‘Aquaculture now produces around 50% of the world's seafood and is the industry
most likely to meet the future increase in demand for seafood products’
(Department of Primary Industries 2010)
1
CONTENTS
Contents ................................................................................................................................................................. 2
Executive Summary .............................................................................................................................................. 54
Purpose ................................................................................................................................................................. 65
Introduction .......................................................................................................................................................... 76
Industry overview ................................................................................................................................................. 87
Mornington Peninsula Regional context .............................................................................................................. 98
Aquaculture ........................................................................................................................................................ 119
Lease Reserves........................................................................................................................................................ 3
Environmental management ................................................................................................................................ 86
Case studies .......................................................................................................................................................... 97
Interview with local mussel grower – Farmer A .......................................................................................... 97
Interview with local mussel grower – Farmer B ........................................................................................ 119
Scallops ............................................................................................................................................................. 1210
Commercial fishing .......................................................................................................................................... 1411
Farmgates (Seagates) ....................................................................................................................................... 1512
Industry Awareness .......................................................................................................................................... 1713
Aqua-tourism .................................................................................................................................................... 1814
Economic analysis summary ............................................................................................................................. 2116
Industry scenario analysis ................................................................................................................................. 2217
Impact on Employment ................................................................................................................................ 2317
Impact on Output ......................................................................................................................................... 2418
Opportunities for Action ................................................................................................................................... 2418
Conclusions ....................................................................................................................................................... 2418
References ........................................................................................................................................................ 2519
Contents ................................................................................................................................................................. 2
2
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Executive Summary ................................................................................................................................................ 4
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Purpose ................................................................................................................................................................... 5
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Introduction ............................................................................................................................................................ 6
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Industry overview ................................................................................................................................................... 7
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Mornington Peninsula Regional context ................................................................................................................ 8
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Westernport Biosphere .......................................................................................................................................... 9
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History of Aquaculture............................................................................................................................................ 9
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Lease Reserves...................................................................................................................................................... 11
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Mussel farm structure.................................................................................................................................. 13
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Environmental management ................................................................................................................................ 15
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Interview with local mussel grower – Farmer A............................................................................................... 16
Interview with local mussel grower – Farmer B ............................................................................................... 17
Industry Segment - Other seafood products ........................................................................................................ 18
Scallops............................................................................................................................................................. 18
Interview with Scallop Farmer ......................................................................................................................... 19
Industry segment - Commercial fishing ............................................................................................................... 20
Farmgates (Seagates) ........................................................................................................................................... 21
Aqua-tourism ................................................................................................................................................... 22
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Economic analysis summary ................................................................................................................................. 24
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Industry scenario analysis ..................................................................................................................................... 25
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Impact on Employment .................................................................................................................................... 25
Impact on Output ............................................................................................................................................. 26
Conclusions ........................................................................................................................................................... 26
References ............................................................................................................................................................ 27
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...
Report prepared by
Gillian Stewart, Rural Business Officer, Mornington Peninsula Shire
Disclaimer: Mornington Peninsula Shire (MPS)
All effort has been made to give true representation, provide accurate data and apply
comprehensive knowledge to this document. Figures, data and commentary presented in this
document are based from external data sources. However, MPS does not guarantee the
accuracy of data nor the conclusions drawn from this information and therefore should not
be relied upon solely for decision making purposes.
4
EXECUTIVE SUMMARY
The Mornington Peninsula (MP) Shire accounts for 10% of Victoria’s overall coastline. This coastal
region offers some of the largest and cleanest waters for seafood production, located close to
markets, labour and established infrastructure. The Victorian Aquaculture and Seafood Sector
comprises a number of key industries including blue mussels, , oysters, abalone, salmonids and wild
catch. It is confronted with a number of challenges, which affects its economic competitiveness. The
mussel sector has only recently obtained a reliable supply of wild spat for seed-stock whilst and the
abalone sector is recovering from the impact of a recent viral outbreak.
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Comment [t1]: Include a sentence on
make of up industry
The MP region is renowned for local beach and bay recreational activities; however there has been
limited exposure of the aquaculture and broader seafood industry. This lack of awareness of local
production, supply and access of seafood products limits the capacity for active economic
development activities to be supported by the Shire and community.
Comment [t2]: Do we need this row?
A recent report by the MP Marine Alliance (2013) estimates the combined value of local production
of aquaculture, seafood and fishing at approximately $13m; and providing 36 local jobs. Whilst
REMPLAN Analysis provides a breakdown of business activities as follows:
Aquaculture
Fishing
Comment [t4]: Is there a reason we use
a different figure for this compared to
above
No of businesses
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0201 Offshore Longline and Rack
3
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0202 Offshore Caged
0
0203 Onshore
1
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0149 Other fishing
17
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0411 Rock lobster & crab potting
1
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020 Aquaculture
041 Fishing
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Type
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REMPLAN analysis estimates that a direct increase in output of $1.000 million sees the demand for
intermediate goods and services would rise by $0.558 million.
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Interviews conducted with local aquaculture and seafood producers highlight a number of
Opportunities for Action to support industry awareness and development. These include:
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Promote Aaquaculture (bi-valve species) promoted as a sustainable food supply industry;
Marketing the angasi Angasi oyster (similar to French oyster which to attracts a premium
price);
Recognise tion of aquaculture as a critical stakeholder in food security and food miles arena
by providing a relatively cheap and accessible protein source;
Local branding to create a more defined ‘point of difference’ is essential; and
Easier Enhance consumer access to ‘Seagates’ will enhance industry business development
opportunities through direct sales from producer to consumer; and
.Establish a Festival event to increase awareness of local industry (Sea to Plate).
