New Clarence River Fishermen’s Co-op boss Danielle Adams gets playful with delicious Yamba prawns.
New Clarence River Fishermen’s Co-op boss Danielle Adams gets playful with delicious Yamba prawns. Rodney Stevens

Danielle hooked on new job

WHEN Danielle Adams landed a big flathead as a seven year-old she never thought more than three decades later she would become general manager of the Clarence River Fishermen's Co-op.

Memories of that day came flooding back recently when the fishing-loving former Central Coast girl saw a photo of herself with her prized catch shortly after landing the top job in mid-August.

"I saw a photo that a girlfriend sent me and I looked at it and said 'Oh gosh I have come full circle'," Ms Adams said.

"But I feel as a whole this is the industry I probably should have been in all along."

After more than 20 years in the motor industry, both in dealerships and in software development, Ms Adams said she was enjoying swapping cars for crustaceans.

She said the experience gained working with international software company Reynolds and Reynolds, in locations including Beijing, Thailand and The Philippines was an asset in her job.

"Everything I had achieved overseas just flowed into this business," she said. "Everything from the business fundamentals learnt in the domestic market through to my understanding of the export market."

Although she enjoyed some aspects of living on the Gold Coast for 20 years, Ms Adams said she loved living in the Clarence Valley.

"I really enjoy the feeling of being part of the community; I feel settled and at home."

With a quick industry overview courtesy of the co-op's close relationship with the Sydney Fish Markets, after two months in the job Ms Adams said her energies and focus were needed on the core business of the co-operative - getting back to the grass roots of what's important to the business: selling quality, fresh, great-tasting seafood, increasing the Clarence River's profile within the seafood industry and getting excellent returns for the both co-operative and its members.



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