Retail Transformation: Repositioning Australian Farmed Barramundi in the Domestic Market
- Project Number - 2008/794.2
- Start Date - 9th November 2009
- End Date - 31st July 2012
- Principal Investigator - Dr Meredith Lawley
- Research Provider - University of the Sunshine Coast
- CRC Research End User - Australian Barramundi Farmers Association
About the Project
During the past 5 years Australian farmed Barramundi production has increased from 2,700 tonnes in 2003/04 to an expected 6,000 tonnes in 2008/09 while average farm gate prices have fallen. This coupled with the current global recession is impacting significantly on the profitability of the Barramundi farmers.
There is an opportunity and need to develop and implement a repositioning strategy for the domestic market that enables Australian farmed Baramundi to be differentiated from its competitors and to deliver on consumer expectations for quality and price.
Project Objectives
- To develop, trial and evaluate at least two repositioning strategies for Australian farmed Barramundi on the domestic market.
- At least two Australian Barramundi Farmers' Association members undertaking consumer driven product and market development activities to support the repositioning strategies
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