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5
PURPOSE
The report aims to identify an economic value of the Aquaculture and Seafood sector as a whole and
byand by market segment. There is a real lack of understanding of the current value and potential
growth of this sector, particularly in terms of production and provenance.
The Shire Strategic Plan clearly identifies that supporting our diverse Primary primary Production
production, derived from both the land and sea, is a key strategic goal. Goal 7 Supporting a
Sustainable Economy aims to foster an innovative business community and promote the peninsula’s
agricultural and rural sector.
Outcome 7.2
Comment [t5]: include a statement
that we see aquaculture as part of or
complementary to agriculture
Prosperous rural economy
7.2.1
To foster and encourage agriculture and promote the Peninsula's rural sector.
7.2.2
To develop and grow local businesses including agri-tourism and intensive agriculture.
7.2.3
To support rural business through networking and industry development.
This report attempts to provide a more detailed overview of the local sector activities by:

Identifying key primary producers

Estimating industry growth potential

Economic contributions

Environmental management ‘best practice’
Comment [t6]: have we identified this
or have we identify what we need to do to
support growth potential
The report findings are targeted at the Aquaculture and Seafood industry located on the Mornington
Peninsula. The region has a strategic coastal presence, represented by the specific activities
undertaken including:
 Aquaculture (Mussels & Oysters)
 Scallop harvesting
 Commercial fishing
There are also a number of local supply chain interactions that need to be explored and better
understood such as:





Comment [t7]: beyond this
report?????? Through opportunities for
action
Hospitality: current / future use of local product
Retail: access points for consumer interactions and sales
Value added / processing/ preparation: the diversity of produce uses
Provenance and branding: :awareness of local products by geographic indicators
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6
INTRODUCTION
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Aquaculture or farming in water is the aquatic equivalent of agriculture or farming on land. Defined
broadly, aquaculture covers the farming of both animals (including crustaceans, finfish and molluscs)
and plants (including seaweeds and freshwater macrophytes). It occurs in both inland (freshwater)
and coastal (brackish water, seawater) areas. In 1988 the Food and Agricultural Organisation (FAO)
introduced a definition of aquaculture to reduce confusion with capture fisheries. It describes
aquaculture as follows:
The farming of aquatic organisms, including fish, molluscs, crustaceans and aquatic plant which
implies some form of intervention in the rearing process to enhance production, such as regular
stocking, feeding, protection from predator. Farming also implies individual or corporate ownership
of the stock being cultivated.
For statistical purposes, aquatic organisms which are harvested by an individual or corporate body
which has owned them throughout their rearing period contribute to aquaculture, while aquatic
organisms which are exploitable by the public as a common property resources, with or without
appropriate licences, are the harvest of fisheries (FAO 1988).
Generally aquaculture production refers to the following species:

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Blue Mussel (Mytilus edulis)
Other Molluscs (Bi-valves)
Salmonid
Abalone
Yabby
Warmwater Finfish (Inland)
Freshwater Eel
Ornamental Fish
7
INDUSTRY OVERVIEW
The Victorian government has been directly involved in aquaculture for over twenty years and
Comment [t8]: is this referring to the
govt on what happens in VIc
manages this work under the Fisheries Act (Victoria) 1995. It provides the framework for the
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management, development and promotion of an ecologically sustainable and viable aquaculture
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industry.
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A Victorian Aquaculture Strategy was released in 2008; developed by key stakeholders in
conjunction with the Department of Primary Industries to guide the sustainable development of the
industry over the next decade.
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Aquaculture is undertaken in a variety of offshore, coastal and inland facilities and includes the
production of Rainbow Trout, Atlantic Salmon (including hand milked caviar), Abalone, Blue Mussel,
Aquarium Finfish, Eel, Murray Cod, Barramundi, Silver Perch, Golden Perch and Yabby. Producers
comply with a range of federal, state and local government environmental laws and codes of
practice that ensure the long-term sustainability of the industry and the environment.
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Aquaculture licences list the specified area, the species of fish (as defined under the Fisheries Act)
that may be farmed, the licence period (generally 12 months), harvesting restrictions and quality
assurance programs, production return requirements, operational management controls and
environmental management provisions (DPI 2005).
The aquaculture industry in Victoria is confronted with a number of challenges, which are affecting
its competitiveness. The mussel sector has only recently obtained a reliable supply of wild spat for
seed-stock and the abalone sector is recovering from the impact of a recent viral outbreak. There is
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an urgent need to attract investment in the industry to achieve economies of scale (National
Aquaculture Council 2014, p.1-2). This then offers an opportunity to further develop the local sector.
