Since the early 1990s, Humpty Doo Barramundi has been pioneering sustainable and scalable fish farming in the remote Northern Territory. Now, this family-run farm is producing 130 tonnes of fish each week, and it's ready to deliver quality Australian produce to North Asia and beyond.
According to CEO Dan Richards, Humpty Doo accounts for about half of the barramundi produced in Australia and half the seafood from the Northern Territory.
The farm's award-winning saltwater wetland system creates an optimum growing environment, while also prioritising the environment and sustainable farming. High water quality also allows for the volumes, quality and consistency required for export.
Since 2018, Humpty Doo has gradually increased sales in Singapore, Hong Kong, the Middle East, the US and, most recently, Japan. In the past 12 months, export sales have increased by 100%.
'We're targeting premium, discerning markets and consumers in cosmopolitan hubs,' Richards says.
'People in these markets appreciate a high-quality Australian product that consistently delivers a great eating experience, with an amazing provenance story, sustainability credentials and backed by the food safety and standards that characterise Australian produce.'
Entering Japan with Austrade support
January 2025 marked the 10th anniversary of the Japan-Australia Economic Partnership Agreement (JAEPA). Since its inception, the partnership has almost doubled the value of exports to Japan, which now total more than $90 billion. Under this agreement, barramundi imports into Japan are free of customs duty, strengthening Australia's competitiveness.
Richards has long had his eye on Japan as a potentially lucrative market. In March 2025, Humpty Doo exhibited on the Austrade stand at FOODEX Japan, one of the nation's largest and most established food and beverage trade shows.
As a direct result, the business secured commercial opportunities throughout North Asia, including an exclusive contract to supply the Australia Pavillion at World Expo 2025 in Osaka, from May to October 2025.
Just a month into the contract, Richards has had to increase the volumes and frequency of shipments, due to demand. The exposure is also leading to new and ongoing opportunities.
'The Osaka World Expo is creating the pull we require to develop new markets, but it's only running for a finite time. So, we're looking to add restaurants and other businesses to our long-term Japanese market,' he says.
'The demand has established the supply chain. We're now working to grow it far beyond the Expo.'
Richards almost entirely attributes Humpty Doo's recent success in Japan to the company's presence at FoodEx, and to Austrade support.
Austrade has created connections and introductions that have been 'an integral part of our Asian export success', he says.
'The Austrade team is very professional and committed, and that's what it takes to find the right connections. And if they haven't already had those connections, they've gone above and beyond to create new networks to support our success.'
Humpty Doo's premium, sustainably farmed barramundi is loved by customers around the world. International appetite for Australian produce
The strong export appetite for Humpty Doo Barramundi is no real surprise to Richards.
The farm's 20 kilometres of saltwater wetland channels naturally filter and clean the water, ensuring healthy fish and consistent high quality, with minimal environmental impact. Australian barramundi is naturally high in protein and omega-3, and contains zinc, vitamin D and complex B vitamins.
'We're coming from a clean environment in a low-populated area,' says Richards. 'We've got the Australian food standards and a tasty product that's healthy. Why wouldn't you eat it?'
This is an iconic native animal farmed in an iconic Australian landscape. This narrative, along with the sustainability story and Australia's reputation for quality food, plays well overseas.
At the same time, barramundi is suited to a range of cooking styles. It can be served on a sushi platter; steamed with veggies in spicy sauce; or plated up Western-style with crispy skin and hot chips on the side.
'It's a really versatile product that fits into a lot of markets,' Richards says.
Australia vision on the world stage
Richards has been working full-time in the family business for 18 years, and it's now 30 times bigger than when he started.
Looking back, he can't quite believe how far the business has come, or what the founders (including his father and father-in-law) set into motion.
'They were visionary in terms of the potential they could see, and also incredibly tenacious to realise that opportunity,' says Richards.
'It makes us proud to see our family-owned and Territory-grown Humpty Doo barramundi featured at fine-dining restaurants around the world. It's pretty amazing.'
Now, Richards is focused on continuing that growth, responding to demand from sophisticated markets all over the world.
'There is a huge opportunity here to expand international trade and introduce Australia's most iconic fish to more people around the world,' he says.
'At Humpty Doo Barramundi, we're consistently producing top-quality fish, year-round, and most importantly, we have the capacity to meet that demand. We think our relationship with Austrade will be critical to the success of this endeavour.'
