MSC Global Commercial Meeting at Seafood Expo Global | latest market update figures
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The Marine Stewardship Council (MSC) launched its latest market figures on 7 May 2014 at the Seafood Expo Global in Brussels, Belgium, demonstrating the commitments MSC partners are making to the program. Nicolas Guichoux, Global Commercial Director, revealed new data at the MSC's annual Global Commercial Network meeting that showed an annual rise in MSC certified products of 21% to September 2013 and a five-fold increase in four years.
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MSC Global Commercial Meeting at Seafood Expo Global | latest market update figures
- 1. Marine Stewardship Council Global Commercial Network Meeting Nicolas Guichoux Global Commercial Director
- 2. Delivering global impacts in partnership Fishery and market update May 2014
- 3. Fishery participation over time Certified ~ 8,200,000 tons 221 fisheries In assessment ~ 1,300,000 tons 108 fisheries Total ~ 9,500,000 tons 329 engaged 0 50 100 150 200 250 300 350 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Certified In assessment Total MSC now has 10.5% of global fishery production
- 4. Most recent fishery certifications Date Fishery September 2013 Faroe Islands queen scallop September 2013 SARPC Toothfish September 2013 Russia Sea of Okhotsk pollock October 2013 Scottish Fisheries Sustainable Accreditation Group (SFSAG) saithe October 2013 Germany Lower Saxony mussel dredge and mussel culture November 2013 Estonia North East Arctic cold water prawn November 2013 AGARBA Spain Barents Sea cod December 2013 Faroe Islands North East Arctic cold water prawn December 2013 US Atlantic sea scallop February 2014 SSPO Swedish West Coast rope grown mussel February 2014 Chilean mussel fishery and suspended culture Toralla S.A and Cultivos Toralla S.A March 2014 Falkland Islands toothfish April 2014 Grupo Regal Spain hake longline
- 5. Growth of MSC products since 2008 23,381 0 5000 10000 15000 20000 25000 Mar-2008 Mar-2009 Mar-2010 Mar-2011 Mar-2012 Mar-2013 Mar-2014 Number of all products Number of Consumer Facing Products Sept 13: All products - $4.5bn net wholesale value* - 701,500 metric tons - 22,371 labelled products 21% YoY growth to September 2013 * Combined figure for all MSC labelled products: $3.3bn consumer-facing, plus $1.2bn non-consumer facing
- 6. Year on year growth - top markets
- 7. Consumer facing products by sector March 2014 Chilled - plain 10% Chilled - prepared 25% Fish Oils / Supplements 1% Frozen - plain 16% Frozen - prepared 20% Pet Food 4% Preserved (including canned & dried goods) 22% Surimi 2%
- 8. “New” market segments $0 $20,000,000 $40,000,000 $60,000,000 $80,000,000 $100,000,000 $120,000,000 2009/2010 2010/2011 2011/2012 2012/2013 Fish Oils / Supplements Pet Food Surimi (fully cooked fish protein/imitation crab) Sales USD
- 10. Some 2014 developments Carrefour commit to double the number of their own-brand MSC labelled products by the end of the year Waitrose commit to 100% certified seafood by 2016 and increase MSC range by 50% in a year Reported a 40% increase in sales after introducing MSC labelled skipjack
- 11. Edeka, Globus, Metro, Rewe, Tegut 152,000 MSC recipe booklets distributed at 725 certified fresh fish counters Some 2014 developments Sainsbury's launch their 150th product and first MSC-labelled tuna & shrimp sandwiches in April 2014
- 12. Some 2014 developments SPAR Austria First retailer to introduce MSC labelled canned tuna from PNA (Pacifical) as part of a wider engagement to source exclusively sustainable seafood
- 13. MSC Sweden celebrated with: • Multi retailer Marketing campaign ”Good recipes always starts with certified fishes” • Certified fish on food festival • Cook book for MSC-certified fishes MSC 10th anniversary in Sweden
- 14. • Huge coverage in national media • “We have been selling incredibly well. Our campaign products sold out and now we look forward to next year's campaign!” - Sales rep, Royal Greenland MSC 10th anniversary in Sweden
- 15. • 86% of retail market conducted first ever MSC, ASC, WWF campaign called Think Fish Week including Albert Heijn, Lidl, COOP, Spar, Sligro, Sodexo Netherlands: Think Fish Week
- 16. Canada
- 17. Rio 2016 All of the seafood served to the athletes, officials, press and at the onsite restaurants will be certified as sustainably wild caught (MSC) and responsibly farmed (ASC)
- 19. Fisheries & environmental improvements 14 fisheries have improved the sustainability of fish stocks 25 fisheries have completed habitat and ecosystem improvements including gear modifications, comprehensive research, and new closed areas to fishing 101 fisheries have completed fishery management improvements including better compliance with regulations > 450 improvements* *Up to April 2014
- 20. South African hake • Two hake species managed separately due to MSC certification in 2004; Deep-water species now recovered to sustainable levels • Certification incentivised government and industry support for research and observers programme. • 90% reduction in total seabird mortality (deployment of streamer line) and a 99% reduction in albatross mortality as a result of certification conditions (2014)
- 21. Vietnam Ben Tre clam fishery • 30%-50% increase in price (new markets in Europe and N. America) • 165% increase in total value at landing (now sold with whole shell) • 400% increased in fishers’ income
- 22. Hjälmaren Pike Perch fishery (Sweden) • Small scale fishery 25-35 fishers • Used MSC to develop and improve management. • Bycatch reduction and stock increase due to increase in mesh size. • Now sold fresh to Switzerland and Germany and has a 10% premium over non MSC certified pike-perch.
