Redevelopment of Sydney Fish Market to be completed by the end of 2012

Sydney Fish Market Pty Ltd is delighted to announce that subject to the finalisation of a Deed of Agreement with the NSW Government, a $40 million redevelopment of Sydney Fish Market will take place in partnership with the Government, over the next two years.

By the end of 2012, Sydney Fish Market will finally be able to present the site in a manner commensurate with the world class quality seafood sold there.

"In short, I'm stoked!" said Grahame Turk, Managing Director of Sydney Fish Market Pty Ltd.

"This is great news for seafood lovers and tourists.  The redevelopment will improve our visitors' experience by providing increased access to the foreshore, improved seating and public amenities, multilevel undercover parking and additional retail and wholesale outlets".

Sydney Fish Market congratulated the NSW Government in seeing the wisdom in co-investing in the future of one of Sydney's icons and an integral part of the NSW seafood industry.

"It just wouldn't have happened without Minister Macdonald's vision, energy and enthusiasm", said Mr Turk. "He has been a great advocate of the Market for many years and has appeciated the importance of this redevelopment for Sydneysiders and tourists". 

The redevelopment is also fantastic news for our tenants, buyers and suppliers", he said.  "Not only will it enable existing tenants to finally upgrade their own premises, it will provide for safer access to our weekday wholesale auction by removing interaction between the general public and trade". 

The timeline for the project means that works are intended to be completed by the end of 2012, with work commencing immediately upon planning approval.

Artist's impressions of the redeveloped site can be found at www.sydneyfishmarket.com.au under the section At The Market/Redevelopment.

SFM Leading the Way in Sustainability Research

Sydney Fish Market (SFM) has recently entered into a partnership with Fisheries Research & Development Corporation (FRDC) which sees the two organisations embark on a project aimed at educating the community about effective fisheries management.

Titled 'Utilising Existing R&D to Develop and Document Sustainability Factsheets on Key Species', the project uses the latest fisheries research available to provide clear messages to the wider community about the industry's long term sustainability and to demonstrate the effectiveness and commitment of Australian fisheries in managing commercial fish stocks to international standards of sustainability.

The stated objectives of this ground-breaking project include:

•	to review and analyse the necessary and appropriate scientific material to document the sustainability status of key seafood species
•	to synthesise the information into a format that is both accessible to, and understandable by, the general public
•	to establish a robust methodology for producing a series of 'factsheets' for public distribution and use by the media

The project utilises the expertise of Emeritus Professor of Fisheries Bob Kearney (PhD, DSc, AM) from the University of Canberra, and Dr Paris Goodsell, a specialist in marine ecology from Sydney University. This collaborative approach to research between fisheries science, marine ecology and Sydney Fish Market ensures that the findings and the resulting messages to the wider community accurately address the scientific concerns of all parties and are presented in such a way as to be clearly understandable by the general public. 

In addition to his work at the University of Canberra, Professor Bob Kearney is Chairman of the Research Committees of the Hermon Slade Foundation and the Australia and Pacific Scientific Foundation.

Professor Kearney's previous positions include Director of the Skipjack and Tuna Programs for the South Pacific Commission, Chief Scientist of the Inter-American Tropical Tuna Commission, Director of the NSW Fisheries Research Institute, Professor of Environmental Sciences and Head of School of Resource, Environmental and Heritage Sciences at the University of Canberra and Chairman of the Board of the WorldFish Center based in Malaysia. His current research projects include assessment of Australia's future supply and demand for seafood and improving the standard of science used to underpin natural resource conservation and allocation.

Dr Paris Goodsell comes to us from the Centre for Research on Ecological Impacts of Coastal Cities at the University of Sydney. Her research has included assessment of the ecological effects of human impacts such as trampling and habitat destruction/fragmentation on coastal environments in Sydney.

Species sheets which have already been developed to draft status as part of this project include Orange Roughy, Yellowfin Bream, Yellowfin Tuna, Blue Swimmer Crab and Snapper, with a further seven in progress.

As part of the dissemination of information to the broader community, FRDC will provide these factsheets as story options for radio and television programmes and other media opportunities. In addition, the project works with industry to develop marketing tips, punchy short statements and media releases which further convey key messages around sustainability and effective fisheries management.

