II Taller Alianza Eco-region Caribe Sur / MIZC.Promoting sustainable seafood
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II Taller Alianza Eco-region Caribe Sur / MIZC.Promoting sustainable seafood

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Marine Stewarship Council promote the sustainable seafood option.

Marine Stewarship Council promote the sustainable seafood option.

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  • Is there a market for ecolabeled products? Are your customers interested in ecolabeled products?
  • Friedrichs: German salmon smokers, in all big retailers in Germany, Kodiak salmon is the highest growth of all of their products, including lots of farmed products. Delhaize: First Belgian retailer to use own brand Intermarche: Iceland: Number one retailer for frozen, important because our two big species are mainly available in frozen, a lot of international trade is done in frozen, etc.
  • In more mature markets (e.g. UK) we work with all major players in retail and increasingly in the foodservice sector This is our goal for all markets, especially the US market
  • Here are some additional Products

II Taller Alianza Eco-region Caribe Sur / MIZC.Promoting sustainable seafood II Taller Alianza Eco-region Caribe Sur / MIZC.Promoting sustainable seafood Presentation Transcript

  • The best environmental choice in seafood Promoting Sustainable Seafood Ernesto Godelman Fisheries Consultant for Latin America and the Caribbean The Marine Stewardship Council (MSC)                                 
  • 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 The best environmental choice in seafood
  • Consumers Would Be Attracted By An “Environmentally Responsible” Seafood Label 4-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?
  • 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.
    • 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
    The MSC The best environmental choice in seafood
  • 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.
    The best environmental choice in seafood
  • 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
    The best environmental choice in seafood 
  • MSC Standards Three principles The status of the stock The impact on the ecosystem Effective management
  •  
  • Some Certified Fisheries The best environmental choice in seafood Alaska Salmon (all species) – 320 380 MT New Zealand Hoki – 100 000 MT Alaska Pollock (BS/AI) – 1 500 000 MT Alaska Pollock (Gulf of Alaska) – 70 000 MT South African Hake – 195 000 MT Western Australia Rock Lobster – 10 500 MT Southwest Handline Mackerel – 1 750 MT Thames Herring – 121 MT Loch Torridon Nephrops – 150 MT Burry Inlet Cockles – 3 500 MT South Georgia Toothfish – 4 500 MT Mexican Baja California Spiny Lobster – 1 300 MT Hastings Fishing Fleet Dover sole – 72 MT Hastings Fishing Fleet pelagic – 10 MT BSAI Pacific Cod Freezer Longline – 17 500 MT (out of 116 000 MT) Pacific Halibut (Alaska, Oregon and Washington) – 26 775 MT Pacific Sablefish – 20 900 MT Australian mackerel Icefish – 2 980 MT North Sea herring (PFTA) – 100 000 MT (out of 329 000 MT)
  • Some Undergoing Certification The best environmental choice in seafood British Columbia Salmon – 9 000 MT California Chinook Salmon – 2 900 MT California Dungeness Crab Chilean Hake (Trawl) – 102 000 MT Lake Hjälmaren Pikeperch – 71 MT Lakes and Coorong fisheries, South Australia (domestic) Maryland Striped Bass – 1 300 MT North Eastern Sea Fisheries Committee Lobster – 469 MT North Eastern Sea Fisheries Committee Sea Bass – 7 MT Oregon Dungeness Crab – 4 672 MT Oregon p ink shrimp – 1 230 MT British Columbia Halibut - 5 220 MT Alaska Sablefish – 20 900 MT Patagonian scallops – 6,000 MT (out of 42 000 Tons) Pacific Albacore Tuna (US) – 2 600 MT Norwegian arctic Saithe Norwegian north sea Saithe Flathead Flounder and Snow Crab fishery (Kyoto - Japan)
  • MSC Volumes – Certified or Under Assessment The best environmental choice in seafood
    • 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 catch
      • 32% 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
  •  
  • + 14% + 28% + 12% + 43% 2004 2003 Friedrichs’ Boost Sales of Kodiak Alaska Salmon 2002 2002 2003 2004 The Business Case – Increasing Sales The best environmental choice in seafood 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 best environmental choice in seafood 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 The best environmental choice in seafood Waitrose cites MSC wild salmon as one of the strongest performers on fresh fish counters Commitment further demonstrated in prepack products
  • The best environmental choice in seafood
  • Associated brands The best environmental choice in seafood
  • Frozen
  • Smoked
  •  
  •  
  • Canned fish and Dietary Supplement!
  • Fresh Fish Counter
  • First Labelled Products Arrive in Japan The best environmental choice in seafood
  • New MSC-labelled products October 2007 Popp in Germany
  • New MSC-labelled products October 2007 ASDA in the UK
  • New MSC-labelled products October 2007 JA Nagano Shokuzai in Japan
  • New MSC-labelled products October 2007 REWE in Austria
  • New MSC-labelled products October 2007 EcoFish in the US
  • MSC CoC certified companies
    • Every certified company is listed on the MSC website
    • Over 150 companies have chain of custody
    The best environmental choice in seafood
    • 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.
    The best environmental choice in seafood
  • Benefits of the MSC Programme The best environmental choice in seafood
    • for 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
    • f or 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 The best environmental choice in seafood
    • 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: The best environmental choice in seafood Thank you www.msc.org [email_address] +1 206-691-0188 [email_address] +54 9 223 5204 201