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Tas conference 2013 oa

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Tas conference 2013 oa

  1. 1. Oysters, Tas, Australia & smart investing for the Australian Oyster Industry
  2. 2. In 18 min . . . Oysters Australia? R&D good for Tas? Retail Transformation early results (for De Costi – 8min) Benchmarking – Carlyn (later) Breeding – Peter Kube & Matt Cunningham (next) Tas, Australia (NSW vs Tas vs SA?) Big picture . . . .and immediate
  3. 3. Oysters Australia? When? 2011, ‘formalising’ the 2007-2011 Seafood CRC Oyster Consortium Who? NSW, SA & Tas (R&D and policy bodies in each state) Plus Qld and commercial body investors on R&D Why? for national advocacy, research and development The job? • increase value of industry to $146M by 2019 – increase production AND increased price • build capacity, leadership and confidence in the industry What? A national incorporated body formed by Australia's community of oyster growers
  4. 4. OA R & D Projects Completed Supply Chain Analysis Selective breeding Enterprise Analysis Cool-chain Data Analysis Consumer Research EBVs & breeding tools Oyster Performance Benchmarks Cool chain data loggers Chain Info & Investment Oyster Retail Test Products in Markets Oyster Condition & Survival Traits POMS Resistant Traits Stock for sale with Benchmarking Extension Benchmarking by Commercial Operator Refrigeration Index (vibrio growth) Smart Data Logging in-demand traits Improved business performance Safe Attractive Seafood
  5. 5. R&D good for Tas? Spend: 60% on breeding & prod’n techniques (50:50 SRO:Pacific) Status: Breeding for condition + disease resistance + fast growth. Spend: 20% on supply chain/market (across species) Status: Vibrio index – predictor of spoilage. Consumer research results. Oyster retail package – to commercialise Spend: 6% on benchmarking (across states & species) Status: Current program improving profitability Spend: 12% planning (25%) and managem’t/communicat’n (75%) Status: Oysters Australia managing & explaining R&D spend
  6. 6. Oyster Marketing Project Sam Hutchison Retail Business Manager De Costi Seafood
  7. 7. Background
  8. 8. The Project Oysters Australia Rachel King & Trudy McGowan Australian Seafood Co-operative Research Centre Miles Toomey University of the Sunshine Coast Meredith Lawley De Costi Seafoods Sam Hutchison
  9. 9. Trial Stores
  10. 10. Full Treatment POS materials and demonstrator Merchandising trays, stickers, brochures, posters and demos: STORE 1: 17.5% sales growth ($) 5% store growth ($) STORE 2: 10% sales growth ($) 4% store growth ($)
  11. 11. Mid Treatment POS materials only Merchandising trays, stickers, brochures and posters STORE 1: 6% sales growth ($) 4% store growth ($) STORE 2: Awaiting data analysis
  12. 12. No Treatment No POS treatment Business as usual. No promotional material/activity whatsoever: STORE 1: Oyster sales decline ($) Store sales decline ($) STORE 2: Oyster sales stagnant ($) Store sales stagnant ($)
  13. 13. POS Promotional Materials The POS promotional materials investigated included: • Oyster trays (display cabinets) • Recipe/Information brochure • Oyster posters • Stickers for packaging • Demonstrations/sampling
  14. 14. POS Promotional Materials
  15. 15. POS Material – Tray Labels
  16. 16. POS Material - Sticker
  17. 17. Research Objectives • Measure the impact on the purchase of oysters a) POS promotional materials b) POS demonstrations/sampling on the purchase of oysters All POS materials received a positive rating and had a positive impact on intention to purchase 86% of consumers indicated it was “highly likely” that an oyster demonstrator would influence their purchase decision 17
  18. 18. Research Objectives • Explore the differences in consumer types and buying habits (planned vs impulse) with the purchase of oysters For 2/3 consumers oysters is an impulse purchase And 2/3 buy oysters in addition to another seafood 18
  19. 19. Research Objectives • Explore the impact of POS on retail staff and managers ‘My staff can now connect with customers about oysters’ (Manager) ‘The oyster presentation trays attract customers so I moved the oysters to a better position in the display cabinet which has increased sales’ (Manager at Store 4) 19 ‘All of my staff are now learning how to shuck oysters’ (Manager)
  20. 20. Next for Oyster Retail project? 1. Check on right track Supply chain (production, consolidation, wholesale and retail) view: Priority 1: Improve information available (through chain) on provenance, flavours, handling, storage, etc so that consumer expectations are better met Brand Council’s advice: Better understand oyster positioning and use provenance imagery to ‘romance’ the oyster 2. Cost benefit analysis 3. Commercialise
  21. 21. Tas, Australia . . .on same page? Imaginary spend to buy better profitability NSW ($) On farm SA ($) Tas ($) National average 15 8 7 7 8 7 9 8 Reducing costs of farming Availability of labour & training Breeding better oysters Manage & protect against disease Ensure shellfish safety & market access Improved path to market A better returning market Off farm Protect ability to farm Tenure security & ability to borrow capital against assets 11 2 27 14 5 10 5 32 23 7 9 3 24 31 12 11 4 24 22 8 2 16 100 5 5 100 3 4 100 4 10 100
  22. 22. Tas, Australia . . . . hide or invest? Not many growers are making much & the risks to production are at an all time high. *Benchmarking results: Costing in allowance for owners wages in NSW makes NSW look worse
  23. 23. Tas, Australia . . . . hide or invest?
  24. 24. Tas, Australia . . . . hide or invest? What’s the competition up to?
  25. 25. Big picture? . . . . what do other industries do? Meat (national) – domestic, export, meat processors Australian eggs: R&D 7.8c/laying hen promo 32.5c/lay hen, emergency – varies Australian avocados: $0.075/kg, Processing $0.01/kg (2.5% turnover) Vegetables (national): 0.5% value at next transaction point (0.50% turnover) Oysters (state): R&D 0.25% GVP / ha + extra in SA & Tas Promo $0 Emergency $0 Possible via Federal legislation – state R&D levies don’t allow this
  26. 26. Big picture? . . . . what do SA & NSW think? Q. (to NSW & SA) Are you interested in taking advantage of replacing state R&D levies with a national levy (ie taking advantage of Federal legislation) and how they wanted it to work . . . A. Some ‘yes’, most unsure until they see mechanics, details & costed proposal
  27. 27. Big picture + Direction until 2019: 2014-2019 Strategic plan + Industry taking the lead on use of its funds: Oysters Australia to sign on to a FRDC industry partnership agreement + More bang for buck: Oysters Australia to be part of bid for 2015-2022 Seafood CRC in 5 potential investment areas; • Early warning of oyster health via biotag • Breeding for oyster resilience (POMS, climate change impacts . . ., adaptation of new technology) • Early warning for toxic algae + cheaper norovirus sampling? • Oyster ‘information’ through chain & for consumer • Processing technology to remove labour bottlenecks & improve onshelf quality AND/or ‘launch’ of unopened oyster on to Australian market
  28. 28. Immediate picture Norovirus survey: Oysters Australia’s OK to ‘survey’ Australian waters for norovirus as per international requirement POMS resistance sooner than 2018? : Oysters Australia’s OK on project proposal aiming to fast track breeding of a 70% POMS resistant animal (non spat) BUT need to know: 1. Growers want a POMS resistant oyster? 2. Willing to invest it? . . . . .Over to Peter Kube & Matt Cunningham
  29. 29. Something you missed? http://oystersaustraliablog.org.au/ Subscribe to the quarterly news Email: oystersaustralia@gmail.com Thanks to & partner R&D providers

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