Allens advises Sydney Fish Market on new digital trading platform

Technology & Outsourcing

Allens has advised Sydney Fish Market on its leading-edge digital transformation project, culminating in the launch of its new digital trading platform, SFMblue.

SFMblue was delivered through a partnership between the historic Sydney Fish Market and fast-growing, innovative technology company, ShoreTrade. The new online marketplace will allow for round-the-clock trade, and has the potential to double Sydney Fish Market's current annual sales of $165 million, or approximately 13,000 tonnes.

'We are so pleased to have helped Sydney Fish Market partner with a leading technology provider in ShoreTrade and to take the trading of seafood products onto a brand new online marketplace,' said Partner Gavin Smith.

'At 70 years young Sydney Fish Market isn't standing still. This a great example of a traditional, physical marketplace moving into the digital environment, opening new channels to market for producers and new purchasing options for buyers.'

'We're very proud to be launching SFMblue. We are grateful to our project partners, including the whole Allens team, who helped us get to such an important milestone in our digital transformation journey. The Allens team's experience in complex digital projects, and partnerships with high-growth technology startups, was key to helping us get to this stage,' said Michael Guilday, General Counsel and Head of Property at Sydney Fish Market.

Allens legal team

Technology, Media and Telecommunications

Gavin Smith (Partner), Lauren Holz (Senior Associate), Leah Wickman (Senior Associate), Courtney Ferguson (Law Graduate)


Rob Walker (Partner), Annie Cao (Senior Associate)


Tom Tian (Managing Associate), Tamar Ruiz (Associate)

Notes for editors.

Allens is a commercial law firm working throughout Australia and Asia. Through its integrated alliance with Linklaters it provides clients access to 40 offices in 28 countries around the world.