Guiding Australian Consumers to Sustainable Seafood Choices - SEAFOOD Ecolabelling: Principles and Practice - page 393

Reports, and from publicly available and readily accessible fisheries management
status reports or peer-reviewed technical papers published in the scientific litera-
ture about individual species or fisheries. The BRS Fisheries Status Report 2004
was the primary source used for wild-caught species included in the 'Say No' sec-
tion of the Guide. BRS is responsible for assessing the health of over 80 of the
main commercial species taken in Australia's nationally managed fisheries. BRS
reviews the current management arrangements for each species and the fishery from
which it is taken and makes recommendations to the Australian Government via its
Fisheries Status Reports (http://www.daff.gov.au/fisherystatus). The BRS process
currently remains reasonably independent from political interference and the Aus-
tralian Fisheries Management Authority (AFMA), tasked with managing fisheries
on behalf of the Australian Government, provides direct input to BRS to assist with
the assessments.
Other information sources, such as fisheries management committee papers or
those found in the unpublished literature were not included in the Guide because
of the difficulty in finding these papers in some instances. Such material was not
included to ensure that a standard level of information was applied consistently
across all species assessed. Regional (State- and Territory-level) assessments of
species were also not fully integrated into the Guide as they were deemed far less
independent than the assessments contained within the BRS report. In Australia,
regional assessment reports are often developed by the same agency (and usually
the same individuals) that manage the fisheries in question.

19.2.3 Target audiences

The target audiences for the Guide were:

the Australian consumer with a growing interest in the sustainability of their
seafood choices - the main target audience for the Guide;

the Australian media which offers diverse and ongoing opportunities to expose
the Guide and its concepts to a wider Australian audience;

the decision makers including fisheries managers, ministers, and Federal and
state/territory governments (local government currently has no direct role in
fisheries management in Australia); and

the seafood industry including the wild fishery and aquaculture sectors, seafood
wholesalers and seafood retailers (restaurants, fishmongers and supermarkets).

19.2.4 Measuring sticks

The following measures were used to gauge the success of the Guide:

number of Guides sold and distributed;

number of 3 Step Pocket Guides distributed;