This crucial project uses scientifically defensible information to support and promote the sustainability of the Australian seafood industry in a proactive manner, putting the industry on the front foot with regards to this most important subject.

For further information regarding this project, contact Bryan Skepper on (02) 9004 1102.

Peter Stevenson the Man to Take Market Pride® Forward

Market Pride®, Sydney Fish Market's range of premium, value-added seafood products has a new Business Manager at the helm. Peter Stevenson, a man with both national and international seafood industry experience, joined the SFM team in March.

In recent months, Market Pride® has undergone some important changes to its strategic direction including the brand's launch into foodservice and continued expansion into key retailers including Thomas Dux, IGA, Harris Farm Markets and De Costi Seafoods stores.

Learning his trade in Aberdeen, Scotland, Peter started his career as a Fisheries Biologist and Seafood Technologist in the mid 1970's. In 1985, he relocated to Tasmania as a government fisheries advisor before venturing into the private sector to develop packaging materials specifically designed to work with moisture and temperature sensitive seafood products.

Making his way back to the UK in the early 1990's, Peter continued his work in the development of innovative packaging for seafood products, which became the standard for seafood packaging, storage and distribution. Peter's designs are still widely used in the seafood industry today.  

Since returning to Australia in 1996, Peter has worked with some of the seafood industry's largest players and has assisted some of Australia's blue chip seafood companies in bringing packaged seafood products to market, as well as assisting with seafood shelf life optimisation.

When asked what the year ahead holds for Market Pride®, Peter's response was positive.

"We have set ourselves some ambitious sales targets for financial year 2009/10... successfully reaching these targets will go a long way to securing Market Pride's future profitability and sustained growth. So far the results have been encouraging, and we look forward to continuing this upward trend." 

Market Pride's Strategic Plan for 2010/11 paves the way for future growth of the brand, expansion of the range and increased distribution.

Led by Peter Stevenson, Market Pride® is currently working closely with the Australian Seafood Cooperative Research Centre (CRC), Australia's first entity to stimulate and provide comprehensive seafood-related research and development and industry leadership on a national basis to companies within the seafood industry keen to capitalise on market trends.

"Through Market Pride® and with the help of the CRC, we aim to ensure that Australian seafood is more accessible to the end consumer, thus becoming a regular part of their weekly diet rather than a 'special occasion' meal" said Peter.

Welcome to the SFM team Peter!

SFM's Easter Egg-stended Trading Event a Cracker!

Retailers at Sydney Fish Market (SFM) are jumping for joy after another successful Easter Extended Trading event.

The final SFM wholesale seafood auction before Easter commenced at 4.30am on Thursday, 1 April with hundreds of registered Buyers stocking up for the large crowds expected over the Easter long weekend. Within a couple of hours, Sydney's freshest seafood was lining the shop windows of seafood retail outlets all over New South Wales, with the first eager Easter shoppers embracing the fantastic variety of seafood goodies on offer. 

This was nowhere more apparent than onsite at SFM, with retailers trading all long weekend from Thursday through to Easter Monday, including extended trade between 5am - 5pm on Good Friday. SFM's retailers were busy little bunnies, trading over 100 species of fresh seafood throughout the weekend.

A flat rate of just $3 in the car park on Easter Thursday and Good Friday ensured a steady stream of cars made their way through the boom gates at SFM, with NSW Police managing traffic flow into and out of the site. St Johns Ambulance were also on hand to ensure that one of SFM's biggest annual events went off without a hitch.

A rainbow of customers painted the SFM walkways holding kilos-upon-kilos of fresh seafood in eskies and carry bags. Baskets were full to the brim with a wide selection of seasonal seafood catch, making it hard to believe there'd be any room for chocolate eggs this Easter.

"Seafood and Easter is a marriage made in heaven" said Louise Shaw, SFM Marketing &
Communications Manager.

"There is an abundance of some of the most fantastic seafood seasonably available and at its peak in March and April".

"The long weekend is a time to be thankful for what we have and dining over delicious seafood with family and friends is a great way to do just that".

A whopping 50,000 customers are estimated to have visited SFM's retailers over the extended trading period. In addition, a throng of media outlets from all over Sydney, including the Today Show, The Kerry-Anne Show, Sunrise and the Morning Show, converged on the Market eager to capture the excitement and atmosphere of one of Sydney's most beloved Easter localities.

