushi Bar RockPool Bar amp Grill The Manse Restaurant Bistro Dom Redoak Boutique Beer Caf Bodega Bungalow 8 Sydney Harbour Europian Bier Caf Letoile Restaurant amp Bar Kingsleys Steak amp Crabhouse Jordons Seafood Restaurant Sassellas Bar and Bistro Coast Restaurant Rockpool Consulting Alchemy Restaurant ezardal adephi The Waitng Room RockPool Lucio s Restaurant Benzin Arte e Cuncina Garfish Vue Du Monde The European The Albert Park Hotel Chin Chin Black Bella Montpellier Eating House Coda Aria Summit Cloudy Bay Fish CO Spiedo Four in Hand Saltys Cappo Noosa Seafoods Eyre Peninsula Retail and Food Service Seafood User Guide Page 17 Component 6 Communication Plan developed Performance Indicators Brief completed with design team On completion of the audit and market research the working group met for a full day workshop to review findings as presented by Project Manager John Susman review best practise materials and confirm the Guide s audience content distribution both hard copy and electronic branding budgets and timeframes
27. ing product to the market whether it is a wholesaler chef or retailer Eyre Peninsula Retail and Food Service Seafood User Guide Page 23 Sectors have also been required to review update and consolidate industry product standards to ensure a consistent message is delivered to the market The Eyre Peninsula Retail and Food Service Seafood User Guide will be an economic performer in ensuring the value of the seafood industry increases 10 An essential focus of the Guide is highlighting the culinary capabilities of the seafood and ensuring the end user utilises 100 of each product This awareness will encourage chefs and retailers to experiment with alternative cuts and increase the economic performance of each seafood purchase With a collective investment in seafood education and reduced wastage the Eyre Peninsula seafood industry has the capacity to re assess price points to increase business profitability The Seafood of Eyre Peninsula is an Australian benchmark in seafood training and marketing for all value chain partners The Eyre Peninsula seafood industry has traditionally invested heavily in harvesting and processing with limited funding supporting education sales and marketing programs With the first release to be held in October 2011 The Seafood of Eyre Peninsula will confidently reposition the 12 species in the Australian food scene and be an industry benchmark for seafood education APPENDIX 1 INTELLECTUAL PROPERT
28. ion will allow trade staff to freely access the information for in house training at all times 3 To develop materials that communicates the appellation of Eyre Peninsula seafood The Eyre Peninsula Seafood User Guide communicates a very strong appellation message to all seafood users Each product section highlights 1 Provenance integrity and product attributes of the seafood harvest 2 Farming Method Sustainability Seasonality Quality This communication will assist trade and consumers from being misled about product origins and attributes prevent unfair and unethical competition from non genuine products and protect the reputation of Eyre Peninsula s produce Protecting and enhancing the Eyre Peninsula brand name thus increasing demand for genuine local products building general recognition of Eyre Peninsula seafood in local interstate and international markets and creating hero and leadership products that can lift the profile of Eyre Peninsula in both Australian and international markets will be achieved through the User Guide program 4 To develop highly synchronised technical and creative communications The Eyre Peninsula Seafood User Guide comprises of two communication components for each product featured All individual species feature technical information including Technical 1 Methods to Market Handling and Storage Fresh vs Frozen 2 Recovery Rate Appearance Aroma Flavour Texture Moisture Culi
29. ionally it is noted there is a genuine lack of a strategic educational seafood training program nationally Through the investment made by the Eyre Peninsula seafood community through the development of the Guide and the educational programs proposed in 2012 together with assisting trade s business profitability it would be expected the region s seafood would be deserving of a price premium The value of Eyre Peninsula seafood will be monitored through data collection available through the Brand Eyre Peninsula membership program Increased understanding by the Eyre Peninsula Seafood Industry on value chain requirements Following a direct market research program which highlighted the key elements required by trade in developing a seafood training tool these findings were presented to seafood industry stakeholders It became apparent in some instances there was a genuine lack of knowledge and direct communication from the Eyre Peninsula seafood industry s to the end user An unexpected benefit of the Guide will be the stakeholder s increased understanding of the key messages required when presenting product to the market whether it is a wholesaler chef or retailer A professional direct and effective presentation is essential and is underpinned by the local growers understanding of customer needs and support requirements Traditionally fishermen have invested heavily in the catching and processing of the harvest while neglecting the