8
A recent report by the Mornington Peninsula Marine Industry Alliance (2013) identified the following
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opportunities for local seafood expansion based on consumer demand. The following is an extract
from their industry analysis:
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‘On the Mornington Peninsula, there is further pressure to generate and sell local seafood (as well as
other local foodstuffs) to provide visitors with an authentic experience of the region. Presently, local
seafood is commercially provided via itinerant fishing vessels and from the local mussel producers
that manage and harvest aquaculture license areas in Port Phillip and Western Port. There is no local
Comment [t9]: two words
fishing fleet based in the Mornington Peninsula & Frankston region. There are no special facilities to
land, clean, distribute or retail seafood on the foreshores of the region. Local fishers have suggested
that seafood could be sold from boats at suitable harbours and piers or from retail nodes on the
foreshore or within marinas. When local seafood is available, the product should be integrated as part
of the tourism region’s food and wine offer. This would be a point of difference for the Mornington
Peninsula compared with nearby food and wine regions’
MORNINGTON PENINSULA REGIONAL CONTEXT
The Mornington Peninsula Shire is located on the south eastern tip of Port Phillip, eastern rim of
Western Port and Bass Strait on its southern border. It has a total land mass area of 720km² which
comprises of approximately 190 km of coastline; accounting for about 10% of Victoria’s overall
coastline. This coastal region offers some of the largest and cleanest waters for seafood production,
located close to markets, labour and established infrastructure.
9
Port Phillip and Western Port have contributed greatly to Victoria’s marine aquaculture industry
spanning over the past 20 years. The industry largely concentrates on the cultivation of blue mussels
in some of the cleanest waters available to farmers. Port Phillip has around 320 hectares of water
available for farming while Western Port has 188 hectares. New sites in Port Phillip are proposed for
allocation in the future. The depth of the sites varies between 7 and 30 m and isUnique traits of each
reserve and operational rules are desdescribed cribed in the relevant management plan for each
reserve. These plans also set out the operational rules for the aquaculture reserves.
Comment [t10]: sentence to two about
other products
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10
Westernport Biosphere
One of the key environmental features of the waters surrounding the Mornington Peninsula is that
many parts the local aquaculture industry operate in a Biosphere reserve. In 2002, the United
Nations proclaimed the Western Port region in Victoria, Australia, a UNESCO biosphere reserve.
Western Port was chosen because it has outstanding natural values, including a Ramsar wetland of
international importance. The Biosphere cooperates with Council to build a sustainable economy
through environmentally sensitive tourism, local produce and better marketing for businesses that
reduce environmental impacts (WPB 2013). One of the key environmental features of the Biosphere
is that the aquaculture farms operate within this reserve. Opportunities to leverage Biosphere
resources and enhance local collaboration with industry need to be explored further.
Comment [t11]: include this in above
section, regional content
HISTORY OF AQUACULTURE
There is evidence that aquaculture commenced in Australia more than 10,000 years ago with
indigenous Eel farming but, from official records, the beginning is considered the late 1800s with the
successful introduction of Trout from the northern hemisphere and cultivation of the native Sydney
Rock Oyster (NAC 2014, p.1).
Comment [t12]: has it walway been
the case
Mussel farming is has been the the predominate incipal form of aquaculture in on the Mornington
Peninsula Shire. A summary of Port Phillip and Western Port leases and locations are provided below
(Table 1 & Figure 1DEPI 2014). According to the Department of Environment & Primary Industries
Comment [t13]: include a sentence
about size of lease areas etc PP AND WP
has approx XX in aquaculture leases. Is this
bigger or smaller than past
Comment [t14]: use full name – first
time used in doc
11
(DEPI) this is set to grow with a further 467 ha of licencse areas to be released in the future (DEPI
2014). This growth has been made possible through the establishment of the Queenscliff Shellfish
Hatchery which supplies spats (young mussels) that farmers transfer to ropes suspended in the
water for growth over 12 to 18 months. Previously farmers relied on the natural settlement of spats
onto these ropes which could give variable results depending on a variety of factors (Nott et al
2012). A summary of Port Phillip and Western Port leases and locations are provided below (Table 1
Comment [t15]: include a sentence
about size of lease areas etc PP AND WP
has approx XX in aquaculture leases. Is this
bigger or smaller than past
& Figure 1DEPI 2014).
Table 1. Aquaculture fisheries Reserve lease areas (ha)
2
Figure 1. Key aquaculture leases within the Mornington Peninsula Shire (DPI 2010)
Comment [t16]: can this fit on page
above – may have moved down due to my
editing
LEASE RESERVES
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There are three reserves adjacent to the Mornington Peninsula Shire coastline that utilise local pier
facilities for infrastructure and mooring purposes. Mt Martha, Dromana and Flinders’ reserve
characteristics are described below.
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MOUNT MARTHA AQUACULTURE FISHERIES RESERVE (MMAFR)
The MMAFR is a 150 ha (approximately 1.9 km by 0.8 km) greenfield greenfield area located
approximately 0.75 km offshore from Fossil Beach on the Mornington Peninsula. There are 5 Crown
leases allocated at this site. ; cCurrently they are leased by the one business which minimises
reduces issues associated with boat harbor space, access and equipment storage. A combination of
Blue mussels and Angasi oysters are farmed at this reserve
3
Comment [t17]: incluee a sentence to
summary section ie with the MP region
there are X number of reserce
Comment [t18]: any more description
ie what is farmed there
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Figure 2. Mt Martha Aquaculture Fisheries Reserve (DEPI 2010).
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DROMANA AQUACULTURE FISHERIES RESERVE (DAFR)
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Dromana Bay Mussels: Located The DAFR is located
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approximately 0.78 km offshore from Martha Point1.6km off
the Safety Beach It is on a 20ha water lease. 20 ha
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(approximately 0.45 km by 0.45 km) in total area, and
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comprises the existing Dromana aquaculture harvesting area
(3 ha) and a 17 ha greenfield extension .Water depth at the
DAFR ranges from 9 to 11 m.
