B2C outreach for shrimp advised

The Seafood Importers Association of Australia Inc (SIAA) says Thai shrimp exporters should apply more B2C (business-to-consumer) marketing strategies to inform the public about its farming systems that ensure food safety.

Thai exporters are directly connected with importers, who have a lot of details about the products, but such information has not been conveyed to consumers, said executive chairman Norman Grant.

As a result, Australian consumers have less information about Thai shrimp and how they are farmed, said Mr Grant.

As Australia’s population is projected to grow beyond 24 million, shrimp consumption, particularly from Asian migrants, will expand there, he said.

The country consumes an average of 100,000 tonnes of shrimp per year, of which 30% is imported, said SIAA.

Wild shrimp harvesting accounts for 80-90% of total demand, with the rest coming from farms.

Thailand’s shrimp exports to Australia tally 5,000—6,000 tonnes per year.

Australia has over 200 seafood importers and they have different marketing practices, said Mr Grant.

It is necessary for exporters to communicate with consumers, especially via B2C campaigns, instead of focusing only on B2B (business-to-business) schemes, he said.

Mr Grant said the strategy will allow consumers to learn more about Thai shrimp.

It is also important to have information on the package, including where the shrimp comes from and how the packaging is environmentally friendly, he said.

“Without any information [provided] for consumers, they will turn their eyes to other meat such as lamb or chicken, as they are cheaper. But Australian consumers know very well that seafood is healthy” said Mr Grant.

The Australian Government has stringent inspection standards for imported shrimp to prevent white spot syndrome virus (WSSV), while concerned government agencies have teamed up with the private sector to conduct R&D and inspect farms to help wipe out the disease, he said.

Since last year, the outbreak of WSSV has damaged shrimp farm production in Queensland.

The Queensland Department of Agriculture and Fisheries has subsequently implemented urgent treatment measures, with a two-year surveillance period as part of the prevention programme, said Mr Grant.

Premsak Wanuchsoontorn, executive vice-president for aquaculture business at Charoen Pokphand Foods Plc (CPF), said the company’s shrimp farming activities employ high technology and adhere to international standards.

“The test kit CPF uses in farms has the same standard as in Australia, while the company carries out quality inspections to make sure its products are diseasefree,” said Mr Premsak. The virus has not been found at any of the company’s farms.