This project enables the Australian Council of Prawn Fisheries Ltd (ACPF) to co-ordinate, commission and extend its RD&E investments under the 2016-2020 Industry Partnership Agreement with Fisheries Research and Development Corporation (FRDC), to shore up its promotional strategy, build on its outstanding sustainability score card and achieve stronger social license. The project follows the success of a previous Seafood CRC project in which ACPF participated in consumer research partnerships, agreed on a marketing proposal and began a promotional campaign with industry funds.