East Gippsland Shire Council has commissioned a comprehensive Seafood Market Opportunity Assessment to identify new avenues for commercial growth, local value-adding, and expanded market
penetration across the region’s commercial fishing industry.
The independent assessment will be led by Tether Agency consultant Rosie Love, who will work closely with local seafood operators and supply chain partners over the coming two months to deliver evidence-based market intelligence for future development.
Agriculture, forestry, and fishing form a foundational pillar of the East Gippsland economy, generating more than $670 million in annual output and supporting approximately 1690 regional jobs. Centred heavily around the commercial fleet hub of Lakes Entrance, the local seafood sector is recognised as a strategically critical economic driver with a strong heritage and a reputation for premium produce.
East Gippsland Shire Council mayor Cr Jodie Ashworth said the initiative aims to equip local operators with the data needed to guide future private investment and commercial strategy.
“East Gippsland has a proud seafood industry with a reputation for producing premium products,” Cr Ashworth said.
“This assessment will provide industry with valuable market intelligence to better understand growth opportunities, emerging markets, and potential pathways for value-adding within the region.
“Council’s role is to support industry by facilitating access to quality information and helping to build the evidence base needed for future industry-led investment and development opportunities.”
Tether Agency consultant Rosie Love emphasised that active participation from regional operators — including commercial fishers, processors, freight handlers and local retailers — will be critical to shaping realistic, actionable outcomes.
“The seafood industry holds significant knowledge and experience, and stakeholder input will be essential in identifying both the challenges and opportunities facing the sector,” Ms Love said.
“This work will explore opportunities to strengthen market positioning, improve value capture, and identify practical options that can support the industry’s long-term sustainability and growth.”
Key focus areas of the assessment include:
– Market expansion: Evaluating current and emerging domestic and export market opportunities.
– Value-add processing: Exploring local options for seafood processing and secondary manufacturing to retain greater economic value within East Gippsland.
– Supply shain collaboration: Mapping logistics, production capacity, and opportunities for innovation across the supply chain.
– Barriers to investment: Pinpointing capital, regulatory, and market-entry constraints facing local businesses.
Industry stakeholders are invited to participate in interviews and consultations throughout the assessment period. For enquiries or to contribute to the study, contact council’s agribusiness development officer, Kaylene Wickham.