- 23. - Alaska Pollock (MSC) – 14.2% (UK, 2011) Roheim et al 2011 Journal of Agricultural Economics - Haddock (MSC) – 10.0% (UK, 2012) Sogn-Grundvag et al 2012 Marine Policy - Whitefish (MSC) – 12.7% (UK, 2013) Sogn-Grundvag et al 2014 Journal of Agricultural Economics - Salmon (MSC) – 13.1% (UK, 2013) Asche et al 2013 Duke University, USA Read more later this year in the second Global Impacts Report, due to be published end of 2014 Price Premiums
- 24. Conclusion: MSC is still growing – demand growth is still on the rise and new markets are emerging Increasing evidence of positive environmental and economic impacts Provide a positive image to the fishing and seafood sector Together we’re making a global impact
Editor's Notes
- Commentary notes:So how does it work?Key message: Since 1997, fisheries and companies in the MSC programme have been making a positive contribution to the marine environment and blue economy. Cumulatively this has resulted in environmental and economic impacts on a global scale.MSC has been collecting this data and is launching its latest figures at the Brussels seafood show.Fisheries and the supply chain are looking to find solutions to the sustainable management of wild capture fish stocks. MSC has developed the standard but fisheries are implementing those changes on the water. They are the ‘heroes’ who are transforming the market. Measurable impacts are the crucial evidence that demonstrates the effectiveness of the standard so that others are inspired to follow. This completes the chain of drivers that create the MSC investment ‘ecosystem.Transformational: fisheries and supply chain are agents of change Credible: MSC’s standard is robust and science-basedInspirational: others are encouraged to follow because we can demonstrate that it works
- So where is MSC now? Founded in 1997, MSC now has 10.5% of global fishery productionGrowth of overall engagement but decline in fisheries in assessment – not many fisheries worldwide can meet the MSC’s sustainability for fisheries MSC certified fisheries are part of a global elite of sustainable and well managed fisheries
- US Atlantic sea scallop: highest value fishery in the USA. Chilean mussel: 1st fishery in Chile to get certificationSouth Georgia Toothfish (or Chilean Seabass) was the first Toothfish certified in 2004. SARPC and Falklands Islands were the 5th and 6thtoothfish fisheries to get certification this year. Great economic and environmental success for that type of fisheries. Russian Pollock: Huge improvements made in this fishery over the years rewarded by a certification this year.Significant milestone in Spain with Grupo Regal. Open the door to the fresh hake market.
- Product number multiplied by 5 in 4 years
- September 2013YoY:Germany: 260,000 tons (+13%)UK: 51,000 tons (+31%)USA: 51,000 tons (+82%)France:24,000 tons NL: 20,000Scandinavia: 36,000 tons!
- Frozen =chilled (35%)
- MSC had more than 25 jointcampaignswithretailers in Europe and North America this year again. We now try to extend the campaign outside the store. The idea is to inform more and more consumers what the MSC is and remind them in store they should chose MSC labelled fish. Here is an example of one of thosecampaignsthattookplace in Januarywith all majorSwedishfoodretailers:Campaign accompanied by launch of cookbook with recipes from 10 young Swedish celeb chefs using MSC certified fishOutdoor advertising Consumer leaflets In-store element (PoS)Consumer event, in-storeAds for paper/magazinesOn-line (intranet &website)Social media campaign(FB, twitter, instagram)Traditional media CookbookAmbassadors (chefs)Press event
- ResultsLot of media exposure and visibility for consumersHuge increase in sales Of the 17 retailers involves already 12 have signed up for the new year (not due until 1 June)
- Incredible uptake from fisheries and seafood companies in the MSC programmeClearwater, OCI, High Liner, and Canfisco represent the largest seafood companies in Canada and they are all actively promoting their products with the MSC label. 60 % of fisheries by volume certified or under assessment. #1 and 2 retailers actively involved with MSCTop seafood companies – HLF, Clearwater, OCI, Canfisco#1 sushi provider – Bento Sushi (CEO will be in the room)Canada’s most globally known university – McGill is certified and more in the process. And more to come!
- Following London 2012, the Olympics game Organising Committee renew its partnership with MSCAll of the seafood served to the athletes, officials, press and at the onsite restaurants will be certified as sustainably wild caught (MSC) and responsibly farmed (ASC).14 million meals will be served during the GamesWork with local fisheries
- What does that mean for the oceans and for some of MSC certified fisheries? MSC released its first Global Impact report last July.Emerging data indicate that MSC standards are making environmental and economic impacts thanks to the investment partners make in the programme
- Improvements in the way we fish the ocean resulting in sustainable fish stocks and healthy ecosystems.
- Most valuable commercial fishery in South AfricaDirectly employing 8,300 men and women (37% of all fisheries employment). More than 60% of the catch is exported, bringing in US$ 180 million in annual revenueIndirectly supporting a network of logistics companies, secondary processors and exportersSA Hake certified 2004, recertified in 2010Strengthened position in other ‘MSC-friendly’ markets (UK, US, Germany, Netherlands etc.)Environmental gains include quota reductions, ring-fencing of fishing grounds, by-catch management, reduced seabird interactionsProcess benefits – much improved cooperation among all stakeholders (Field et al, 2013)
- Price difference as explain to me: Approx. 10% add-on for the MSC-certified, i.e. sold for 6,45 Euro per kilo instead of 5,87 if non-MSC. This is to cover the costs for certification for the fishery units. And as explained to me, the buyers that are really looking for MSC are willing to pay the extra 10% per kilo..
- Price measured at retailers’ level.
- (+21%; $US 4.5 billion; 2-3 fisheries a month) – 450 improvements