ii taller alianza eco-region caribe sur / mizc.promoting sustainable seafood

The best environmental choice in seafoodThe best environmental choice in seafood

Promoting Sustainable Seafood

Ernesto GodelmanFisheries Consultant for Latin America and the Caribbean

The Marine Stewardship Council (MSC)

The best environmental choice in seafood

Context• 50% of the world’s fish stocks are fully

exploited and about 25% are over-exploited, depleted or in fragile state of recovery

• 8-25% of all fish caught is discarded dead or dying, other by-catch issues

• Wider habitat and biodiversity impacts threatening function and integrity of ecosystems that support target fish species

• 1950-2000, world fish production increased 8m to 93m MT

• Most important traded food product– 35% is traded internationally– half of this comes from the developing

world• Growing importance of aquaculture


Example: The North Atlantic


Consumers Would Be Attracted By An “Environmentally Responsible” Seafood Label4-In-10 Much More Likely to Purchase Such Seafood

Would you be more or less likely to buy seafood that had an “environmentally responsible” label or wouldn’t it make any difference?

41%much more

likely

71%

11%18%

0%10%20%30%40%50%60%70%80%

more likely less likely no difference


Eco-Labels Consumer Demand

• 84% of consumers would be more likely to buy sustainable seafood if it was labelled.

• 90% of consumers want a label on products or on menus.

SCA survey of German, Spanish and UK consumers, Nov 2005.

The MSC• International non-for-profit organisation established

in 1997• Specific aims:

- contribute to reversing the decline in global fish stocks

- deliver improvements in the marine environment- contribute to securing fishers livelihoods

• Developed the only internationally recognised and fully FAO consistent eco-label for environmentally well managed and sustainable fisheries

• Fisheries measured against a rigorous environmental standard

• A partnership based organisation that works with industry, government and NGOs



Consistency with the FAO guidelines

objective, third-party fishery assessment utilising scientific evidence;

transparent processes with built-in stakeholder consultation and objection procedures;

a three-pronged standard based on the sustainability of target species, ecosystems and management practices.



Eco-labels• A mark of endorsement

• Highlights environmental quality

• Translates complex scientific information into simple message

• Assists in informed decision making

• Help identify and reward responsible stewardship

• Increasingly accepted and preferred method of communication

• Interest demonstrated by research



MSC Standards Three principles

The status of the stock

The impact on the

ecosystem

Effective management


Some Certified FisheriesAlaska Salmon (all species) – 320 380 MTNew Zealand Hoki – 100 000 MTAlaska Pollock (BS/AI) – 1 500 000 MTAlaska Pollock (Gulf of Alaska) – 70 000 MTSouth African Hake – 195 000 MTWestern Australia Rock Lobster – 10 500 MTSouthwest Handline Mackerel – 1 750 MTThames Herring – 121 MTLoch Torridon Nephrops – 150 MTBurry Inlet Cockles – 3 500 MTSouth Georgia Toothfish – 4 500 MTMexican Baja California Spiny Lobster – 1 300 MTHastings Fishing Fleet Dover sole – 72 MTHastings Fishing Fleet pelagic – 10 MTBSAI Pacific Cod Freezer Longline – 17 500 MT (out of 116 000 MT)Pacific Halibut (Alaska, Oregon and Washington) – 26 775 MTPacific Sablefish – 20 900 MTAustralian mackerel Icefish – 2 980 MTNorth Sea herring (PFTA) – 100 000 MT (out of 329 000 MT)


Some Undergoing CertificationBritish Columbia Salmon – 9 000 MTCalifornia Chinook Salmon – 2 900 MTCalifornia Dungeness Crab Chilean Hake (Trawl) – 102 000 MTLake Hjälmaren Pikeperch – 71 MT Lakes and Coorong fisheries, South Australia (domestic)Maryland Striped Bass – 1 300 MTNorth Eastern Sea Fisheries Committee Lobster – 469 MTNorth Eastern Sea Fisheries Committee Sea Bass – 7 MTOregon Dungeness Crab – 4 672 MTOregon pink shrimp – 1 230 MTBritish Columbia Halibut - 5 220 MTAlaska Sablefish – 20 900 MTPatagonian scallops – 6,000 MT (out of 42 000 Tons)Pacific Albacore Tuna (US) – 2 600 MTNorwegian arctic SaitheNorwegian north sea SaitheFlathead Flounder and Snow Crab fishery (Kyoto - Japan)


