Western Rock Lobster – Early Days

From the early 1900's the Western Rock Lobster industry was controlled by a small group of factories that purchased the fishermen's product at the lowest possible price, processed the lobster and then sold to various markets – predominantly the USA.

Often referred to as "canneries", these processors 'canned' the lobster and exported overseas. Most of the sales were consigned to fulfil defence force contracts.

Developing US Market

Post War, American consumer palettes evolved demanding a sophisticated product than canned crayfish. WA fishermen implemented more select grading standards and quality control mirrored from the South African industry with the intention of gaining a market share in the lucrative US Tails market.

1949 – 1951

A small group of fishermen located in Geraldton floated the idea of a northern co-operative, with the intention to deregulate the industry controlled by the factory owners, increase returns on their catch and develop greater marketing efficiencies.

Jan 1951

The Geraldton Fishermen's Co-operative office building and plant completed.

May 1951

The first shipment of Brolos brand Western Rock lobster was processed.

1952

Geraldton Fishermen's Co-operative was one of ten lobster processors operating in Western Australia. GFC had begun to establish itself as an innovative processor offering a range of frozen lobster tail products to the United States as well as servicing Co-op fishermen and members with various services (pot leasing, marine brokerage, financial advice/ assistance).

1954/ 1955

Early research indicated that the developing Asian economy may provide a new export opportunity for GFC and Western Rock lobster, and the potential to diversify product offerings. Early trials of whole cooked lobster were sent to Singapore and Japan.

1950's – 1960's

Through the 1950's and 60's GFC continued to be on the precipice of an evolving rock lobster industry. The timing of the Co-op and the over-riding strategic intentions to effectively service fisherman and provide innovative/ efficient marketing strategies were intrinsic in development the Western Rock lobster as a brand on the global stage. The industry had undergone a chrysalis; from a one-dimensional mass marketed lobster cannery to a professional and innovative industry.

Early 1960’s

As part of a strategic initiative to diversify processing capabilities, GFC experimented with catching/ processing prawns and scallops along the mid-west coast during rock lobster fishery closures.

1977

Export opportunities for Japan were once again revisited with the assistance of Austrade and seafood sales networking. Trial shipments of whole boiled lobster and live lobster were sent to a small group of importers to establish market interest in this foreign seafood delicacy.

1979

Geraldton Fishermen's Co-operative's recent building additions (including office facilities, cold storage premises, bait-rooms and staff amenities) were officially opened by HRH The Prince of Wales on March 14th 1979.

1980

The desire to minimise lobster waste from whole frozen and tail processing saw the introduction by GFC of a technique to crush previously disposed of 'waste material' and use as lobster paste. Brolos lobster paste proved to be a desirable lobster flavour enhancer in Japan for an assortment of seafood extract products.

1982

GFC extended its' commitment to servicing fishermen's needs by building their own marine travel lift in Geraldton. GFC members received a discount for using the marine lift which provided a convenient and reliable service for fishermen wanting to take place their vessels on hard-stands during the non-fishing season.

1983

Geraldton Fishermen's co-op purchased a helicopter and a plane to assist in creating a reliable system of infrastructure to those fishermen based at the Abrolhos islands.

1985

The very first live lobster exports from Geraldton Fishermen's Co-operative were shipped to Japan.

1987 – 1988

Taiwan importers expressed interest in Brolos brand live lobster and whole frozen product. The taste and quality of the Western Rock lobster proved to be very popular in Taiwan and soon export figures to this "Tiger Economy" would eclipse that of the Japan market.

1987

To ensure that GFC was strategically positioned to take advantage of emerging export market product preferences a new live lobster holding facilities was built at the end of the Geraldton wharf. The state-of-the-art facilities were designed to ensure an optimum holding environment for the Brolos lobster, capitalising on the developing market preference for premium quality live lobster.

1990 – Onwards

GFC's commitment to improving the live lobster processing technique continued through the 1990's. Every step in the process - from fishermen's boat to end-user was analysed (and adjusted if necessary) to ensure optimum arrival condition for clients. Advancements in the live lobster process necessitated the expansion (and later relocation) of GFC's live lobster holding facilities in 1993 and again in 1997.

1992

Geraldton Co-op became the first lobster processor in Western Australia to have its' own research and quality department.

1993

Geraldton Co-op becomes the first Australian processor to export live lobster to China-mainland.

1996

A milestone in GFC's operating history was achieved; a turnover in excess of AU$100,000,000.

2000

Western Rock lobster industry was accredited with the Marine Stewardship Council award for sustainability.

Early 2007

Geraldton Fishermen's Co-operative opened its' upgraded live lobster holding facility in Fremantle, firmly establishing GFC as one of the largest industry processors.

September 2007

Geraldton Fishermen's Co-operative announces the acquisition of former competitor Westar Lobster's processing sites and facilities. This purchase effectively doubles GFC's infrastructure, intake and member numbers – ~64% market share of the Western rock lobster industry.

2007/2008

The 'Brolos Gourmet' product portfolio is launched. The Brolos Gourmet range extends on traditional lobster offerings with a heavy focus on tailoring a range of specialised lobster products for various commercial applications.

2008

A milestone in GFC's operating history was achieved; a turnover in excess of AU$200,000,000.

April 2010

Geraldton Co-op achieves a top-20 ranking in the prestigious WA Business News list of West Australia's largest export companies.

June 2010

Announcement from the WA Department of Fisheries that the WRL industry will switch to a quota-catch system, GFC is willing to contribute its' part to guarantee a sustainable and long-term successful fishery for generations to come.