torskefiskkonferansen 2011 - peter hajipieris

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Sustainability in today’s economic climate -

a European market view

Tromso

October 27th, 2011

Peter Hajipieris

Chief Technical, Sustainability & External Affairs Officer

Iglo Foods Group Ltd

Torskefiskkonferansen 2011

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Norwegian Seafood Council AGM, Tromso, 2007

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• Who is the Iglo Foods Group?

• Reflecting on 2011 - so far

• Where are we with Sustainability?

• What is the consumer telling us?

• Summary - approach at Iglo Foods Group

Agenda

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• # 1 frozen food brand in Europe • Fish, Veg’s, Poultry, Red Meat, Ready Meals • Birds Eye, Iglo and Findus Italy brands in 16 markets • €1.6 billion sales • Household brands for over 50 years

Europe’s number 1 frozen food brand

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#1 frozen food brand in Europe – differing CSR needs

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Agenda


• Reflecting on 2011 ….so far


• Our Approach at Iglo Foods Group

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• Fish being consumed despite other category pressures

• Sensitivity to rising food prices & -ve economic news

• Food integrity issues emerged in key markets

• Consumers more aware of sustainability campaigns

• EU CFP Reform – Discards and a Celebrity Chef

• Market awareness of certification schemes & costs

Key landscape dynamics in 2011

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Media map of key CSR & Health stories in UK for 2011

Courtesy of Freud Communications

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Persistent media ‘gloom & doom’

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Mis-labelling & challenges to Claims on fish products

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Celebrity Chef joined the EU CFP debate - Discards

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Other proteins challenging ‘fish sustainability’

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Agenda





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and most understandably focus on the Environment

SOCIAL

Economics

Environmental

Most agree with Sustainability pillars

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SOCIAL

Economics

Environmental

But CSR/Sustainability is much more e.g.

Resource Management

Food Safety

Provenance

Taste!!!

Quality

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A business needs to sell to consumers to

pay the supply chain – if not

the social part of that supply chain cannot be supported

SOCIAL

Economics

Environmental

True Sustainable Development = consumer needs

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“Many of us think that we have the right answer to Sustainability . We do and we do not – we only have part of it at any given time. Sustainability will always have many interpretations – there is no one way. That is why we call it Sustainable Development - there is NO end point. It is a continuous development process – and in fact, it started decades ago. Our industry and the whole planet, in other sectors, is still learning the ‘what’ and the ‘hows’ of becoming more ‘Green’ . The trick is to be part of a Sustainable Development Programme that does not become unaffordable – the consumer always pays. If it becomes too costly, too fast – they will reject it and our economic ability to support the supply chain that is meant to feed them breaks down”.

and Sustainability cannot ignore consumer economics

Peter Hajipieris World Seafood Congress, 2011

Washington DC

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Evolution of

food & fish standards

has always been based on

phases

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The need to extend fish shelf-life defined the start of ‘standards development’

Drying – Salting – Smoking - Pickling

but consumers wanted ‘freshness, taste & nutrition’

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So we entered phases of fish Standards Development

Time - Illustrative

HACCP/HAZOPS Modified Air Packaging

TQM & ISO 9000

EU Fish Hygiene Regulations

Drying, Salting, Smoking, Pickling

Food Safety model & Codex

Icing of Fish

Freezing of Fish

Quality Standards

National Regulations

Canning

FAO Code of Conduct - Responsible Fisheries

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Today – price, food safety & quality still fundamental

1. Price - affordable

2. Safe to eat

3. Like the product-Taste

4. Quality – consistency

5. ‘Responsible provenance’

What do I look for in a pack of frozen fish ?

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We design our operations to meet these needs

1. Price - affordable

2. Safe to eat & healthy

3. Like the product-Taste

4. Quality - consistent

5. ‘Responsibly & Ethically

sourced’

1. Affordable – cost &

efficiency

2. Food Safety - HAZOPS

3. Product design

4. Quality & Freshness

5. Responsible Food

Sourcing/GMP/FS=CSR

Operations

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So we manage the CSR risks in all our foods

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THE GREATER THE EMPHASIS

ON PERFECTION

THE FURTHER IT RECEDES

Harida Chaudhuri

But fish industry must take care about costs

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Current phase of Standards Development

Eco-Labelling

Sustainability

Responsible Farming

‘Sea to Plate’ Traceability Now

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Environment Social Food Safety Welfare

FAO Guidelines

FAO Code of Conduct for Responsible Fisheries

Global Food Safety Initiative Aquaculture Dialogues

ISEAL ASI ISO IAF

ISO 65 Conformity Assessment

Traceability BRC IFS COC

MSC ASC GlobalGAP GAA FOS ………etc etc

Some ‘Governance & Certification’ platforms

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Risk of admin & standards costs escalating

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Consumer will only respond if it is affordable

Standard Phase 1

Standard Phase 2

Standard Phase 3

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National Fisheries Culture cannot be ignored

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Agenda





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Our CSR approach? Feed Consumers Responsibly

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Climate Change

Waste Packaging Water Sustainable Sourcing

Transport Efficiency

1. ‘We Care for the Environment’

2. ‘We are Fair & Honest’

Ethical Sourcing

Nutrition & Labelling

3. ‘We work to ensure consumers prefer our food’

Nutritional Balance

Healthy Lifestyle

Forever Food Journey workstreams

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We invest in world class GMP & QA - Social e.g. Bremerhaven, Germany

• Largest frozen fish factory in the world - high efficiency • Daily testing authenticates what we claim • Focus is on maximum resource utilisation – low waste

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We invest in Product Innovation - Economic

Allows us to pay the supply chain

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Omega 3

Offer choice in healthier eating – Social benefits

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Sustainable Fisheries Development in action

1. We do not plunder the planet – we operate to high standards.

2. Approach: Policy / Standards / Certification development.

3. We work with internationally recognised Codes.

4. We lobby on policy reform e.g. EU CFP – it is a ‘hotspot’.

5. Improvement Programmes - but they must be viable.

6. Above all safe, good quality, wholesome, tasty food is key.

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We sponsor CTO who sits on Supervisory Board to develop ASC

Responsible Aquaculture - investing in future

Have run charity Seafood promotion to help raise funds And led development of

Pangasius Dialogues standard for ASC certification

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All Peas &

Spinach work to 70 point

Sustainable

Agriculture

programme

We employ over 344 Growers in rural communities, with long-term contracts

We use the same approach for our Vegetables

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And we are recruiting a younger generation into fish

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Thank You

Takk

torskefiskkonferansen 2011 - peter hajipieris

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