The recent market failure of wild-caught Barramundi has seen the price to fishers fall to an all-time low. Anecdotal information suggests that this failure is, in part, from a lack of development in packaging, presentation and grading of product, and has seen demand from the foodservice and hospitality sectors decline over time. In addition, there is no product differentiation between wild-caught product and competitors (Australian farmed and imported barramundi) particularly at the consumer level. There is also very little understanding among consumers about the difference between wild and farmed barramundi. This investment will; Research the food service and hospitality sectors to gain insights into the drivers and barriers in demand for wild caught; Document new packaging, presentation and quality requirements needed in order to improve market share for wild caught barramundi; Identify and document resources that can be used by barramundi fishers to develop, trial and evaluate new product packaging formats, product presentation and quality requirements; and develop and extend a wild barramundi market development and positioning strategy.