The best environmental choice in seafood Promoting Sustainable Seafood Ernesto Godelman Fisheries Consultant for Latin Ame...
Context <ul><li>50% of the world’s fish stocks are fully exploited and about 25% are over-exploited, depleted or in fragil...
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 S...
Eco-Labels  Consumer Demand <ul><li>84% of consumers would be more likely to buy sustainable seafood if it was labelled.  ...
<ul><li>International non-for-profit organisation established in 1997 </li></ul><ul><li>Specific aims: </li></ul><ul><ul><...
Consistency with the FAO guidelines <ul><li>objective, third-party fishery assessment utilising scientific evidence;  </li...
Eco-labels <ul><li>A mark of endorsement  </li></ul><ul><li>Highlights environmental quality  </li></ul><ul><li>Translates...
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  ...
Some Undergoing Certification The best environmental choice in seafood British Columbia  Salmon  –  9 000 MT California Ch...
MSC Volumes – Certified or Under Assessment The best environmental choice in seafood <ul><li>About 6% of the world’s total...
Recent Headlines –  Growing Demand for Sustainable Seafood <ul><li>Wal-Mart, Metro and Compass </li></ul><ul><li>Firsts: J...
 
+ 14%   + 28%   + 12%   + 43%   2004   2003   Friedrichs’ Boost  Sales of Kodiak Alaska Salmon 2002   2002   2003   2004  ...
Findus Dominant player in Swedish frozen food market Used the MSC to introduce hoki in a ‘cod-centric’ market  Successfull...
The Business Case  -  Meeting Customer Expectations They have seen 14% growth on the fresh fish counter since adding the l...
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 <ul><li>Every certified company is listed on the MSC website </li></ul><ul><li>Over 150 compan...
<ul><li>Reasons for success   </li></ul><ul><li>Ensured high visibility of the MSC logo </li></ul><ul><li>Communicated (tr...
Benefits of the MSC Programme   The best environmental choice in seafood <ul><li>for fisheries </li></ul><ul><ul><li>Acces...
Benefits of the MSC Programme The best environmental choice in seafood <ul><li>for the commercial sector </li></ul><ul><ul...
For more info please contact: The best environmental choice in seafood Thank you www.msc.org [email_address] +1 206-691-01...
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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.

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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