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4
A RECENT SEAGATE TRIAL, TO ENHANCE ACCESS TO FRESH MARINE BASED FOOD
PURCHASING POINTS FOR CONSUMERS COMMENCED IN 2013. IT HAS BEEN AN IMPORTANT
ACTIVITY OF THE SHIRE TO SUPPORT LOCAL PRODUCERS WITH OPPORTUNITIES THAT THEIR
LAND BASED COUNTERPARTS RECEIVE I.E. DIRECT CONSUMER ACCESS AND SALE OF LOCAL
FRESH PRODUCE WHERE THE PRODUCT IS GROWN.
FLINDERS AQUACULTURE FISHERIES RESERVE (FAFR)
Marine aquaculture in Western Port is conducted in the Flinders Aquaculture Fisheries Reserve (FAFR).
The aquaculture industry in the FAFR was established in 1985 (Arnott et al. 2000), with longline culture of
blue mussels (Mytilus edulis). The Flinders Aquaculture Zone, was declared a fisheries reserve by
Order in Council in accordance with section 88 of the Fisheries Act 1995 (the Fisheries Act) on the 6
March 2003. The FAFR is 440 ha comprising an established harvesting area (350 ha) and a Greenfield
extension (90 ha) to the area. The established harvesting area is located approximately 0.3 km
offshore (east) from the township of Flinders with the Greenfield extension joining the eastern
boundary approximately 0.7 km offshore. Water depth at the FAFR ranges from 7 to 11m. Lease
configurations are as follows:

The sizes of licensed mussel harvest sites1 ranges from 3 to 22.8 ha. Currently there are 11
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Comment [t19]: zone or reserve
Comment [t20]: do we have this info
for other reserve if so please include
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aquaculture licences authorisingfor harvest of mussels for human consumption in a total of
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107 ha of the FAFR.;

There are f5ive licences authorising for tthe cage culture of abalone in a total of 15 ha; and

t2wo aquaculture licences that authoriseing mussel culture for bait (not for human
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consumption) within 18 ha of the FAFR.
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The licenselicenced abalone sites and undeveloped areas are interspersed between licenselicenced
mussel sites. Very little production is currently being undertaken at the FAFR. According to local
farmer interviews, the prevailing weather conditions have reduced the amount of production at this
site due to exposure and subsequent damaging of infrastructure. Therefore, licence holders have
moved their farms back to more protected lease areas.
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Comment [t21]: do we have similar
info for other reserves if so include
5
Figure 3. Flinders Aquaculture Reserve (DPI 2010).
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Comment [t22]: insert major heading –
Industry Segment – Mussels, this have a
para of local mussel segement
MUSSEL FARM STRUCTURE
Mussels on the Peninsula are grown on longlines that form a ‘backbone’ to which the grow-out
dropper ropes are attached. These grow-out ropes are usually 5m in length and are vertically
suspended from the long line (Figure 4).
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6
LEGEND
-Concrete anchor 2 ton-Chain anchor (75mm
stud link)
-Anchor lines 25mm polypropylene
-Culture Rope 25mm polypropylene
-Surface floats (200-250 litre drums)
Figure 4. A typical mussel farm set up and infra-structure (DPI 2010).
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7
ENVIRONMENTAL MANAGEMENT
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The predominant seafood activityu in the shire is Aquacultureaquaculture. Sustainable
environmental management is an important industry goal. The Australian Mussel Industry
Association website provides details of key environmental regulatory operating conditions and
licensing agreements as follows:
‘Mussel growers in each state are issued with a marine farm licence by their State governments to
operate a marine farm lease according to specific conditions and criteria. Various pieces of state and
commonwealth planning and environmental protection legislation are applied to and influence our
mussel farming operations. This is usually condensed into one regulation under a State Fisheries,
Aquaculture or Marine Act. This acts as a checkpoint and provides a rigorous framework for the
industry's environmental compliance and sustainability.
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Comment [t23]: provide an into
sentence or two on why licensing was
introduced role of AMIA and state govt
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Mussel growers know that looking after their environment is vital for healthy mussels, product
safety and quality. Many seek to exceed environmental standards for their own operations and are
also advocates for water quality. Our coastal areas support shellfish production, commercial and
recreational fishers, land based primary industries, and a quickly rising population of people who
want to live, work and play at the water's edge.
Australia's blue mussel farms are carefully located off shore or in remote locations that are selected
marine farming zones and are suited to mussel growing. At the same time they recognise the
interest of other stakeholders and neighbours and the balance between productivity and water
quality. In Australia several mussel farms are either certified organic or have won prestigious awards
for their pursuit of excellence in environmental sustainability. A healthy mussel is your coastal
environment's tick of approval’ (AMIA 2014).
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8
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CASE STUDIES
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Comment [t24]: change to sub
heading.
INTERVIEW WITH LOCAL MUSSEL GROWER – FARMER A
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The epi-centre of the local blue mussel industry is the Bellarine Peninsula. Two out of the three of
Port Phillip Bay’s biggest producers are located there; the 3rd based off Mornington Peninsula. A
licenselicence to farm blue mussels requires a lease of the water (ha) and a separate licenselicence
to grow the species as well as the production of Angasi oysters. (A European oyster that takes 3
years to grow to full size. Consumers tend to like a smaller size oyster however it is quite meaty and
a great cooking oyster).
LicenseLicences cost between $500 – $3.6k / year. The licenselicence fees are calculated by a cost
recovery model from the fisheries department budget / staff contributions to the administration
process. There is no Research & Development levy paid by farmers; limiting overall industry
investment in technology and innovation for the industry.
