On Wednesday 27 April 2016, the Marine Stewardship Council and Aquaculture Stewardship Council hosted a forum at Seafood Expo Global in Brussels to discuss the challenges and opportunities for building trust and engagement in sustainable and responsible seafood amongst consumers. Speakers included IKEA Food’s Head of Health and Sustainability, Jacqui Macalister; Hilton Worldwide’s Senior Manager for Corporate Responsibility, Caroline Meledo, Carrefour Group's Sustainability Manager, Agathe Grossmith and Co-Founder of sustainable communications agency, Futerra, Ed Gillespie. There were also market updates from the MSC and ASC, new data on consumer perceptions and a panel discussion on building consumer trust and engagement.

1. 1
Seafood Futures Forum:
Growing consumer demand
and trust

2. Welcome
• Market insights. Nicolas Guichoux, Global Commercial Director, MSC and Esther Luiten, Senior Commercial
Marketing Manager, ASC
• Consumer voices. Nicolas Guichoux, Global Commercial Director, MSC
• Engaging consumers with food sustainability at IKEA. Jacqui Macalister, Head of Health and Sustainability,
IKEA Food.
• Insights on how organisations grow consumer demand and trust. Ed Gillespie, Co-Founder of Futerra.
• Panel discussion on the theme of growing consumer demand and trust. Moderated by Ed Gillespie.
Panellists:
• Agathe Grossmith, CSR Manager, Carrefour Group
• Jacqui Macalister, Head of Health and Sustainability at IKEA Food
• Caroline Meledo, Senior Manager of Corporate Responsibility at Hilton Worldwide
• Rupert Howes, Chief Executive at the MSC
• Chris Ninnes, Chief Executive at ASC
After the event you’re invited to visit us in Hall 7, stand 7-1553.
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3. 3
#SeafoodFutures
@MSCecolabel
@ASC_aqua
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4. 4
Esther Luiten, Senior Commercial Marketing Manager, ASC
Market insights
from ASC

5. 5
Global consumer appetite for seafood

6. 6
Rapid increase in
ASC labelled
products goes
hand in hand with
companies
commitments
5,130

7. 7
Japanese AEON
started selling ASC
Coho Salmon April
15th working
towards their 2020
ambition

8. 8
Partners show
increasing interest
in communication
towards
consumers

9. 9
Growing
awareness and
interest in
emerging markets

10. 10
Increase in number of
farms certified: +56%
Increase in salmon
farms: 39 → 113
Increase in shrimp
farms: 21 → 45

11. 11
Certified farms in
27 countries across
the globe
(6 more including farms in assessment)

12. 12
ASC pangasius

13. 13
ASC salmon

14. Fishery and market insights
from the MSC
Nicolas Guichoux, Global Commercial Director, MSC
14

15. 33 fisheries recertified
including:
South Africa hake
“Securing the health of the deep-sea fishery has
prevented the loss of up to 12,000 jobs within the
fishing industry and growing demand for MSC has
resulted in the expansion of export markets worth
almost 200 million dollars”.
15

16. 16
Spanish “trap”
octopus certification
triggers international
interest

17. Incentivising fisheries
improvement around
the world (UK, France,
Spain, China, Japan,
Australia)
“Pre-assessment generally cost around AUD
$10,000 to AUD $25,000. Using one CAB for
each of our consolidated bioregion pre-
assessments, the average pre-assessment
costs per unit of certification was $4,700.”
Matt Watson, MSC Australia
17

18. 18
New and
growing
commercial
commitments

19. 10 years on, Lidl keeps
pushing for more
sustainable seafood

20. John West Australia
transforms the
canned tuna market
in Australia
20

21. US Foodservice gets
their 67 US sites
certified and introduce
exclusive lines of MSC
products
21

22. China: increasing
demand for MSC
labelled products.
First 50 products in
just a few months
22

24. 24
Focusing in on
consumers

25. 25
New insights
We surveyed
more than
16,000 seafood
consumers in
21 countries

