A multi-dimensional market research program spearheaded by Rural Solutions SA has helped identify ways of increasing farmed barramundi sales.

The project involved an initial scan of the trade and consumer market – plus a survey on buying patterns, selling messages, packaging and portion size which best engages them.

The next step was the development of a ‘value proposition’ (ie why buy farmed barramundi over other seafood, and why this particular packaged product?). Surveys and market product testing followed which covered appearance, size and especially taste – and helped build the profile of target customers for a niche value-added barramundi product.

The initial customer base was identified as business professionals of the Adelaide CBD and surrounding inner suburbs – and the niche product tested by chefs involves a pre-prepared spice mix packaged with the fresh 400g fillets, along with recipe ideas and cooking instructions. This includes restaurant and café options.

Recommendations have been included in the project report to secure a processing operator to deliver to approved product guidelines.

Barramundi has icon status similar to tuna and Yellow Tail Kingfish – which would potentially be major competitors in the fresh fish category (along with lamb, due to a strong consumer marketing campaign).

The report and recommendations of the value-add, high-return barramundi product are now available to the industry – and to help them grow and maintain these sales, a culture of innovation is also strongly pushed.

Helping pioneer this process is Robin Moseby of Inland Aquaculture Association of SA who has been trained in innovationworks™ thinking and planning strategies.

“It’s important we realise that good ideas – backed by good research, consistent quality and a well-informed market – are the vital ingredients for success,” said Robin, “and the more we use innovative ways of continually exploring new market opportunities, the stronger we will grow.”

Contact: Nathan Kimber