Six years ago the local mussel industry contracted from 26 licenselicences to 10; involving some
consolidation of licences. Around this time the industry was experiencing declining wild spat
production highlighting a potential risk to farmers relying on this source of stock for their businesses.
Investment in a local hatchery was essential thus a public / private partnership between key mussel
farmers and the state government emerged. The transition from partnership to full industry
ownership and hatchery relocation must occur within the next 10 years as ordered by the State
government. .
Comment [t25]: Include introduction
sentence ie major farmer of blue mussells
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Comment [t26]: Unclear what figure
means between $500 and $3.6 ?
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Comment [t27]: Is there a reason why
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There are three mussel farm investors in the hatchery and control the rope runs for the season. Noninvestors are able to source ropes later during the season. However, there is a commitment for 20%
of ropes to be made available to non- shareholders i.e. the smaller farmers (Dromana and Flinders).
Extreme pressure on the financial viability of local mussel farmers is due to the following issues:





Heavy industry subsidies by the Tasmania and South Australia government for hatchery
infrastructure and services
Pressures from interstate supplies
Poor awareness and branding of local products
Lack of investment in Research & Development in Victoria
Lack of an Industry Development Officer to engage with consumers to raise awareness and
encourage opportunities for increased consumption per capita
9
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Production and price

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Comment [t28]: How is this figure
different from second dot point
The Mornington Peninsula currently produces about 230 tonnes of blue mussel products /
annum with an estimated value of $1.15 m / annum in fresh product (230 x $5/kg ave of
whole sale and retail).
Wholesale prices are upwards of is $3/kg
Retail price $ 7-12 -/ kg (depending on access points)i.e. i.e. fresh ofresh off pier orvs other
retail premises
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
)
Employment
 8 Full-time equivalents employed directly by the industrybusinesses (farms, processing,
sales)
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placed at start of section to help
description industry segment
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Opportunities for Action (Farmer A perspective)
Support for a Shire seafood festival to raise local awareness about this industry and
introduce local residents and tourists to the culinary options associated with this product
(high in Omega 3 oils);
Branding of Mornington Peninsula seafood – through the Mornington Peninsula Produce as
an option;
Local investment in shore based infra-structure- – jetty upgrades, mussel boat access for
more efficient unloading and selling of product and the enhancement of a ‘fishing port’ feel;
andand
Initiate a marketing strategy to raise the identity of the Mornington Peninsula as a quality
and fresh seafood access point region.
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leveraging with other local food products.
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10
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INTERVIEW WITH LOCAL MUSSEL GROWER – FARMER B
This business operates the Mt Martha aquaculture lease which comprises 5 sites of 18ha each or
90ha. The total site extends to 150 ha with an option for the business to buy gaps between leases
which will give access to a huge amount of available water for future expansion. The leases were
purchased in 2007 via a government auction system and the company’s acquisition of them has
reduced the competition for wharf space between businesses at Schnapper Point pier. The business
is a member of the Australian Mussel Association which comprises 6 growers from Victoria (2),
Tasmania (2), South Australia (1) and NSW (1) – http://www.australianmussels.com.au.
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Australian Blue mussels and a native flat oyster (ostrea angasi*) are grown on the farm as they are
the only oyster allowed to grow in the state of Victoria. There are two commercial boats moored at
this location which make daily farm visits (weather dependent). Product is harvested and taken to a
Mornington based factory for de-bearding, cleaning and vacuum packaging. Currently, fresh product
is distributed local outlets (independent supermarkets, fish shops, direct purchase, restaurants) and
via regional wholesale markets. The company employs 3 full-time and 4 part-time staff, based in
Mornington.
11
Marketing of local aquaculture produce is quite hard in terms of authentic micro-local branding.
Product that reaches the peninsula has been sourced further afield but is branded ‘local’ in the
context of Port Phillip. This is where the ‘point of difference’ needs to be strengthened via the
implementation of a geographical provenance brand. Bulk export sales are also preferred methods
of distribution and sales are being explored.
The business is a member of the Australian Mussel Association which comprises 6 growers from
Victoria (2), Tasmania (2), South Australia (1) and NSW (1) – http://www.australianmussels.com.au.
Opportunities for Action (Farmer B perspective)
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Aquaculture should be promoted as a sustainable industry as bi-valve species are filter
feeders and contribute to a healthy bay;
Marketing the angasi oyster as the Mt Martha Native oyster is an option and is similar to the
large French oyster which attracts a premium price;
The aquaculture industry is a critical stakeholder in the food security and food miles arena
by providing a relatively cheap and accessible protein source and awareness of this feature
needs to be supported by food industry experts;
A process of awareness of the use and preparation of the products must be undertaken;
Local branding to create a more defined ‘point of difference’ is essential;
Easier consumer direct access to ‘seagates’ will enhance industry economic development
opportunities through shortening demand and supply chains; and
Enormous potential for industry growth in local production due to application of new
technology and lease expansions; and
Increased sales via support for short term car park to facilitate ‘Seagate’ access.