26. 26
What do consumers say about sustainability and seafood?
Question: How well does each of the following statements describe your opinions?
72%
68%
67%
14%
16%
16%
10%
11%
13%
4%
4%
4%
To save the oceans, we have to consume
fish/seafood only from sustainable sources
People should be prepared to change to
another type of seafood if it is more
sustainable
I understand the term 'sustainable' when I
see it on a product
Describes opinion well Neutral Doesn’t describe opinion well Don’t know

27. 27
Who contributes to the protecting the oceans?
41%
36%
25%
20% 19% 17%
14% 13% 12% 11%
NGOs Scientists The UN Local
community
action
groups
Consumers
of fish
The fishing
industry
Press and
media
Our national
government
Large
companies
and brands
Shops and
retailers
Contributing well
Question: How well do you think the following institutions are contributing to protecting the ocean environment?

28. 28
Independent labelling and its contribution to brand trust
Question: How well does each of the following statements describe your opinions?
62%
68%
18%
17%
15%
11%
5%
4%
Ecolabels on seafood products raise
my trust and confidence in the brand
Supermarkets' and brands' claims
about sustainability and environment
need to be clearly labelled by an
independent organisation
Describes opinion well Neutral Doesn’t describe opinion well Don’t know

29. 29

30. 30

31. ©InterIKEAsystemsB.V.2016
31 – IKEA FOOD SERVICES AB | 2016
IKEA Food
HEALTH & SUSTAINABILITY
Engaging Customers on Food Sustainability
Jacqueline Macalister, Health & Sustainability Manager
©InterIKEAsystemsB.V.2016

32. 32 – IKEA FOOD SERVICES AB | 2016

33. 33 – IKEA FOOD SERVICES AB | 2016
IKEA VISION
To create a better every day life
for the many people

34. 34 – IKEA FOOD SERVICES AB | 2016
PEOPLE & PLANET POSITIVE
WE’RE GOING ALL-IN
TO TACKLE CLIMATE CHANGE
EUR 20.9 MILLION RAISED
DURING THE BRIGHTER LIVES
FOR REFUGEES AND SOFT
TOYS FOR EDUCATION
CAMPAIGNS
100% COTTON FROM
MORE SUSTAINABLE SOURCES
VEGGIE BALLS - HEALTHY,
LOW CARBON ALTERNATIVE
CERTIFIED
SEAFOOD FOR
650 MILLION
CUSTOMERS
ENTIRE LIGHTING RANGE
NOW LED
50% OF WOOD FROM
MORE SUSTAINABLE
SOURCES

35. 36 – IKEA FOOD SERVICES AB | 2016
384
STORES
48
COUNTRIES
€ 1.78 BILLION IN
TURNOVER
640 MILLION
CUSTOMERS

36. 37 – IKEA FOOD SERVICES AB | 2016

37. 38 – IKEA FOOD SERVICES AB | 2016
”Never before has our culture been so engaged
in discussing and experimenting with and
agonizing over and fantasizing about and plain
enjoying what is on the end of our forks.”
Guardian Newspaper, 15 May, 2011

38. 39 – IKEA FOOD SERVICES AB | 2016
CERTIFIED SEAFOOD

39. 40 – IKEA FOOD SERVICES AB | 2016
CERTIFIED SEAFOOD
48 MARKETS, 384 STORES
1. Prawn (Northern)
2. Herring
3. Salmon
4. Alaska Pollock
5. Cod (Atlantic)
6. Hoki
7. Hake (cape)
8. Tilapia
9. Pangasius
10. Flounder
11. Saith
12. Blue Mussel
13. Cod (Pacific)
14. North Pacific Hake
15. Patagonian Grenadier
16. Golden Red fish
17. Prawn (banana)
18. Scallop (Atlantic)
19. Sole (Southern rock)
20. Sole (yellowfin)
21. Whiting (southern blue)
22. Salmon (chum)
23. Salmon (pink)

