Back of boat sales enhances seafood connections to community
Western Rock Lobster was recognised for its community education and innovative marketing strategies when they were presented the Seafood Industry Promotion Award, sponsored by Aquarius Lawyers at the 2024 Western Australian Seafood Industry Awards.
The Awards event, recognising excellence in the WA seafood industry, was held at The Esplanade Hotel in Fremantle and opened by Minister for Fisheries Hon Don Punch MLA in front of a large audience of industry participants and seafood representatives.
Western Rock Lobster (WRL) stands at the forefront of Australia’s single most valuable wild capture fishery, representing a crucial link between industry and government.
Chief Executive, Matt Taylor said the current operating environment had provided new challenges and had allowed them to launch new initiatives to enhance market resilience and social licence.
One notable initiative spearheaded by Western Rock Lobster, is the Back of Boat sales program, which is aimed at rekindling connections with the local community and providing a channel for live local lobsters.
Launched in spring 2020, this initiative revived a tradition lost with the introduction of quota management over a decade ago.
“Back of Boat sales have been a game-changer, allowing lobster fishers to directly engage with customers and supply them with fresh, delicious lobsters straight from the sea. This initiative not only provides an opportunity for direct community engagement, but also showcases the values and practices of the industry,” Mr Taylor said.
For WRL, initiatives like Back of Boat are essential for building authentic relationships and fostering pride in their premium seafood product. “We believe in transparency and connection. Through programs like Back of Boat, our fishers aim to improve public understanding of the fishery, while instilling a sense of pride in their world-class seafood offerings and putting lobsters onto local plates,” Mr Taylor said.
Western Rock Lobster remains committed to sustainable practices and community involvement, shaping a brighter future for the seafood industry.
WA Fishing Industry Council (WAFIC) CEO, Darryl Hockey said the Western Rock Lobster Council had demonstrated excellence in developing and undertaking a promotion activity that has contributed substantially towards improving the public profile of the seafood industry, and had also enhanced social licence for the fishery.
“As an industry body, we recognise the importance of social license and acknowledging those individuals and organisations who make a substantial contribution to benefiting our industry, and Western Rock Lobster is certainly a worthy recipient of this award,” Mr Hockey said.
About the Awards Event
The event is supported by a number of partners including;
- Wester Rock Lobster (Gold event partner), Taylor Marine (Gold event partner), Sunderland Marine (Silver event partner), Fins Seafood (Silver event partner), as well as partners for each of the individual awards, including Aquarius Lawyers, Austral Fisheries, Baker Refrigeration, Bendotti Exporters/WA Chip, Chevron Australia, Department of Primary Industries and Regional Development (DPIRD), Endeavour Foods, Fisheries Research & Development Corporation (FRDC), Francis A Jones, MG Kailis Group, Sea Harvest Australia, Ward Packaging, Woodside Energy and Western Rock Lobster.
- Award event attendees enjoyed an array of fresh, local and sustainably caught Western Australian seafood prepared by celebrity chefs and kindly donated by sponsors including; Albany Sardines, Archipelago Octopus, Austral Fisheries, Bellbuoy Seafoods, Bowithick, Brown Dog Fishing Co, Endeavour Foods, Esperance Seafoods, Fins Seafood, Fremantle Octopus, Fremantle Seaweed, Huon, Leeuwin Coast, Lobster Shack, Ocean Wild Tuna, Paspaley, Rare Foods Australia, Sabea Fishing Co, Seafresh, Sea Harvest Australia, Shark Bay Cockles, Two Rocks Tentacles, Bendotti Exporters/WA Chip, Westmore Seafoods & Wollaston Fish & Chips all served in compostable packaging provided by Ward Packaging.
- Highly regarded “celebrity”’ seafood chefs cooked at the event including; Brad Adams (Rare Foods Australia – Producer Chef), Liam Atkinson (Le Rebelle & Bar Rogue), Damien Bell (Bellbuoy Seafoods – Producer Chef), Scott Bridger (Bib & Tucker), Steven Finch (Indigo Oscar), Neil Forbes (Black Pearl Oyster Shucking), Danny Matthews (The Seasonal Brewing Co), Leigh Nash (Norfolk Hotel), Leigh Power (Shui Subiaco), Navarre Top (Double Rainbow Eating House), Sam Vial (Wollaston Fish & Chips) and Chase Weber (Gorilla BBQ & Consultant to Kaarla Restaurant – Singapore) prepared an array of delicious food at the event.
- The event was held on Friday 3 May, 2024 at Fremantle’s Esplanade Hotel with Karl Langdon (Former West Coast Eagle and 6PR Radio presenter) who played the role of Master of Ceremonies.