Self-management, environmental stewardship, social licence and what this means to you as a seabird presented by Simon Boag, CEO South East Trawl Fishing Industry Association (SETFIA)
Strategic Planning Process Who is the customer? Members? Australian community? Customers (seafood eaters)? Ultimately members but the community and customers must be considered.
SWOT 5 Forces Futures thinking Culture webs Media Member survey Etc Diagnostics
16 Strategic Diagnostics; member survey 12 8 4 0 TACC segng PercepIon general sustainability MPA's/closed areas PercepIon bomom trawling PercepIon seal/bird by-catch SETFIA/industry unity PercepIon discarding Grounds closure threatened sp. Other compeing food proteins Quota availability PercepIon small fish catch Fuel/cost of CO2 Quota system internal workings Melbourne fish mrkt future Cost/complexity compliance Value adding OCS (State/Commonwealth) Under/over-catch Vessel operaion costs OvercapitalisaIon Decreasing fish price RecreaIonal lobby Quota property rights Succession planning
Strategic Diagnostics; member survey Top 3 issues: 1. Quotas (low/high) 2. Customer/community perception 3. Other today s issue?
Strategic Diagnostics; Futures Thinking 6,000,000 5,000,000 4,000,000 Hits 3,000,000 2,000,000 1,000,000 - "Sustainable water use Australia" "Climate change Australia" "Over fishing Australia" "Global financial crisis Australia" "Sustainable farming Australia" "Sustainable fishing Australia" "By-catch fishing Australia" "Fish welfare Australia" Google wording search
Strategic Conclusion
SUBSTITUTE PRODUCTS Wild-catch is now the minority global supply, aquaculture cheaper. Wild fish has health/taste advantages but consumer unaware. Higher sustainability (management) costs BARGAINING POWER SUPPLIERS HIGH Good crew going to mining industry Fuel and consumable increases somewhat offset by inflation (fish price). Grounds declining Quota declining Social license lost Quota values down. License no value. Profits down but still there. Catch rates down. Stocks up. Market soft. CUSTOMERS? Want many things including sustainability but won t pay for it. They do not understand seafood. TONE The fishery has extended to NZ and South America.
Aims of our strategy Provide members with: 1. Grounds 2. Accurate quotas 3. Reasonable levies..and let them do the rest Provide community: 1. Stewardship 2. Information and let them buy seafood
Balanced Scorecard VISION GROUNDS QUOTAS LEVIES Stakeholder perspective engo partnership Effective Stakeholder Comms Recognition of stewardship World s best practice TEP interactions Retailer partnership Business process perspective Fishery surveys Improved compliance & reporting World s best seabird interactions Reduce seal interactions Learning & growth perspective Board & CEO Fishing development Grounds Crew Fishing development Grounds Financial perspective Projects Fishing Increased funding Grounds Governance Fishing Grounds Fishing Fee for Grounds work High Fishing membership Grounds uptake
Project selection 1. Cost 2. Fit to 15 2 nd order goals 3. Likelihood of success 4. Time 5. Fun
Balanced Scorecard VISION km 2 Tonnes (vs. target) % of revenue (4.5%) Stakeholder perspective Presence of Newsletter reads, opens, Top 50 Awards WWF partnership Presence of Business process perspective Roughy FIS Discard reporting Seabirds >90% Seals number Learning & growth perspective Succession Fishing Grounds Co. Directors Fishing Qualifications Grounds Financial perspective Projects Fishing $100,000 Grounds to $1.5m Fishing Audit Grounds Fishing Consulting Grounds $ s Fishing >80% Grounds
We missed the rise of the unreasonable recreationalist Made worse by politicians who have been taught that they are expendable VR Fish policy is no commercial fishing in bays or estuaries no snapper bycatch (trawl catch 30 tonnes, rec 550 tonnes) no small pelagic fishery (netting for bait in Port Phillip Bay ok)
We missed brand theft Most flathead sold in Australia now unrelated species from elsewhere Seafood highest margin dish on menu COOL would remove pub/club margin
Andrew Trappett AFMA Seabird interactions concerning Australian Government funding Identified two devices Trials
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Stakeholder Communication Movie removed in PDF version