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Workshop for FMI's 2010 Show in Las Vegas on Sustainable Seafood.
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www.perishablesgroup.com 1
Navigating the Sustainable Seafood Waters:
The What, Why and How of Sustainable Seafood
Steve Lutz, The Perishables Group Heather Tausig, The New England Aquarium Susan Jackson, International Seafood Sustainability Council Ron Rogness, National Fisheries Institute Jeanne von Zastrow, Food Marketing Institute
Why is this important to the retail food industry?
What are FMI, NFI and other groups doing to help?
What are consumers doing about sustainable seafood?
How are retailers, suppliers and NGO’s working together?
Where can you turn for help on seafood sustainability?
www.perishablesgroup.com 2
Sustainable Seafood -- What’s the Buzz?
The global population growth, increasing demand for seafood and concerns about the long term viability of the world’s seafood supply.
In August 2007, 22 FMI member companies formed a “sustainable seafood working group” with this mission:
To identify priorities and issues, find ways to cut through the confusing, complicated and complex subject and develop industry guidelines, tools and resources to help retailers, suppliers, consumers and NGO’s work together for solutions.
www.perishablesgroup.com 3
FMI Industry Position on Sustainable Seafood
FMI supports programs to promote a sustainable supply of seafood, and encourages retailers to:1. Learn about issues2. Utilize sustainable seafood resources3. Develop individual company procurement policies for
sustainable seafood4. Consider sustainable seafood certification programs.
FMI will partner with suppliers, government, advocacy groups and other experts to assure long term viability of seafood supply.
FMI sustainability working group will develop resources, tools and voluntary guidelines for the
www.perishablesgroup.com 4
FMI Sustainable Seafood Research (May 2010)
Respondents over 5Billion $ in salesIncreasing momentum on sustainable seafood 93% either working on
or have policy/mission/guidelinesEnvironmental organizations are important partners, 60% engagedSuppliers are important partners, 70% engaged on sustainabilityTraceability is vital, rates 4.1 (on 1-5) as one of highest prioritiesComplexity and inconsistency are two most significant challengesRetailers want to see increased sales of sustainable products (4.22)Retailers want to see environmental improvements in “unsustainable”
products (4.7) and established quantification of environmental progress (4.0)
50% retailers rely on trade associations for policies, goals, standards
www.perishablesgroup.com 5
Consumers & SustainabilityWhat consumers really know and think about
sustainable seafood
Steve LutzExecutive Vice PresidentPerishables Group
www.perishablesgroup.com 6
Research Sponsor
Special thanks to:
Results in the May issue of Seafood Business
www.perishablesgroup.com 7
Overview
The Sustainability Message is getting out, but what is sticking with consumers?
1,053 consumers surveyed nationally
Four US regions and national total
Focused on consumer knowledge and attitudes toward seafood sustainability
www.perishablesgroup.com 8
What influences Seafood Purchases?
When deciding what fresh seafood items to purchase from the supermarket or other store, how important are each of the following?
www.perishablesgroup.com 9
What influences Seafood Purchases?
When deciding what fresh seafood items to purchase from the supermarket or other store, which of the following is most important to you?
75%
www.perishablesgroup.com 10
Responding to Reality
If ‘sustainable seafood’ is defined as fish that is caught in a way that does not risk the species’ future or oceans, or farmed fish that is farmed in a way that
does not harm the environment, which of the following statements best describes you?
64%
www.perishablesgroup.com 11
Sustainability Message Recall
www.perishablesgroup.com 12
Sustainability Comparisons
www.perishablesgroup.com 13
Knowledgeable Seafood Consumers
www.perishablesgroup.com 14
Sustainability Preference
www.perishablesgroup.com 15
Sustainability Messaging by Age Group
www.perishablesgroup.com 16
Key Findings
www.perishablesgroup.com 17
Key Findings
Sustainability awareness over-shadowed by seafood safety
Un-aided preference for “sustainability” is relatively low and falls significantly below other purchase drivers (safety, price, type)
For a majority of consumers, “sustainability” is most easily linked to long term species viability
Awareness of “eco-labels” is relative low and, at least as a concept, not powerfully persuasive
Aided awareness of sustainability groups themselves is low.
www.perishablesgroup.com 18
Key Findings
Farmed raised products generally receive higher sustainability ratings than similar wild products. U.S. generally ranks higher than imports
Self-described “knowledgeable” buyers and consumers under age 35 are much more likely be aware of sustainability, use available seafood guides and note signage/menu information
Heavier seafood users rank sustainability higher
The best, most consistent supermarket seafood consumers are likely to have the most interest in sustainability issues and are on the lookout for retail messaging.
www.perishablesgroup.com 19
Consumers & SustainabilityWhat consumers really know and think about
sustainable seafood
Steve LutzExecutive Vice PresidentPerishables Group
Heather TausigAssociate Vice President of Conservation
New England Aquarium
May 12, 2010
Navigating the Sustainable Seafood Waters: The What, Why and How of
Sustainable Seafood
We aim to protect the world’s ocean resources by:• raising public awareness and •working with the seafood industry to advance sustainable practices within wild-capture fisheries and aquaculture operations.
