Clarence Riven Green Prawn Market Diversification Assistance Measures

The Clarence River Region, renowned for its high-quality prawn markets, navigated profitability during COVID-19 by pivoting towards the lucrative bait market, ensuring regional stability amidst consumer market challenges. However, recent restrictions on uncooked prawn trade threaten industry stability, necessitating immediate action through market research, diversification, and activation efforts. The PFA has identified pivotal market connections to engage high-end chefs, aiming to explore alternative market opportunities compliant with quarantine standards. This initiative includes conducting market trials, enhancing online presence, and equipping industry with necessary skills. The goal is to establish new supply agreements in alternative markets, alleviating pressure on existing cooked prawn markets and safeguarding regional economic resilience.