30. lacing lobster in freezer to humanely kill Shot of cutting in half cleaning Shot of tying wood spoon to tail of whole lobster Shot of placing into boiling water Shot of removal of lobster into ice Spencer Gulf King Prawns Shot of 2 hero single prawns 1 cooked 1 green Shot of a range U6 U8 U10 10 15 16 20 Shot of box of prawns Shot of box in freezer at 18c Shot of frozen prawns onarackina Tupperware container with clean kitchen towel covering Shot of packed prawns in fridge Shot of twisting head off and removing tract from green prawn Shot of removing shell from green prawn Shot of removing shell from cooked prawn Eyre Peninsula Retail and Food Service Seafood User Guide Page 27 APPENDIX 4 EYRE PENINSULA SEAFOOD USER GUIDE The completed The Seafood of the Eyre Peninsula guide is attached APPENDIX 5 FINAL REPORT DISTRIBUTION LIST The Librarian CSIRO Division of Marine Research GPO Box 1538 HOBART TASMANIA 7001 The National Library of Australia Legal Deposit Unit CANBERRA ACT 2600 Commonwealth Fisheries Research Advisory Body Katie Scutt Executive Officer PO Box 7051 CANBERRA ACT 2610 NSW Fisheries Research Advisory Body Rhonda Farlow Executive Officer 51 55 River Street MACLEAN NSW 2463 Eyre Peninsula Retail and Food Service Seafood User Guide Page 28 Northern Territory Fisheries Research Advisory Body Mr
31. nary Application 3 Photographic Masterclasses ranging from 5 9 step by step images demonstrating the usability of the seafood product The technical sections provide real content the nuts and bolts and direction for chefs restaurant managers and retailers with extensive detail which have multiple application usages Eyre Peninsula Retail and Food Service Seafood User Guide Page 11 Creative The Guide features a stunning range of motivational images of the region and its premium products The Project Managers and creative team felt it was imperative to provide high quality motivational images ranging from environmental fishermen portraits and product images which underpin the brand values pristine luxurious sustainable premium pioneering and to allow the reader to make an emotional connection with the Eyre Peninsula and its produce Traditional training manuals are technically focused with pages of extensive information and often not user friendly The User Guide has a comprehensive mix of technical and motivational information in a simple to read format to ensure a balance and make a statement the most stunning seafood training guide in Australia Eyre Peninsula Retail and Food Service Seafood User Guide Page 12 6 0 METHODS Regional Development Australia Whyalla and Eyre Peninsula engaged project manager John Susman to undertake the initial research Market research is a key element in ensuring th
32. sula Seafood User Guide Appendix 5 User Guide Final Report Distribution List Page 6 Page 7 Page 8 Page 9 Page 13 Page 14 Page 20 Page 21 Page 22 Page 23 Eyre Peninsula Retail and Food Service Seafood User Guide Page 2 1 0 NON TECHNICAL SUMMARY Development of the Eyre Peninsula Seafood Retail and Food Service User Guide PRINCIPAL INVESTIGATOR Ms Stacey Fallon ADDRESS Regional Development Australia Whyalla and Eyre Peninsula 89 Liverpool Street PORT LINCOLN SOUTH AUSTRALIA 5606 Telephone 08 8682 6588 Email stacey erdb org au OBJECTIVES The Eyre Peninsula Retail and Food Service Seafood User Guide s key objectives include 1 To develop a set of accurate and informative educational tools delivering against trade requirements 2 To develop a uniform and coordinated educational program that features 11 seafood species available on the Eyre Peninsula including Southern Bluefin Tuna Mussels Pacific Oysters Spencer Gulf Prawns Yellowtail Kingfish Sardines Suzuki Mulloway Marinescale Abalone Deep Sea Trawlfish and niche seafoods 3 To develop materials that communicates the appellation of Eyre Peninsula seafood 4 To develop highly synchronised technical and creative communications Eyre Peninsula Retail and Food Service Seafood User Guide Page 3 OUTCOMES ACHIEVED TO DATE Increased awareness and dissemination of correct and consistent information on a rang
33. t of Shot of wrapping in frame head eyes gills wrap Shot of removing rib Shot of the perfect Shot of storage on tray cage trim from fillet fillet Shot of portioning fillet Mussels Shot of pack s of Shot of mussel in Shot of mussels being placed mussels unopened pack in lt 2c into pot on stove Shot of mussels out of fridge Shot of mussels being stirred pack Shot of mussels being in pot Close up of closed rinsed under tap in Shot of a cooked mussel mussel colander being removed from pot Shot of mussels being individually whilst others stored under damp uncooked remain in pot cloth King George Shot of the perfect fish Shot of gill gut process Shot of whole fish dressed Whiting Close up shot of Shot of scaling i e scissors removing fins head eyes gills Shot of whole fish Shot of Fillet being prepared Shot of a range of wrap storage on tray Shot of V Cutting fillet sizes Snapper Shot of the perfect fish Shot of gill gut process Shot of filleting part 1 _ initial Close up shot of Shot of scaling cut from shoulder to tail head eyes gills Shot of whole fish Shot of filleting part 2 Shot of a resilient flesh wrap storage on tray removal of fillet from rib cage i e a finger touching Shot of dressing v cutting fillet the shoulder Calamari Shot of perfect Shot of removing the Shot of removing skin Requires a slightly different sequence due to the amount calamari Shot of clear eyes Shot of white creamy skin no broken flesh no p