Comment [t33]: Detail what the
opportunity is
Comment [t34]: Is there a ‘how to do
this”
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INDUSTRY SEGMENT - OTHER SEAFOOD PRODUCTS
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SCALLOPS
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The Scallop Dive (Port Phillip Bay) Access Licence and quota was allocated by auction on 20 February
2014. Vicfish Pty Ltd won the auction of the Scallop Dive (Port Phillip Bay) Access LicenseLicence and
quota. This is the first new wild harvest fishing access licence type to be allocated in Victoria since
the establishment of the giant crab fishery in 2001. It is also the first commercial wild harvest fishery
to be allocated by the Victorian Government using a public auction system (DEPI 2013). Key scallop
growing zones in Port Phillip Bay are illustrated in Figure 4 5below:
12
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Figure 45. Key scallop growing zones within Port Phillip Bay (DPI 2010)
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INTERVIEW WITH SCALLOP FARMER
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Grant Leeworthy of the Port Phillip Bay Scallop Dive Fishery Association Inc. is lobbying for a second
licence to be issued in recognition of the work they did to establish the fishery. Grant has also
spawned scallops for the first time in Victoria and is looking to establish a land based hatchery on
the Mornington Peninsula to continue this research. Scallops are much more difficult than mussels
to rear in a hatchery but with patience they should slowly see some more results (Pers. comm. Grant
Leeworthy, Sept. 17th 2014).
13
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Comment [t35]: Have as a major
heading
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INDUSTRY SEGMENT - COMMERCIAL FISHING
Commercial fishing operates under the authority of a Western Port/Port Phillip Bay Fishery Access
Licence. The total number of these licences licences is capped at forty-two. The existing licences can
be transferred to new fishers but no additional licences licences can be issued. Commercial fishers
are authorised to use a range of equipment types including longlines, mesh nets and haul seines to
catch a variety of fish species such as sardines, king george whiting and snapper. These fishers
provide fresh, high quality and sustainably harvested seafood to Victorian consumers, many of
whom either choose not to or may be unable to participate in recreational fishing.
According to the MP Marine Alliance (2013) the estimated combined value of production of
aquaculture, seafood and fishing is $13m and provide 36 local jobs. Port Phillip Bay commercial
fishers are subject to controls on fishing equipment under the Fisheries Regulations 2009; and in
some cases, voluntarily limit activities during peak periods to minimise interactions with the public
(DEPI 2013). The range of local seafood products include:
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Comment [t36]: Is this just for this
industry segment of whole of industry. If
for whole of industry should be placed
elsewhere
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Comment [t37]: Seafood and
fish????????
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PORT PHILLIP BAY COMMERCIAL FISHERS ARE SUBJECT TO CONTROLS ON FISHING
EQUIPMENT UNDER THE FISHERIES REGULATIONS 2009 AND IN SOME CASES
VOLUNTARILY LIMIT THEIR ACTIVITIES DURING PEAK PERIODS TO MINIMISE
INTERACTIONS WITH THE PUBLIC. MANY COMMERCIAL FISHERS OPERATE IN
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14
ACCORDANCE WITH THE VICTORIAN BAYS AND INLETS FISHERIES ASSOCIATION
ENVIRONMENTAL MANAGEMENT SYSTEM AND THE VICTORIAN FISHERY ASSOCIATION
RESOURCE MANAGEMENT CODE OF PRACTICE FOR COMMERCIAL HAUL SEIN E FISHING
IN PORT PHILLIP BAY (DEPI 2013).
FARMGATES (SEAGATES)
A recent report by the Mornington Peninsula Marine Industry Alliance (2013) identified the following
Comment [t38]: Include a major
heading before this along lines of
opportunities for action to support local
industry
opportunities for local seafood expansion based on consumer demand. The following is an extract
from their industry analysis:
‘On the Mornington Peninsula, there is further pressure to generate and sell local seafood (as well as
other local foodstuffs) to provide visitors with an authentic experience of the region. Presently, local
seafood is commercially provided via itinerant fishing vessels and from the local mussel producers
that manage and harvest aquaculture licence areas in Port Phillip and Western Port. There is no local
Comment [t39]: two words
fishing fleet based in the Mornington Peninsula & Frankston region. There are no special facilities to
land, clean, distribute or retail seafood on the foreshores of the region. Local fishers have suggested
that seafood could be sold from boats at suitable harbours and piers or from retail nodes on the
foreshore or within marinas. When local seafood is available, the product should be integrated as part
of the tourism region’s food and wine offer. This would be a point of difference for the Mornington
Peninsula compared with nearby food and wine regions’
Local direct access sales of seafood products between the farmer and customer are quite limited
across the shire. Considering the region accounts for 10% of Victorian coastline, currently only two
jetties, an itinerant seafood van and fishing hut are the main contact points between local seafood
producers and consumers. A recent seagate trial, to enhance access to fresh marine based food
purchasing points for consumers commenced on a shore site in 2013. It has been an important
activity of the Shire to support local producers with opportunities that their land based counterparts
receive i.e. direct consumer access and sale of local fresh produce where the product is grown.
Support for a vibrant and extensive seagateSeagate experience will encourage greater
understanding of the use and benefits of these food sources; stimulate an increase in seasonal and
broadbasedbroad based consumption of these products; and provide greater economic benefits to
the industry in terms of sales and employment. The Local Food Industry Advisory Body (FIAB) is
progressing the developdevelopingment of ing a Certified Trust mark (CTM) and Provenance project
brand. This concept will help local farmers to develop greater exposure for their ‘point of difference’
to market local produce.
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Comment [t40]: That farmers can sell
product from or that we have in the shire
as we have more than two jetties
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INDUSTRY AWARENESS CASE STUDY:
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MURRAY THE MUSSEL
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Murray the Mussel and Peter Russel Clarke are also being used to promote quality and cooking
aspects of the blue mussel by the Australian Mussel Industry Association. The industry ; who areis
determined to bust the long held myth that mussels that don't open are no good to eat!
