About Us

Seafood Experience Australia (SEA) was launched in December 2005, with the aim of becoming the first industry-owned corporation formed to specifically promote Australian seafood to consumers both in Australia and overseas.

SEA help takes Australian seafood into international markets with increased profitability and assists its members to address market access barriers.

Many sectors of the seafood industry are facing serious profitability issues. Statistics demonstrate that seafood, in general, is not achieving an equitable share of Australia’s overall protein consumption.

Competitive protein sources, such as beef, chicken or pork, have been strongly promoting their product as a unified force for many years, resulting in increased market performance, while the Seafood Industry has done nothing.

SEA has been established to overcome the known barriers to seafood consumption at a generic level and then position Australian seafood as a premium product.

This is not a grab bag of unrelated promotional activities. The promotional program will be a comprehensive assault on the Australian and international markets, with clearly defined objectives and strategies tailored to achieve them. Overseas, we are building an awareness of Australian seafood in key markets, developing a springboard for individual market development, help overcome trade barriers and increase profit margins with collaboratively targeted promotions.

We are about increasing demand for Australian seafood and achieving greater demand supply tension, with maximising price.

Domestically, the potential is huge because Australians currently, on average, eat only three seafood meals a month at home. Increase this to just four a month – making sure it’s Australian seafood - and you’ve lifted in-home consumption of Australian seafood by 33 per cent. Importantly, increasing the tension between supply and demand will help increase the average price.

For more information on SEA download the Seafood Experience Australia Consitution