MSC Volumes – Certified or Under Assessment

About 6% of the world’s total edible wild capture fisheries are now engaged in the programme (over 3.5 million tonnes of seafood)By species category this represents:

42% of the global wild salmon catch32% of the global prime whitefish catch (cod, pollock, hake, haddock, ling, and saithe)18% of the global spiny lobster catch

22 Fisheries Certified

22 Fisheries undergoing

full assessments


Recent Headlines – Growing Demand for Sustainable Seafood

• Wal-Mart, Metro and Compass

• Firsts: Japan, Norway, tuna

• Re-assessments• ‘What should I

eat?’ international awareness


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MSC labelled products in the global market at to October 31st, 2007


636 Kodiak Wildlachs graved, 100 + 150g 630 Kodiak Wildlachs smoked 100 + 150g

+ 14% + 28%

+ 12%

+ 43%

2004 2003

Friedrichs’ Boost Sales of Kodiak Alaska SalmonSales of Kodiak Alaska Salmon

2002 2002 2003 2004

The Business Case – Increasing Sales


Marinated Smoked


Findus Dominant player in Swedish frozen food market

Used the MSC to introduce hoki in a ‘cod-centric’ market

Successfully promoted as an alternative to cod


The Business Case – Product Differentiation


The Business Case - Meeting Customer Expectations

They have seen 14% growth on the fresh fish counter since adding the label


Waitrose cites MSC wild salmon as one of the strongest performers on fresh fish counters

Commitment further demonstrated in prepack products


http://www.normthompson.com/index.jsp

http://shop.safeway.com/superstore/default.asp

http://www.ducktrap.com/catalog/default.php?osCsid=95a08a3916dfc82be96eb0f3b1fcdc79

http://www.wildoats.com/app/cda/index.php?pt=Corporate


Associated brands


http://www.somerfield.co.uk/index.asp


Frozen


Smoked


Canned fish and Dietary

Supplement!


Fresh Fish Counter


First Labelled Products Arrive in Japan



New MSC-labelled products October 2007

Popp in Germany



ASDA in the UK



JA Nagano Shokuzai in Japan



REWE in Austria



EcoFish in the US


MSC CoC certified companies• Every certified

company is listed on the MSC website

• Over 150 companies have chain of custody



Reasons for success

• Ensured high visibility of the MSC logo

• Communicated (trade, consumer media, in-store)

• Trained staff members

• Used intelligent marketing:

- New and “green” designed packaging

- Clear, strong POS material

- Listed as an alternative to leading species on the market

- Featured a contest to highlight MSC message

Opportunities created to speak positively about fishing issues.



Benefits of the MSC Programme


for fisheriesfor fisheries

•Access to new markets, protection of existing markets, maintain ‘buyers’ preference

•Product differentiation in competitive global markets, improved traceability

•Third party confirmation of good management

•Potential price premium? – one day

for the environmentor the environment

•Ecosystem based approach to fishery management implemented

•Environmental impacts identified and reduced

•Fish stocks managed sustainably – fish available today and for future generations


Benefits of the MSC Programme


for the commercial sector•Reputation and or risk management

•Respond to customer/market concerns and expectations

•Brand recognition and enhanced brand value

•Innovation

•Contribution to market transformation

for society•Contribution to global food security

•Protection of livelihoods

•Transition towards sustainable production and consumption in global seafood industry


For more info please contact:


Thank you

www.msc.org

[email protected]

+1 206-691-0188

[email protected]

+54 9 223 5204 201