It is estimated that over 650 tonnes of seafood was traded at SFM in the lead up to Easter and over the long weekend, with approximately 60% being finfish, including favourites such as Snapper, Pink Ling, Atlantic Salmon, Farmed Barramundi and Yellowtail Kingfish. The remaining 40% included much-loved molluscs and crustaceans, such as Farmed Black Tiger Prawn, Baby Octopus, and Pacific and Sydney Rock Oysters.

"The preference for fish, particularly on Good Friday, comes from the Christian tradition of Lent, but over the years we have found that shoppers are increasingly purchasing a variety of seafood, including crustaceans, to add to their Easter menu" said Gus Dannoun, SFM's Supply Manager.

SFM is also currently hosting it's acclaimed Get Fresh with Fish seafood cooking demonstrations at the Sydney Royal Easter Show, held at 1pm everyday of the show (1 - 14 April).

Located in The Australian Woman's Weekly Taste of the Show Theatre Kitchen in The Woolworths Fresh Food Dome, Get Fresh with Fish is SFM's free interactive seafood cooking demonstration.

Learn how to store, prepare and cook scrumptious recipes, using affordable Australian seafood species. Find out about SFM's Market Pride® range of delicious, value-added seafood products.

So buy your show ticket now and come visit the team from Sydney Fish Market... home of Sydney's freshest seafood!

For more information, visit www.sydneyfishmarket.com.au

OceanWatch Update

OceanWatch Australia's Tide to Table program was established in 2004 to find real 'on-ground' solutions to improve water quality, rehabilitate fish habitat and help build resilience in the marine environment.

The program was named Tide to Table as a reminder that actions on land influence our waterways, particularly in the estuarine zone which in turn affects the seafood that is available to Australians.

Without healthy, connected habitats of saltmarsh, mangroves and seagrass, marine life has nowhere to eat, breed or shelter. Shellfish harvest areas require good quality water so that aquaculture producers can supply high quality oysters, mussels, scallops and other shellfish to consumers.

Tide to Table not only focuses on the immediate actions to improve our environment, but also the long term goal of changing the behaviour and practices which have led to these problems. This is done by:

•	Running connectivity tours within catchments (groups on buses and boats out learning about the catchment and local industry)
•	Producing easy to understand signage that links behaviour to a response where an issue exists
•	Holding skills workshops for local government
•	Creating educational displays targeting seafood consumers and non-English speaking visitors to Sydney Fish Market
•	Creating displays which highlight how catchment land use affects downstream users, particularly the local seafood industry

The Tide to Table program has recently acquired funding for five rehabilitation sites surrounding Sydney's Georges River under a Commonwealth Government 'Caring for our Country' grant. 'Caring for our Country' is a federal government initiative that funds environmental management of natural resources. The grant aims to support communities, farmers and other land managers to protect Australia's natural environment and sustainably produce food.

As well as on-the-ground rehabilitation projects, such as that on the Georges River, Tide to Table focuses on educational projects which address consumer behaviour and attitudes which impact marine habitat and water quality. One such example includes work that has recently been carried out with non-English speaking groups from around Sydney. Working with bilingual educators, the Tide to Table team has recently run short workshops discussing topics such as the requirements of healthy marine species, need for good water quality, impact of toxins, imported seafood vs. local produce, and dispelling myths associated with marine ecosystems and seafood consumption.

This culminated in an art exhibition named 'Fishy Tales' which took place in November 2009 and featured textile tapestries, watercolours and photographs provided by local artists. The exhibition included small cardboard fish that workshop participants decorated with messages of what they had learned, recipes and their thoughts on the subject of maintaining healthy marine ecosystems. Displayed in a giant mobile these are a reminder that we all have something to contribute. The Tide to Table team hope to host 'Fishy Tales' again next year and aim to double the number of participants who took part in this project.

For further information, visit www.oceanwatch.org.au.

Congratulations to Louise and Jon Shaw!

On Friday, 19 February Louise Nock, SFM's Marketing & Communications Manager married Jonathan Shaw in a small ceremony witnessed by friends and family at St James Church, Turramurra. A reception followed at The Loft, Doltone House, Jones Bay.

The Team at Sydney Fish Market wish Louise and Jon all the happiness and good fortune for the years to come.

Louise has since taken her married name and her new email address (Louise Shaw)
louises@sydneyfishmarket.com.au