Led by Blueshift, Curtin University, and Fins Seafood, this project's mission was to revitalise the commercial herring industry by identifying value-add products and developing a marketing strategy to increase returns to fishers. Through extensive market research, product development, and consumer engagement, Blueshift aimed to reaffirm the presence of Australian Herring in both domestic and potential export markets. By focusing on sustainability, profitability, and value-added utilisation, Blueshift sought to unlock the full potential of this valuable seafood resource.