Elements and Performance Criteria

The range of variables places the competency in context and allows for differences between enterprises and workplaces, including practices, knowledge and requirements. The range of variables also provides a focus for assessment and relates to the unit as a whole. The following variables may be present.

Industry sectors:
· other fisheries, including fishing charter operations
· vessel operations
· fisheries compliance
· aquaculture
· post harvest:
· transport and distribution
· wholesaling, retailing
· processing.
· importing, exporting, trading, marketing
· Indigenous Australian fishers.

Products:
· live and dead seafood
· fish and related products (e.g. roe)
· shellfish and related products (e.g. pearls)
· reptiles and related products (e.g. skins)
· crustaceans
· miscellaneous invertebrates
· seaweed and algae
· manufactured foodstuffs (e.g. soups.)

Equipment:
· fishing gear
· vessels
· aquacultural machinery and equipment
· manufacturing, processing and refrigeration equipment
· retail equipment
· communication equipment, including computers
· safety gear and protective clothing and equipment
· packing and storage equipment and containers.

Supply chain:
· cultivate, grow/culture
· harvest or catch
· transport and storage
· process
· auction/wholesale and retail
· consumption.

Organisations:
· relevant government departments
· statutory authorities such as the Fisheries Research and Development Corporation
· professional and industry bodies including the Australian Seafood Industry Council, Seafood Training Australia, industry training advisory bodies, Seafood Services, Australia
· cooperatives, marketing bodies and associations
· export promotion agencies such as the Exporters Club
· employer associations
· unions
· fisheries management committees and advisory groups
· conservation and environmental organisations such as the Nature Conservation Council and the World Wide Fund for Nature
· schools, RTO's and industry training centres
· recreational fishing groups
· research organisations
· political organisations.

Work practices and policies:
· industrial awards, enterprise bargaining agreements, share of catch agreements and individual workplace agreements and contracts
· equal employment opportunity
· workers compensation
· jurisdictional variations
· superannuation
· disability policies and practices
· Occupational Health and Safety (OHS).

Legislation and regulations:
· fisheries licensing, regulations and legislation (Commonwealth, State and Territory)
· marine, harbour and boating
· marine safety, including the International Convention for the Prevention of Pollution from Ships (MARPOL 73/78)
· native title and land claims
· marine park
· environmental, including the environmental protection, biodiversity and conservation acts
· fuelling and bunkering
· quarantine legislation, and the import and export requirements of the Australian Quarantine Inspection Service (AQIS)
· OHS standards
· taxation
· access and equity
· safe food and Food Standards Australia New Zealand
· manning regulations
· Exclusive Economic Zone (EEZ)
· international agreements.

New developments:
· technological change
· new products, markets, processing, packaging and equipment
· legislative and resource management changes
· political issues and proposed policy changes
· research findings.

Quality and environmental requirements:
· enterprise standard operating procedures and quality assurance systems
· industry or sector codes of practice
· legal or regulatory requirements such as legal limits and quotas
· personal hygiene
· food safety -state and territory food regulations, ANZFA requirements
· hazard and critical control point analysis, food safety plans
· animal welfare such as live boiling of crustaceans
· ecologically sustainable fisheries requirements such as population dynamics, fishing impacts, management strategies.

Information (monitoring and dissemination):
verbal information (face-to-face and telephone)
· written information (electronic, memos, reports, newsletters, surveys, media releases, posters and brochures)
· discussion of issues:
· with industry groups and government representatives
· at port, sector, cooperative and community meetings.

Each unit of competency has an evidence guide that relates directly to the performance criteria and the range of variables. Its purpose is to guide assessment of the unit in the workplace and/or training program. The following components provide information to assist this purpose.

Underpinning knowledge
The essential knowledge and understanding a person needs to perform work to the required standard include:
· sectors in the seafood industry and supply chain
· commercial fisheries, species and correct marketing names, product, working regime, typical equipment used and unique aspects relevant to sector or geographic area
· key processes or steps in the seafood supply chain
· links between and interdependence of key processes in the seafood supply chain
· processes for identifying stakeholders and opinion leaders
· key seafood industry political processes and stakeholders, including individuals, interest groups and organisations
· employment and workplace safety legislation and regulations that impact on the seafood industry
· basic environmental and resource management procedures, regulations and codes of practice relevant to the specific sector within the seafood industry
· ecologically sustainable development principles and practice such as Environment Australia protocols
· scientific and economic concepts relating to fisheries management, including maximum sustainable yield, maximum economic yield and technology creep
· sustainable energy principles and practices relevant to area of work
· major historical events that have shaped the industry over time
· new and emerging processes, technology and quality/environmental requirements
· national and international policy approaches to production, processing, marketing, resource management and research
· changing customer expectations and buying patterns
· price movements and seasonality of competing products and supplies
· methods of disseminating information to best effect.