34. there were gaps in fishermen s understanding of trade perceptions and information needs due to the lack of communication with the end user Establishing an educational seafood guide will allow the fishermen to develop a direct consistent message to all trade partners a message that is relevant to the audience Eyre Peninsula Retail and Food Service Seafood User Guide Page 8 5 0 OBJECTIVES Key objectives of the Eyre Peninsula Retail and Food Service Seafood User Guide include 1 To develop a set of accurate and informative educational tools delivering against trade requirements The Guide provides a consistent format for each product under the following headings 1 Introduction Provenance integrity and product attributes of the seafood harvest 2 In The Beginning Farming Method Sustainability Seasonality Quality 3 The Middle Man Methods to Market Handling and Storage Fresh vs Frozen 4 The End User Recovery Rate Appearance Aroma Flavour Texture Moisture Culinary Application 5 Photographic Masterclasses The success of the Eyre Peninsula Seafood User Guide is ensuring the training tool is 100 accurate and reflects the combination of industry s scientific research decades of fishing experience and trade partners experience and input An extensive audit of materials available on the featured species was found to be sporadic and often contradictive particularly in the handling and usability of seafood
35. to be extracted for specific purposes For example all photographed masterclasses will be designed in a postcard format for distribution at seafood retail counters The Eyre Peninsula seafood industry will formally launch the User Guide to South Australia s food industry in November 2011 Targeting Executive Chefs Restaurant Managers Retail Managers and Seafood Wholesalers who are responsible for staff training the launch will feature a series of masterclass presentations by growers A presentation on the application of the Guide for trade customers including additional tools available to support in house training and point of sale tools for consumers will be the key message delivered Further launches will be held in Sydney Brisbane and Melbourne in 2012 The Guide will be distributed as an attachment to the cover of Food Service Magazine for the November 2011 edition to over 13 100 trade and consumers A national distribution strategy will ensure all trade customers receive Seafood of Eyre Peninsula with reference to the website to Eyre Peninsula Retail and Food Service Seafood User Guide Page 4 access copies for in house training purposes Increase the value of the Eyre Peninsula basket of seafood by 10 by 2014 A key focus of the Eyre Peninsula Seafood Retail and Food Service User Guide is educating trade on the available cuts to encourage 100 use of the fish to increase profitability and minimise wastage Addit
36. uld include a best practise approach to all aspects of the value chain from water to plate It would include the design development and implementation of an information programme which can communicate the benefits and advantages of the products by species whilst being specific to both retail and food service markets One of the key elements of the campaign will be the development of a toolkit which provides the various stakeholders in the value chain from producers to consumers the necessary understanding and skills to fully exploit the market opportunity for the harvest This would be undertaken by species and by market sector with a focus on the nuances between them Research of existing seafood user guide tools in Australia clearly demonstrate no comprehensive multi species user guide specifically designed for retail and food service exists with the required components detailed below 1 Provenance integrity and product attributes of the seafood harvest N Farming Method Sustainability Seasonality Quality 3 Methods to Market Handling and Storage Fresh vs Frozen 4 Recovery Rate Appearance Aroma Flavour Texture Moisture Culinary Application 5 Photographic Masterclasses The User Guide will be the training guide benchmark and has the potential to expand to an Australian guide inclusive of all seafood species This project has revealed an additional need In consultation with key Eyre Peninsula seafood stakeholders
37. urple head Shot of removing the quill Shot of removing gut Shot of removing trimming wings Shot of cleaned tentacles wings tubes of preparation discolouration steps Sardines Shot of perfect Shot of removing head Shot of dressing trunk sardine Shot of close up of belly Shot of close up eyes gills Shot of gutting Shot of packing trunks on paper towel in Tupperware container Shot of filleting trunk Shot of removing rib from fillet Southern Bluefin Tuna Shot of whole fish Shot of whole loin Shot of chu Toro O toro and Akimi grades Shot of cutting loin into hamachi block Shot of wrapping block in Japanese rice paper Shot of storing in container in ice Shot of removing saku from hamachi Shot of Otoro cutting Shot of akami cutting Abalone Requires a slightly different sequence due to the amount of preparation Shot of perfect blacklip and greenlip whole abalone plump shiny etc Hero shot of cleaned abalone Shot of shucking Shot of gutting Shot of trimming frill Shot of cleaning foot Shot of cleaning whole abalone Shot of slicing for sashimi Eyre Peninsula Retail and Food Service Seafood User Guide Page 26 Southern Rock Lobster Shot of hero rock lobster top Shot of hero lobster underside Shot of liveliness i e springing tail legs Shot of storing under damp cloth in box in lt 5c coolroom Shot of p
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