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MURRAY THE MUSSEL
.
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Murray the Mussel promotional video http://www.youtube.com/watch?v=VmmImdkv-2w
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PETER “RUSSELL” CLARKE – COOKING MUSSELS
17
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AQUA-TOURISM
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This concept has been successfully developed in other coastal regions to expose interested people to
the industry and its production systems. This These types of interactive ventures compliments the
strategic tourism and agricultural goals for a the region. ; to enhance the Mornington Peninsula as a
quality, fresh and innovative food region. An exExamples of a successful aquaculture and seafood
trailinteractive activities developed in South Australia is described below:include:
Case Study 1: South Australia’s Aquaculture tRailtrail
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Follow oysters, prawns, scallops and fish around the pristine waters of the Eyre Peninsula.
Self drive or visit the aquaculture farms, fishing boats and old fishing ports on organised
tours. See where threatened murray cod are farmed in Whyalla and taste fresh oysters in
Cowell. Swim with tuna in Port Lincoln and spot dolphins around the oyster farm of Coffin
Bay. Hand pick fresh crayfish in Elliston and feast on freshly-caught whiting, abalone and
blue swimmer crabs in Streaky Bay and Ceduna. Along the way, swim and surf from long
white beaches, stay in sleepy seaside towns and walk rugged sea cliffs and discover diving
hot-spots For more information visit South Australia’s Aquaculture Trail at
www.australia.com/explore/states/sa/sa-aquaculture-trail.aspx
Comment [t41]: Reference source if a
direct quote
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Case Study 2: TINCAN Bay Seafood Festival
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The Tin Can Bay Seafood Festival is a fantastic celebration of the wonderful variety of Local
Fresh Seafood that our local primary producers have to offer, and a brilliant way to talk,
taste and buy from them.
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Food, fun, entertainment and plenty more for the whole family all on the beautiful foreshore
parklands overlooking Tin Can Bay.
With stalls, demonstrations, discussions, hands-on and other activities throughout the day,
the Festival has something for everyone and is a great way for people to support the best of
Tin Can Bay Seafood.
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(Image supplied TINCAN Bay Tourism) 2014) www.tincanbaytourism.org.au/events/seafood-festival
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Case Study 3: Feast on Western Australia’s fresh, succulent seafood.
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Western Australian seafood and freshwater fish is among the finest you’ll ever hook, cook
and tuck in to. WA and Perth are blessed with some of the most biodiverse marine habitats
and inland waters on Earth, providing a bounty of unique fresh flavours. Experience:
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The finest fresh fish and chips: The biggest hook would have to be Fremantle’s Fishing Boat Harbour,
serving fish and chips fresh from the boat. Although you’ll also find a prize-winning deep-fried catch in
Leederville, City Beach and even as far north as Broome.
Take a farm or factory tour: Learn from the experts and follow the fascinating journey from the water
to your plate on a guided tour of the facilities at a Western Australian seafood factory or freshwater
fish farm.
Hook your own dinner: If you'd rather catch your own, drop a line at one of WA’s top fishing spots,
from deep sea, game and beach fishing
Shop for the catch of the day: If you'd rather leave fishing to the experts, but want something fresh
to throw on the barbie, head for Perth's finest fish markets in Fremantle and Leederville to select your
spoils.
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www.westernaustralia.com/en/Things_to_See_and_Do/Food_and_Wine/Pages/WA_seafood.aspx
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Comment [t42]: Any other
opportunities?????
Visit Tin Can Bay Tourism for more information on the Seafood Festival at
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ECONOMIC ANALYSIS SUMMARY
According to the MP Marine Alliance (2013) the estimated combined value of production of
aquaculture, seafood and fishing is 13m and provide 36 local jobs.
Comment [t43]: Is this just for this
industry segment of whole of industry. If
for whole of industry should be placed
elsewhere
Remplan analysis
The 2014 Remplan analysis does not provide a breakdown of aquaculture values of production but
combines a Fishing, Hunting & Trapping category with an estimated value of $7.12m. Mussel
tonnage and average price / kilo for mussels represent approximately $1.15m or 16.15 % of the
broader sector value. The number and type of Seafood businesses are broken down by the following
ABS industry codes.
Table 2. REMPLAN Analysis data sets for Mornington Peninsula Shire (April 2014).
21
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Aquaculture
Fishing
020 Aquaculture
041 Fishing
Type
Comment [t44]: See previous
comments about table earlier in doc
No of businesses
0201 Offshore Longline and Rack
3
0202 Offshore Caged
0
0203 Onshore
1
0149 Other fishing
17
0411 Rock lobster & crab potting
1
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REMPLAN summary analysis of the Fishing, Aquaculture, Hunting and Trapping sector (combined) /
annum:
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Total wage estimates: $1.05m
Value added products: $2.4m
Regional exports – $4.5m
Local expenditure – $2.75m
Local jobs (Fishing, Hunting & Trapping ) – 18
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MP Marine Alliance
The MP Marine Alliance (2013) the estimated combined value of production of aquaculture, seafood
and fishing is $13m and provide 36 local jobs. This estimate has been derived from a more localised
analysis of the industry through direct engagement and discussion. Hence, the data obtained
presents a higher level of estimated production values and employment compared with the ABS
desktop approach.