Raising Public Awareness
Corporate Partnerships
Promotions
Website and In-StoreEducation
Policy Development
A Common Vision for Environmentally Responsible Seafood
www.solutionsforseafood.org
NGOs Involved
The Steps
1. Make a commitment to have a corporate sustainable seafood policy.
2. Collect data on seafood products.
3. Buy environmentally responsible seafood.
4. Make product information publicly available.
5. Educate customers, suppliers, employees.
6. Support reform to improve fisheries and aquaculture management.
Retailer Support
World Wildlife FundPartnerships; sourcing and policy advice;fishery improvement projects
FishWisePartnerships; trainings; product signage
• More than 1,500 stores
• Goal: All products are sustainable and traceable• Product and supplier
assessments• Improvement plans and
alternative sources• Staff training• Consumer education• Policy engagement
Sustainable Fisheries PartnershipPartnerships; data resource
SeaChoicePartnerships; sourcing and policy advice •Canadian Parks and
Wilderness Society•David Suzuki Foundation•Ecology Action Centre•Living Oceans Society•Sierra Club of Canada
FishChoiceSourcing tool
Food Marketing InstituteSustainable Seafood Working Group
Goal Develop tools, resources and strategy
to support the entire industry’s journey to sustainability
www.fmi.org/sustainability
• Case studies• Retail tools and research• Resource list• Supplier and NGO Advisory Councils
Resources
www.neaq.org/sustainableseafood
www.solutionsforseafood.org
www.fmi.org/sustainability
For more information:Heather Tausig617-973-0274
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Susan Jackson, PresidentFMI Conference
May 12, 2010
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Tuna: 4 million tons
84 Million Metric Tons
Total Global Marine Capture of Food Fish
Principle Commercial Tuna Species
Regional Fisheries Management Organizations
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Bolton AlimentariBumble Bee Foods /
Clover Leaf SeafoodsMW BrandsPrinces Ltd. Sea Value Co., Ltd.
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ISSF Participating Companies
StarKist Co.Thai Union Mfg. / Chicken of the Sea Tri Marine InternationalWWF
FOUNDERS
NEW COMPANIES FRINSA Negocios Industriales Real NIRSA S.A.
RFMO Report Card: Overall
Report of Tuna RFMO Chairs MeetingSan Francisco
February 5-6, 2008
"Substantial concerns were expressed regarding the consequences of RFMOs not adopting management measures consistent with the best available scientific advice."
"Compliance to adopted measures was identified as a common problem. Activities of non-compliant members could undermine compliance efforts by all other members."
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ISSF MissionISSF’s Mission is to undertake science-based initiatives for the long-term conservation and sustainable use of
tuna stocks, reducing by-catch and promoting ecosystem health.
Ultimate, Achievable GoalTargeted stocks maintained at or above
levels of abundance capable of supporting maximum sustainable yield in a healthy ecosystem
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Why The Mission Matters
• SHELF-STABLE -- 90 percent of global tuna catch comes from stocks that are currently in good condition, but of the 90 percent, 18 percent are in decline
• RFMO STRUCTURE – Veto power of individual nations undermines conservation measures.
• BYCATCH – Purse seine and longline fishing – 75 percent of global catch – produce bycatch
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Issues Being Addressed
• Conservation• Fishing Capacity• Bycatch• Data• IUU
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For more information
www.ISS-Foundation.org
Seafood Sustainability: Progress and Opportunities
Ron Rogness
Sustainability Officer
National Fisheries Institute
Progress and Opportunities Discussion Points
NFI sustainability commitment and engagement
Analysis of US seafood purchases
Analysis of US seafood sourcing
Analysis of sustainability options
Introduction of certification benchmark initiative
National Fisheries InstituteSustainability Involvement and Commitments
Strongly support inclusive, rigorous, transparent NOAA fishery management system for US fisheries
Participate on MSC Board of Trustees Participate on International Seafood Sustainability Foundation Board of
Directors Coordinate ALLFISH, public-private partnership with World Bank Support Global Aquaculture Alliance Best Aquaculture Practices Working collaboratively with FMI’s Sustainable Seafood Working Group
National Fisheries InstituteSustainability Definition
Seafood sustainability means feeding America’s families the fish they enjoy today without endangering ability of generations to fish in the future.