Practical Skills
The essential skills a person needs to perform work to the required standards include:
· tapping a wide range of sources of information
· researching industry information
· analysing the relevance, accuracy and shortcomings of information and discerning trends, issues and implications
· assessing the risks and opportunities implicit in new information
· explaining complex ideas to a wide range of audiences
· writing clear, plain English summaries of industry information
· identifying target groups that can use industry information to good effect
· presenting and distributing information to stakeholders using effective strategies.

Critical aspects of competence
Assessment must confirm the ability to:
· demonstrate a current, working knowledge of industry sectors, organisations and representatives and political processes
· build knowledge by researching information from a wide range of sources on key matters relating to industry
· analyse information for gaps, accuracy and industry significance
· be proactive by recognising threats and opportunities affecting the industry
· provide timely and appropriate information and advice to key stakeholders.

Interdependent assessment of units
This unit may be assessed with any other leadership units.

Context of assessment
Assessment is to be conducted in the workplace and in a simulated work environment.

Method of assessment
The following assessment methods are suggested:
· interview and oral questioning
· observation of an oral presentation by the candidate
· review of articles, reports, advice and other industry information written by the candidate
· feedback from stakeholders regarding accuracy, timeliness and relevance of information provided by the candidate
· review of a project that describes the candidate's research and analysis of a topic or issue.

Resources required for assessment
Resources may include:
· copies of relevant legislation and regulations
· copies of fisheries management or research reports.

This competency in practice
Industry representatives have provided storylines to illustrate the practical application of each unit of competency and show its relevance in a workplace setting.

'Developing a broad industry view'
The new Chair of a Fisheries Management Advisory Committee noticed that some committee members were only interested in discussing wild catch issues. They could not see the importance of the entire supply chain (i.e. processing, quality assurance, marketing and even the consumer!) to their sector. She quickly realised that she needed to "raise their eyes above the edge of the boat" and help them to become more strategic in outlook.

Her challenge was to find a way of introducing a customer chain focus in the committee's discussions.

Firstly, she invited a restaurant owner to talk about product quality from a buyer's perspective. She then brought in a marketing consultant to discuss brand names and sought advice about the structures needed to access export development grants.

Once the committee realised that whenever a consumer has a bad experience with crustacean there is a long term impact on buying patterns and price, they were ready to address quality assurance issues. For example, the committee has encouraged suppliers to monitor the temperature of their product all the way to market in order to pinpoint where and when problems occur.

This leader recognised the urgent need to develop a broader and more strategic industry focus among committee members before they could operate in the best interests of their industry sector. By introducing a strong consumer perspective to discussions, she improved the quality of the committee's advice and also enhanced the external credibility of the committee.

Using "recipe cards" to promote a positive industry image
Oceanwatch is a non-profit organisation funded by the seafood industry of New South Wales. It works to protect and restore fish habitats and promote sustainable fisheries by providing advice to the industry and lobbying governments. It also educates the public about the many initiatives the industry is taking to protect the marine environment.

The Executive Director at Oceanwatch is faced with the ongoing need to counter the widely held community view that the fishing industry is exploiting a shrinking resource. Two big challenges are, "What do you say?" and "How do you get your message out cheaply?"

In finding a solution, he looked at the approaches used by other industries both in Australia and overseas. He also noted that the industry's main point of contact with the public is via fresh seafood and take-away shops. There is also a growing public interest in recipes and cooking and lifestyle programs.

He decided to distribute simple information widely and cheaply using the recipe cards produced by the Australian Fish Merchants Association. These recipe cards already contained simple health messages like "Fish Is Good For You" and it was a simple step to include environmental messages like "Protect Fish Habitats" and "Improve Water Quality".

After getting the idea, he then had to "sell" it to those fishers and merchants who were nervous about drawing attention to environmental issues and to the retailers who would distribute the cards. Success is on the way. The first cards were circulated in November, 2000.

This leader was able to develop a cheap and effective strategy to highlight the industry's commitment to tackling environmental issues of concern to both fishers and the wider community.