Healthy oceans are essential to our way of life.

Geraldton Fishermen’s Co-operative (GFC), in collaboration with world-leading sustainable fisheries non-profit the Marine Stewardship Council (MSC), launched a unique, eye-catching new lobster transport truck design during Geraldton’s Blessing of the Fleet in October 2023.

Nearly 400 creatively minded primary school students from around Western Australia answered the call to submit a design that celebrates ‘WA rock lobster and the clean, blue ocean we love.’

We selected three entry finalists to have their designs inspire the artwork affixed to one lobster truck used to transport Geraldton Fishermen’s Co-operative lobster between Geraldton and Perth.

The winning finalists are primary school students from communities where we operate and WA’s iconic rock lobster is caught, namely in Geraldton, Dongara and Fremantle. Amber, 11, Coden, 10, and Jordan, 8 years will be recognised for their award-winning designs with $500 donations to their schools and some commemorative merchandise celebrating their design.

Around 65 primary schools and learning centres participated in the design competition. Teachers and parents had the opportunity to use MSC’s ocean-themed education materials from their Saltwater Schools program to enhance children’s understanding of sustainable fishing practices and the importance of looking after our ocean.

WA is a pioneer in world-class sustainable standards set by the MSC, and Western Rock lobster is the first fishery in the world to be independently certified as sustainable by the Marine Stewardship Council in 2000. The colourful truck design recognises the long-standing and continuous sustainability credentials of the Western rock lobster industry, helping to ensure the health and future of one of WA’s most iconic seafood fisheries.

It’s estimated the colourful truck will spread its sustainability message to hundreds of thousands of motorists each year as it travels between Geraldton, Fremantle, and Perth.

Congratulations to our finalists and to everyone who submitted an entry. Look out for the colourful Sustainability Lobster truck on the highways between Kalbarri in the north and Mandurah in the South.