2008/793.10 Optimising quality within domestic prawn value chains

By Janet Howieson et al.

The aim of this project was to undertake a value chain analysis (VCA) on four Australian prawn fisheries. Following the VCA to define some improvement strategies/projects, work would then be carried out with the individual fisheries to select, implement and evaluate one of the recommended improvement strategies. The project design and methodology comprised a generic framework with individualised stages undertaken for each fishery. In addition, prawn consumer information that had been collected as part of the CRC and previous CRC projects was collated. This data was then used as background to develop a new prawn consumer survey which included sections that filled the gaps in information. This project resulted in an understanding of the key barriers and drivers for the purchase of prawns, the positioning of prawns relative to other seafood products, and the consumer purchase process for prawns. This information can now be used to potentially build upon to identify new market opportunities.