Sydney Fish Market has launched an online seafood marketplace called SFMblue aimed at improving seafood trading using technology.

The website connects seafood suppliers with buyers across the eastern seaboard, offering flexible payment methods and transparency with market pricing and supply. 

One feature, Reverse Marketplace, allows customers to submit a request to suppliers if they can’t find a specific product they are looking for and accept bids in return.

Greg Dyer, Sydney Fish Market’s CEO, said the business has combined “decades of expertise” to “revolutionise the seafood industry” with this new technology. 

“This is just the start and through ongoing development and consultation we plan to continue to grow and evolve SFMblue to maximise the benefits for users,” he said.

State agriculture minister Dugald Saunders described the trading platform as a “game-changer” for the industry, adding: “This online expansion will put the power back in the hands of buyers and sellers, allowing them greater access to some of the best seafood in the world.”

The trading platform was developed by ShoreTrade technology and received financial backing from the NSW government.