    1. 1. The best environmental choice in seafood Promoting Sustainable Seafood Ernesto Godelman Fisheries Consultant for Latin America and the Caribbean The Marine Stewardship Council (MSC)                                 
    2. 2. Context <ul><li>50% of the world’s fish stocks are fully exploited and about 25% are over-exploited, depleted or in fragile state of recovery </li></ul><ul><li>8-25% of all fish caught is discarded dead or dying, other by-catch issues </li></ul><ul><li>Wider habitat and biodiversity impacts threatening function and integrity of ecosystems that support target fish species </li></ul><ul><li>1950-2000, world fish production increased 8m to 93m MT </li></ul><ul><li>Most important traded food product </li></ul><ul><ul><li>35% is traded internationally </li></ul></ul><ul><ul><li>half of this comes from the developing world </li></ul></ul><ul><li>Growing importance of aquaculture </li></ul>
    3. 3. Example: The North Atlantic The best environmental choice in seafood
    4. 4. 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?
    5. 5. Eco-Labels Consumer Demand <ul><li>84% of consumers would be more likely to buy sustainable seafood if it was labelled. </li></ul><ul><li>90% of consumers want a label on products or on menus. </li></ul><ul><li>SCA survey of German, Spanish and UK consumers, Nov 2005. </li></ul>
    6. 6. <ul><li>International non-for-profit organisation established in 1997 </li></ul><ul><li>Specific aims: </li></ul><ul><ul><li>- contribute to reversing the decline in global fish stocks </li></ul></ul><ul><ul><li>- deliver improvements in the marine environment </li></ul></ul><ul><ul><li>contribute to securing fishers livelihoods </li></ul></ul><ul><li>Developed the only internationally recognised and fully FAO consistent eco-label for environmentally well managed and sustainable fisheries </li></ul><ul><li>Fisheries measured against a rigorous environmental standard </li></ul><ul><li>A partnership based organisation that works with industry, government and NGOs </li></ul>The MSC The best environmental choice in seafood
    7. 7. Consistency with the FAO guidelines <ul><li>objective, third-party fishery assessment utilising scientific evidence; </li></ul><ul><li>transparent processes with built-in stakeholder consultation and objection procedures; </li></ul><ul><li>a three-pronged standard based on the sustainability of target species, ecosystems and management practices. </li></ul>The best environmental choice in seafood
    8. 8. Eco-labels <ul><li>A mark of endorsement </li></ul><ul><li>Highlights environmental quality </li></ul><ul><li>Translates complex scientific information into simple message </li></ul><ul><li>Assists in informed decision making </li></ul><ul><li>Help identify and reward responsible stewardship </li></ul><ul><li>Increasingly accepted and preferred method of communication </li></ul><ul><li>Interest demonstrated by research </li></ul>The best environmental choice in seafood 
    9. 9. MSC Standards Three principles The status of the stock The impact on the ecosystem Effective management
    10. 11. 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)
    11. 12. 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)
    12. 13. MSC Volumes – Certified or Under Assessment The best environmental choice in seafood <ul><li>About 6% of the world’s total edible wild capture fisheries are now engaged in the programme (over 3.5 million tonnes of seafood) </li></ul><ul><li>By species category this represents : </li></ul><ul><ul><li>42% of the global wild salmon catch </li></ul></ul><ul><ul><li>32% of the global prime whitefish catch (cod, pollock, hake, haddock, ling, and saithe) </li></ul></ul><ul><ul><li>18% of the global spiny lobster catch </li></ul></ul>22 Fisheries Certified 22 Fisheries undergoing full assessments
    13. 14. Recent Headlines – Growing Demand for Sustainable Seafood <ul><li>Wal-Mart, Metro and Compass </li></ul><ul><li>Firsts: Japan, Norway, tuna </li></ul><ul><li>Re-assessments </li></ul><ul><li>‘ What should I eat?’ international awareness </li></ul>
    14. 16. + 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
    15. 17. 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
    16. 18. 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
    17. 19. The best environmental choice in seafood
    18. 20. Associated brands The best environmental choice in seafood
    19. 21. Frozen
    20. 22. Smoked
    21. 25. Canned fish and Dietary Supplement!
    22. 26. Fresh Fish Counter
    23. 27. First Labelled Products Arrive in Japan The best environmental choice in seafood
    24. 28. New MSC-labelled products October 2007 Popp in Germany
    25. 29. New MSC-labelled products October 2007 ASDA in the UK
    26. 30. New MSC-labelled products October 2007 JA Nagano Shokuzai in Japan
    27. 31. New MSC-labelled products October 2007 REWE in Austria
    28. 32. New MSC-labelled products October 2007 EcoFish in the US
    29. 33. MSC CoC certified companies <ul><li>Every certified company is listed on the MSC website </li></ul><ul><li>Over 150 companies have chain of custody </li></ul>The best environmental choice in seafood
    30. 34. <ul><li>Reasons for success </li></ul><ul><li>Ensured high visibility of the MSC logo </li></ul><ul><li>Communicated (trade, consumer media, in-store) </li></ul><ul><li>Trained staff members </li></ul><ul><li>Used intelligent marketing: </li></ul><ul><ul><li>New and “green” designed packaging </li></ul></ul><ul><ul><li>Clear, strong POS material </li></ul></ul><ul><ul><li>Listed as an alternative to leading species on the market </li></ul></ul><ul><ul><li>Featured a contest to highlight MSC message </li></ul></ul><ul><li>Opportunities created to speak positively about fishing issues. </li></ul>The best environmental choice in seafood
    31. 35. Benefits of the MSC Programme The best environmental choice in seafood <ul><li>for fisheries </li></ul><ul><ul><li>Access to new markets, protection of existing markets, maintain ‘buyers’ preference </li></ul></ul><ul><ul><li>Product differentiation in competitive global markets, improved traceability </li></ul></ul><ul><ul><li>Third party confirmation of good management </li></ul></ul><ul><ul><li>Potential price premium? – one day </li></ul></ul><ul><li>f or the environment </li></ul><ul><ul><li>Ecosystem based approach to fishery management implemented </li></ul></ul><ul><ul><li>Environmental impacts identified and reduced </li></ul></ul><ul><ul><li>Fish stocks managed sustainably – fish available today and for future generations </li></ul></ul>
    32. 36. Benefits of the MSC Programme The best environmental choice in seafood <ul><li>for the commercial sector </li></ul><ul><ul><li>Reputation and or risk management </li></ul></ul><ul><ul><li>Respond to customer/market concerns and expectations </li></ul></ul><ul><ul><li>Brand recognition and enhanced brand value </li></ul></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><li>Contribution to market transformation </li></ul></ul><ul><li>for society </li></ul><ul><li>Contribution to global food security </li></ul><ul><li>Protection of livelihoods </li></ul><ul><li>Transition towards sustainable production and consumption in global seafood industry </li></ul>
    33. 37. 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

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