40. 42 – IKEA FOOD SERVICES AB | 2016
ENGAGING CUSTOMERS, BUILDING TRUST

41. 43 – IKEA FOOD SERVICES AB | 2016
©InterIKEAsystemsB.V.2015

42. 45 – IKEA FOOD SERVICES AB | 2016
DEMOCRATIC DESIGN
GOOD FOOD FOR EVERYONE

43. 46 – IKEA FOOD SERVICES AB | 2016
TRADITIONAL
MEATBALLS

44. 47 – IKEA FOOD SERVICES AB | 2016
PEOPLE & PLANET
POSTIVE EATING

45. 48 – IKEA FOOD SERVICES AB | 2016

46. 50 – IKEA FOOD SERVICES AB | 2016
HEALTHY & SUSTAINABLE
LIVING FOR EVERYONE

47. 51 – IKEA FOOD SERVICES AB | 2016
Mass
information
A world of
problems
Individual
action
A world of
solutions

48. WHAT IF PEOPLE ATE LESS MEAT AND MORE VEGETABLES?

49. WHAT IF PEOPLE COOKED MORE AT HOME?

50. 54 – IKEA FOOD SERVICES AB | 2016
WHAT IF PEOPLE REDUCED FOOD WASTE?

51. 55 – IKEA FOOD SERVICES AB | 2016
IKEA VISION
To create a better every day life
for the many people

52. ©InterIKEAsystemsB.V.2016
56 – IKEA FOOD SERVICES AB | 2016
THANK YOU!
Jacqueline Macalister, Health & Sustainability Manager
IKEA Food
©InterIKEAsystemsB.V.2016

53. How organisations grow
customer demand and trust
Ed Gillespie
MSC Seafood Forum April 2016

54. Hi.
We are Futerra, an independent,
mission-driven, change agency.
We help businesses unlock
the value of sustainability.
— 58 —

55. Our Mission
Making sustainability
so desirable it
becomes normal
— 59 —

56. Where you spend money
To…
Managing past impact
Less bad
The right thing to do
How you make it
Creating future opportunity
More good
The smart thing to do
From…
What we believe
Philanthropy Abillion dollar opportunity
— 60 —
Sustainability is evolving

57. v
Futerra is unique among potential partners in combining the ‘logic’ of strategic
business advice with the ‘magic’ of powerful creative.
We use our theory of change to deliver the results that business
and brand teams demand.
What we do
MAGIC
Brand strategy
Identity
Comms strategy
Campaigns
LOGIC
Vision
Strategy
Business model
Action plans
— 61 —

58. Our theory of change
VISION
Know where you're going
SYMBOLS
Create brands that matter
MAPS
Build strong action plans
STORIES
Take people with you
There are four
components that
are necessary to
unlock the value
of sustainability.
LOGIC MAGIC
— 62 —

59. “What should our
sustainability strategy
be in the context of our
business?”
“What should our
business strategy be in
the context of
sustainability?”

63. “If you’re not at the
table…you’re on
the menu”
Michael Enzi

69. Sustainability certifications build market share
Globally, 93% of
consumers say they
would be more loyal
to a company that
engages in Corporate
Social Responsibility
(Cone).
Global sales of Fair
Trade products
reached almost €6 in
2014
(Fairtrade)
Even major brands
have embraced
Fairtrade sourcing
including Ben &
Jerry’s, Cadbury,
Mars and Nestle
(Fairtrade)
Globally, 91% of
consumers are likely
to switch brands to
one associated with
a good cause, given
comparable price
and quality (Cone).

70. Consumer benefit identification tool
Functional Emotional Social
Can sustainability add value for
money?
Enhance performance and efficacy?
Improve quality?
Give my consumer more time in their
day?
Add to safety?
Make their life easier?
Can sustainability strengthen sensory
experience?
Offer more physical comfort?
Provide a thrill of excitement?
Heighten self-worth?
Enhance personalization?
Make their life happier?
Can sustainability facilitate family
bonding?
Make them seem more desirable in
others’ eyes?
Prove how cool, smart and able they
are?
Offer community and a sense of
belonging?
Be adapted into shareable content?
What’s in it for my consumer?
Consumer benefits taken from our recent study Selling Sustainability
— 74 —

71. E FREYA WILLIAMS

73. $1B
(THAT’S BILLION WITH A ‘B’)