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Comment [t45]: Shoudlwe use this
instead of REMPLAN . May want to discuss
which figures we use as having all in may
confuse reader
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INDUSTRY SCENARIO ANALYSIS
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22
The sector has a low employment base but the potential to generate significant increases in
productive capacity has been acknowledged by farmers. Therefore, the demand for labour increases
is predicted. Scenario analysis for positive changes in employment and output reflects the following
economic impacts.
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IMPACT ON EMPLOYMENT
From a direct increase in output of $1.983 million the corresponding creation of direct jobs is
estimated at 5 jobs. From this direct expansion in the economy, flow-on industrial effects in terms of
local purchases of goods and services are anticipated, and it is estimated that these indirect impacts
would result in the gain of a further 3 jobs. This represents a Type 1 Employment multiplier of 1.600.
The increase in direct and indirect output and the corresponding creation of jobs in the economy are
expected to result in an increase in the wages and salaries paid to employees. A proportion of these
wages and salaries are typically spent on consumption and a proportion of this expenditure is
captured in the local economy. The consumption effects under this scenario are estimated to further
boost employment by 2 jobs.
Total employment, including all direct, industrial and consumption effects is estimated to increase
by up to 10 jobs. This represents a Type 2 Employment multiplier of 2.000.
23
Comment [t46]: Include preamble ie
for an industry the size of $x if the industry
grew by X% REPLAN analysis determins a
grown of X
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IMPACT ON OUTPUT
A direct increase in output of $1.000 million estimates the demand for intermediate goods and
services would rise by $0.558 million. This represents a Type 1 Output multiplier of 1.558. These
industrial effects include multiple rounds of flow-on effects, as servicing sectors increase their own
output and demand for local goods and services in response to the direct change to the economy.
Comment [t47]: Is there a reason we
use a different figure for this compared to
above
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The increases in direct and indirect output would typically correspond to the creation of jobs in the
economy. Corresponding to this change in employment would be an increase in the total of wages
and salaries paid to employees. A proportion of these wages and salaries are typically spent on
consumption and a proportion of this expenditure is captured in the local economy. The
consumption effects under this scenario are estimated at $0.204 million.
Total output, including all direct, industrial and consumption effects is estimated to increase by up to
$1.762 million. This represents a Type 2 Output multiplier of 1.762.
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OPPORTUNITIES FOR ACTION
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Promote aquaculture (bi-valve species) as a sustainable food supply industry;
Market the Angasi oyster to attract a premium price);
Recognise aquaculture as a critical stakeholder in food security and food miles arena by
providing a relatively cheap and accessible protein source;
Local branding to create a more defined ‘point of difference’ is essential;
Enhance consumer access to ‘Seagates’ will enhance industry business development
opportunities through direct sales from producer to consumer; and
Establish a Festival event to increase awareness of local industry (Sea to Plate).
CONCLUSIONS
The Mornington Peninsula Shire local aquaculture and seafood sector is niche but critical. It
facilitates the regions land and sea connection; enhancing the identity of marine based food
production systems. Access to products is seasonal and ad hoc. Awareness of food-on- offer through
24
promotion of production and provenance attributes will encapsulate the ‘sea to gate’ value of
goods, and services, s this industry financial and environmental contributions es to the local
economy.
Comment [t48]: Do we need to include
any concluding remarks
REFERENCES
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AECOM 2014. DRAFT: Mornington Peninsula Marine Precincts Study Prepared for Mornington
Peninsula Shire Council February 2014.
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Australian Mussel Industry Association (AMIA) website: www.australianmusselfarmers.com.au
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Department of Environment & Primary Industries. 2013. ‘Overview of the Port Phillip Bay
Commercial Wild Catch Fishery’. Retrieved from http://siv.com.au/wp-content/uploads/2013/02/PPB-
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Fishing-Flyer.pdf
Department of Primary Industries (2005). Flinders Aquaculture Fisheries Reserve Management Plan.
Fisheries Victoria Management Report Series No. 32. http://www.depi.vic.gov.au/fishing-andhunting/fisheries/fisheries-management-plans/flinders-aquaculture-fisheries-reserve-managementplan/flinders-aquaculture-fisheries-reserve-management-plan
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Department of Primary Industries. 2010. Victorian Aquaculture Strategy. Fisheries Management Aquaculture Unit, May 2010. Source: http://www.depi.vic.gov.au/fishing-and-hunting/commercial-
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fishing/fisheries-victoria-commercial-fish-production
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Department of Primary Industries. 2012. Fisheries Victoria Commercial Fish Production Information
Bulletin 2012. Fisheries Victoria, Queenscliff, Victoria, Australia
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National Aquaculture Council (NAC). 2014. ‘Aquaculture in Australia’, World Aquaculture
Conference , Adelaide 2014. Viewed at:
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http://www.aquaculture.org.au/images/downloads/Aquaculture_in_the_States_of_Australia_Final.pdf
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Nott, Matters More Consulting & GHD Australia. 2012. ‘Mornington Peninsula & Frankston Marine
Sector Feasibility Study: Prepared for Mornington Peninsula Shire Council & Frankston City Council
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REMPLAN Economy. 2014. Mornington Peninsula Shire profile data. Source:
http://www.remplanlogin.com.au/Economy/
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Tin Can Bay Tourism . 2014. Seafood Festival web site.
http://www.tincanbaytourism.org.au/events/seafood-festival
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Western Australian Tourism. 2014.
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http://www.westernaustralia.com/en/Things_to_See_and_Do/Food_and_Wine/Pages/WA_seafood.aspx
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Westernport Port Biosphere (WPB). 2013. Projects.
http://www.biosphere.org.au/projects/index.html
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