2nd international business forum tuna pole and line hand line

1. World Wise Foods
Pole & Line Caught Tuna
John Burton CEO
Jakarta
May 2013

2. Key Points
• My involvement in Pole and Line
• International Pole and Line Foundation
• UK Background
• Developing Markets
• MSC
• Other fisheries
• World Wise Foods sourcing network

3. Background John Burton
• Solomon Islands
• Maldives
• Indonesia
• Others

4. International Pole & Line Foundation
• Pole-and-line is regarded as the most responsible
way to fish tuna. Using the market as the trigger
to promote and foster the benefits of sustainably
sourced pole-and-line tuna, to improve standards
of living for socially and economically
disadvantaged fishing communities around the
world.
• Recent developments

5. UK Market Developments
• Leading market for Pole & Line
• Sainsbury 30 years
• Greenpeace – Supply of Pole and Line
• Sainsbury, Marks & Spencer, Waitrose

7. Developing Markets
• Australia – NZ
• Canada
• France
• Germany
• Holland
• Italy
• Scandinavia
• Switzerland
• US

8. World Market Demand
(Tonnage Raw Material Base)
Current Projected Next 3 Years
UK 30,000 52,000
Europe 5,000 40,000
Switzerland 5,000 8,000
Australia 5,000 10,000
Canada 2,500 20,000
United States 5,000 20,000
Total 50,000 150,000

9. Pole + Line Caught Tuna
Estimated Catch and Distribution (Tonnes)
Japan 170,000 mostly katsuobushi - little for can
Indonesia 150,000 <10% sold as canned P&L
Maldives 70,000 65% Regional - 35% Can
Brazil 25,000 Regional - little for can
Ghana 23,000 65% Regional - 35% Can
Spain 20,000 Regional - little for can ( mainly Albacore)
Senegal 12,000 35% Regional - 65% Can
India 10,000 Regional
USA 7,500 50% Regional - 50% can ( mainly Albacore)
Mexico 500 Regional

10. World Wise Foods Pole & Line
Sourcing Network – Raw Material
• Maldives MSC
• Mexico MSC
• Senegal
• Lanzarote
• USA Albacore

11. World Wise Foods Pole & Line
Sourcing Network – Processing
• Maldives
• Thailand (Including Pet food)
• Spain
• Indonesia

12. Conclusion – Next Steps
• Remarkable progress in 5 years
• UK model
• Other markets
• Fulfilling the demand