Geraldton Fishermen?s Co-opertaive Ltd. (GFC) was started by a group of Western Rock Lobster fishermen in 1950, who sought to deregulate an uncompetitive processing industry. The ?Brolos? brand name is now synonymous with premium lobster product ? and was named after the Abrolhos Islands located 50km off the coast of Geraldton, Western Australia. Improved marketing initiatives combined with a heavy focus on research and quality control has allowed the Brolos brand to enjoy a reputation for superior taste and quality by customers around the world. When total catch figures were higher, industry export value for Western Rock Lobster peaked at approximately $300 million in the early 2000?s, making it one of the most valuable fisheries in Australia. GFC receives approximately 50% of the Western Rock Lobster industry intake.