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A Regional SeafoodPlatform in support ofmore ”responsible”seafood productionDr Geoffrey MuldoonStrategy LeaderWWF Coral Tr...
Challenges for Asia-Pacific Countries• What does “sustainable” or “responsible”  seafood look like in developing world  co...
Key Propositions1. Better address unique realities facing Asia-Pacific region   in seafood production AND in sourcing more...
Seafood Savers Platform Steps1. Application           2. Due                                 4. MoU & Cooperation         ...
Need for “regional” approach?  Regulatory interventions are                  General agreement that important, but limited...
Need for “regional” approach?  Regulatory interventions are              General agreement that economic important, but li...
Regional Program ActivitiesThe Regional Program’s Activities can bedivided into two categories:1. Programmatic Engagements...
Seafood Platform Program Engagement (1)Two (2) models of engagement to segmentand effectively target fishery improvements1...
Fishery/Aquaculture Improvement Projects• Stepwise approach to MSC  certification• Develop seafood company  commitment• Te...
Continual Improvement                             “Ladder of Progression”   Credible           Other WWF work Certificatio...
Seafood Platform Program Engagement (2)• Engagement with developing country fisheries should  support existing initiatives...
Market Push-Pull Outcomes                                          Trading &Supply       Fishery        Processors      Re...
Core Supporting Initiatives?1. Developing low-cost methods of evaluation, monitoring and   implementation to engage resour...
Core Supporting Initiatives?                      Country 1Regional Program                                   • Technical/...
Issues and Challenges (1)• Enthusiasm for “sustainable” product is opportunity for  collaboration on viable, incremental i...
Issues and Challenges (2)• Align program activities with “sustainability” driven FIPs  (measureable indicators, timelines)...
Buyer Barriers Buyer group coalitions have political power to influence        national fisheries management outcomes  – E...
A Regional Seafood Platform in support of more ”responsible” seafood production
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A Regional Seafood Platform in support of more ”responsible” seafood production

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A Regional Seafood Platform in support of more ”responsible” seafood production

