Deal: The new trading platform, SFMblue, was delivered through a partnership between the historic Sydney Fish Market and fast-growing, innovative technology company, ShoreTrade. 

Value: N/A.

Area: Technology.

Key players: The Allens team was led by partner Gavin Smith and supported by senior associate Leah Wickman and law graduate Courtney Ferguson in the technology, media, and telecommunications team.

Partner Rob Walker and senior associate Annie Cao supported the transaction as part of Allens' competition team. 

The tax team consisted of managing associate Tom Tian and associate Tamar Ruiz. 

Deal significance: 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.

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“At 70 years young, Sydney Fish Market isn't standing still,” said Mr Smith.

“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 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 Mr Smith.

“We're very proud to be launching SFMblue,” said Michael Guilday, general counsel, and head of property at Sydney Fish Market. 

“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 start-ups, was key to helping us get to this stage,” he said.