75. The New World Order

76. ANNUAL
REVENUE
The Green
Giants
$100
BILLION
(PRODUCTS FOR A
MORE SUSTAINABLE
LIFE AT HOME)
(FLYKNIT)

77. 9 companies that make over
$1billion in annual revenue
from products or services with
sustainability or
social good at their core.
Green Giants Definition

78. $3,251
$1,932
GREEN GIANTS COMPETITORS
$1000 over 5
years…
11.7% = amount by which
Green Giants’ stock
outperformed comparison
companies annually
between June 2010 and
April 2015

79. THE
ICONOCLASTIC
LEADER
1 DISRUPTIVE
INNOVATION
2 A PURPOSE
BEYOND PROFIT
3
BUILT-IN NOT
BOLTED ON
4 MAINSTREAM
APPEAL
5 A NEW
BEHAVIOURAL
CONTRACT
6
What they all have in common

80. Mondelēz – Coffee Made Happy
IMPACT
Coffee Made Happy has been adopted by all Mondelēz brands and is carried on pack.
Kenco have created a consumer facing campaign – Coffee vs Gangs – based on the idea.
Mondelēz are on track to meet their targets and have had wide-ranging KOL and media support.
www.coffeemadehappy.com // www.coffeevsgangs.com
— 84 —

81. Danone Baby
Creating a connection between healthy babies and
healthy nature for Danone’s baby food brands

83. CUSTOMER
PREFERENC
E
EFFICIENCY
&
PRODUCTIVIT
Y
SUPPLY
CHAIN
RESILIENCE
REVENUE
OPPS.
Source:WorldEconomicForum

85. BENEFIT CORPORATIONS

89. The fog of concern and the ‘finite pool of worry’…

92. “The market
makes a good
servant, a bad
master and a
terrifying God”
Amory Lovins

94. BE INTERESTING
TELL THE TRUTH
LIVE THE TRUTH

95. “AN EXTRAORDINARY
EMERGENCY…CALLS FOR AN
EXTRAORDINARY EMERGENCE”

96. Copyright © 2015 Futerra Sustainability Communications. All rights reserved.
LONDON
8—14 Vine Hill
London
EC1R 5DX
STOCKHOLM
Stora Nygatan 45, 1tr
11127 Stockholm
Sverige
NEW YORK
One Little West 12
th
St.
New York
NY 10014
Contact
mark.nelkin@futerra.co.uk
www.futerra.co.uk
SAN FRANSISCO
88 Kearney St.
San Francisco
CA 94108
Thanks
ed@futerra.co.uk

97. 101
Seafood Futures Forum
Growing consumer demand and trust
#SeafoodFutures

98. 102
Visit us
Hall 7
Stand 7-1553

99. 103
Seafood Futures Forum:
Growing consumer demand
and trust

100. 104
MSC’s vision is
…for the world’s oceans to be teeming
with life - today, tomorrow and for the
generations to come
ASC’s vision is
…a world where aquaculture plays a
major role in supplying food and
social benefits for mankind whilst
minimising negative impacts on the
environment

101. 105
247 farms certified (+56%)
Volume of certified fish, more than
800,000 tons (+ 59%)
Farms in the ASC program 2015-16

102. Fisheries in the MSC
program 2015-16
40 new fisheries certified
33 fisheries recertified
8 suspended/exit
Volume of certified fish
increased by 800,000 tons
(+15%)
106
Certified ~ 9,500,000 tons 287 fisheries
In assessment ~ 1,700,000 tons 94 fisheries
Total ~ 11,700,000 tons 381 engaged

103. 107
ASC labelled products 2015-16
5,130 ASC labelled
products + 91%
Now for sale in 57 countries

104. MSC labelled products 2015-16
20,800 MSC labelled products
622,000 tons (+8%)
Estimated US$4.7 billion
spent by consumers on MSC
labelled products
108

105. Volume of consumer facing MSC labelled products per country
109

106. ASC labelled products per country
110

107. Growth in top species by volume
111

108. ASC labelled products per species over time
112
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Tilapia
Pangasius
Salmon
Trout
Shrimp
Bivalves

109. 113
#SeafoodFutures
@MSCecolabel
@ASC_aqua
Join the conversation
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110. 114
Visit us
Hall 7
Stand 7-1553