  1. 1. A Regional SeafoodPlatform in support ofmore ”responsible”seafood productionDr Geoffrey MuldoonStrategy LeaderWWF Coral Triangle Network Initiative
  2. 2. Challenges for Asia-Pacific Countries• What does “sustainable” or “responsible” seafood look like in developing world context?• Local business want to make sustainability commitment, but what should that be in the absence of certified products?• What types of institution is needed to: o promote “responsible” seafood in absence of credible eco-labels? o Reward best practices (i.e. access, price)
  3. 3. Key Propositions1. Better address unique realities facing Asia-Pacific region in seafood production AND in sourcing more sustainable /responsible seafood at regional scale2. Regional platform needs to be consistent in delivering WWF network goals but also mindful of Developing World realities (i.e. bespoke solutions, tailored models)3. There is value in a regional platform solution to support national fisheries and supply-side businesses move toward sustainable/responsible production.4. Support for transitional or stepwise improvements in fisheries production requires long-term commitment
  4. 4. Seafood Savers Platform Steps1. Application 2. Due 4. MoU & Cooperation Diligence 3. Identification Agreement 7. Membership Authorization 6. Evaluation and Planning 5. Conditioning 8a. Fisheries/Aquaculture/Chain of 8b. Fisheries/Aquaculture/Chain of Custody Improvement Program Custody Improvement Program (FIP/AIP/CoCIP) - Intermediate (FIP/AIP/CoCIP) - Advance Emphasis on FIP/AIP path to MSC Certification
  5. 5. Need for “regional” approach? Regulatory interventions are General agreement that important, but limited - global economic levers can be powerfulmarkets can offer part of solution… tool to drive ecological change… Platform that can address the impact of  Leverage the intra and inter-regionalinternational trade as well nature of trade in parallel as domestic production Platform that can focus on specific transactions  Target producers and large buyers/ buyeramong key players in the groups for greatest potential impact ? value chain Platform that can play“convening/overseer role  “Convening” power is a compelling value for multiple regional proposition “stakeholders”
  6. 6. Need for “regional” approach? Regulatory interventions are General agreement that economic important, but limited - global levers can be a powerful tool tomarkets can offer part of solution… drive ecological change… Platform that can Leverage the intra and inter-regional nature of address the impact of trade in parallelinternational trade as well Country/region focus to build capability & scale as domestic production Support multinational network to achieve change Mobilize broader region- Target producers and large buyers/ buyer Platform that can focus wide industry commitment groups for greatest potential impact ? on specific transactionsamong key players in the to fisheries improvement Economies of scale among buyers and retailers value chain and provide additional “Sustainable seafood broker” linking qualified producers and buyers services and tools Platform that can play “Convening” a compelling value proposition“convening/overseer role Regional entity supporting or guiding NO/PO for multiple regional programs and partnerships “stakeholders” Leverage /investment at a regional scale
  7. 7. Regional Program ActivitiesThe Regional Program’s Activities can bedivided into two categories:1. Programmatic Engagements focused on engaging directly with supply chain actors to improve practices?2. Supporting Initiatives consisting of various initiatives taken up in support of these engagements and to create an enabling environment for improved practices.
  8. 8. Seafood Platform Program Engagement (1)Two (2) models of engagement to segmentand effectively target fishery improvements1. Single point interventions to eliminate worst practices? – Don’t meet minimum criteria – Not yet candidates for market access driven continuous improvement program2. Continuous improvement programs – Adopt existing FIP/AIP model – Tailored FIP to suit fishery and supply chain
  9. 9. Fishery/Aquaculture Improvement Projects• Stepwise approach to MSC certification• Develop seafood company commitment• Technical advice from fishery consultants• Partner with local stakeholders to develop and implement FIPChange on the water
  10. 10. Continual Improvement “Ladder of Progression” Credible Other WWF work Certification (MSC/ASC) Advocacy/Outreach Incentives/Rewards Seafood Illegal Activity Platform(IUU, Dynamite fishing) Other WWF work Years
  11. 11. Seafood Platform Program Engagement (2)• Engagement with developing country fisheries should support existing initiatives but may need to be tailored to drive improvements in targeted small-scale and developing country fisheries as needed.
  12. 12. Market Push-Pull Outcomes Trading &Supply Fishery Processors Retail ConsumersChain Companies Catcher/ Processors Brand & Stake supermarke Tuna Carrier Brandholders Owners owners t owners patronsNumber ~ 100,000 < 300 < 100 Millionsof Stake- members members members constituents holders IMPACT INFLUENCE IMPACT INTERVENTION IMPACT INFLUENCE IMPACT
  13. 13. Core Supporting Initiatives?1. Developing low-cost methods of evaluation, monitoring and implementation to engage resource and data-poor fisheries2. Defining minimum market access & communications criteria3. Supply chain research to understand market leverage points (producer demand, traceability, market power)4. Advocacy at regional/international level in tandem with NOs5. Capacity-building for NO & PO programs (e.g. Technical support, field-based training, staffing and secondments)6. Marketing and communications (e.g. linking supply chain actors, outreach,)7. Knowledge gathering and dissemination (information clearing house)
  14. 14. Core Supporting Initiatives? Country 1Regional Program • Technical/Capacity Building role Country 2 • Advocacy and policy role Country 3 • Communications and marketing role Country 4
  15. 15. Issues and Challenges (1)• Enthusiasm for “sustainable” product is opportunity for collaboration on viable, incremental industry strategies• Can current supply of sustainable seafood cannot meet demand (i.e. Sourcing)?• How can we improve our capability to deliver? – Demand for services outstrips supply – Lack of personnel, funds and technical expertise to develop and sustain partnerships – Develop system for verifying non-MSC-certified seafood under improvement is progressing
  16. 16. Issues and Challenges (2)• Align program activities with “sustainability” driven FIPs (measureable indicators, timelines) − Cannot undermine the minimum sustainability bar BUT need to recognize alternative pathway − Cannot become another casualty of green-washing?• Communication of “improvement” activities – When can market recognition be bestowed – Reward “improvement” activities (B2B, modified FIP) – Need to develop system for verifying non-MSC-certified seafood under improvement progressing• Lack of transparency/mislabelling through seafood supply chain eroding buyer and consumer confidence
  17. 17. Buyer Barriers Buyer group coalitions have political power to influence national fisheries management outcomes – Economic and practical dis-incentive to changing procurement policies based on available “sustainability criteria (e.g. guides)• Lack of interest/incentive – Supply chain blockages and/or distribution logistics – Perceived consumer resistance to “price” points (i.e. lack of W-T-P) – Need for economies of scale among buyers/retailers• Insufficient, unverified seafood product information – Lack of transparency/mislabelling through seafood supply chain eroding buyer and consumer confidence where price premiums involved

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