Issues not specific to seafood (workers’ rights, social welfare issues) should not be addressed specifically through seafood initiatives, but through other corporate initiatives
Where Americans Spend Seafood Dollars2008 Top 10 Seafoods
pounds % total cumulative %
Shrimp 4.10 25.6 25.6
Canned tuna 2.80 17.5 43.1Salmon 1.84 11.5
54.6Pollock 1.34 8.4 63.0Tilapia 1.19 7.4 70.4Catfish 0.92 5.8 76.2Crab 0.61 3.8 80.0Cod 0.44 2.8 82.8Flatfish 0.43 2.7 85.4Clams 0.42 2.6 88.1All other 1.91 11.9 100.0
Where Americans Source Seafood
wild, domesticwild, imports
farmed, domestic farmed, imports
pollock
catfish
tuna
shrimpsalmon
salmoncrab
cod
clams
flatfish
shrimp
tilapia
wild, domestic wild, imports
farmed, domestic farmed, imports
Natl. Ocean. and Atmos. FisheriesOpen, transparent, participatory
Marine Stewardship Council (when market dictates)
Transparent, participatory, improving
International Seafood Sustainability Foundation
Science-led, action-oriented
Global Aquaculture Assoc.
Best Aquaculture PracticesTransparent, participatory, improving
Global Aquaculture Assoc.
Best Aquaculture PracticesTransparent, participatory, improving
Impartial: Department of Commerce, NOAA Fisheries and state managers are government managers of nation’s fisheries
Objective: 10 national standards ensure sustainable management
Participatory: Congressional debate on Magnuson Stevens Act, NOAA rulemaking process, Council Science and Statistics Committees, Species Plan Teams, and Councils open to NGOs, academics, industry, government
Transparent: All meetings subject to “sunshine laws”
Right of appeal: Litigation is accepted part of process in event NGO or industry disagrees with Council decisions
NFI Views on Sustainability EffortsNOAA Fisheries
NFI Views on Sustainability EffortsNOAA Communications
AnchovyAtlantic Striped BassBlack Sea BassBluefishClamsCobiaCodQueen ConchCrabDogfishFlounderGrouperHaddockHalibutAtlantic HerringLingcodLobsterMackerelMahimahiMonkfishOpahPollockRockfishSablefish
NOAA Fisheries recently moved to better communicate the status of stocks
http://www.nmfs.noaa.gov/fishwatch/
NFI Views on Sustainability EffortsBest Aquaculture Practices
Hatchery
Pond
Feed
Processing
Sustainability Food Safety Social justice Traceability
What Should You Look for in Third Party Seafood Sustainability Programs
Transparency: Assessment notifications should be provided to public and to fishery under review
Independence: Independent review of methods or standards used Input: A formal process for public input Right of appeal: Appeal processes should be provided for fisheries
reviewed Differentiation of Fisheries: Should recognize distinct fisheries
within resources and species
Shortcomings in ratings system should give retailers pause before basing sourcing decisions upon their recommendations
pounds Shrimp 1.118 billion Canned tuna 339.2 millionSalmon 338.0 millionTilapia 220.2 millionCrab 14.6 millionCod 106.2 millionFlatfish 7.0 millionAll other 186.8 millionTOTAL 2.324 billion
U.S. seafood consumption would be 8.33 pounds per person, the lowest level since 1910 and before commercial refrigeration and freezing available.
Reducing seafood consumption “against doctor’s orders”
Understand the Implications of Sustainability Decisions: Loss of Red List Species
NFI Views on Sustainability Other Issues
Traceability: Must be compatible with existing food safety or other traceability systems
Bottom trawling: Many fisheries have contact with bottom, but most operate in same area. Would we bring Great Plains to natural grasses again?
IUU: Due to NOAA system, extraordinarily rare in US. As most seafood is now aquacultured, IUU becomes less an issue
NFI Views on Sustainability Efforts
Health and environmental effects of moving consumers to alternative proteins must be considered in equation
Economic and social harm inflicted upon members of supply chain should be considered before dropping species: economic and social instability are not conducive to movement to sustainable management
Gear types (e.g. bottom trawl) and methods of production (e.g. ocean pen aquaculture) should not be dismissed as unsustainable: “Improvement over elimination”
Unintended Consequences
NFI Future Activities on SustainabilityOptions to Increase Partnerships
ICFA partnership with World Bank
Designed to assist developing nations improve fisheries management
Components of market access essential
Mix of economic research and practical programs
NFI Future Activities on SustainabilityOptions to Increase Partnerships
2009 study highlighted need for both certification schemes and recommendation lists to improve consistency and adhere to FAO guidelines on independence and transparency
Highlights need for benchmarking by legitimate authority similar to Consumer Goods Forum’s programs for food safety, workers’ rights and packaging
Core principles need to be FAO Fisheries Code of Conduct and related agreements
Diverse steering group with supply chain emphasis (developing and developed nations, producers thru retailers)
National Fisheries InstituteSuggestions for Retailers
Understand what consumers say and what they do --- they are usually different, especially on sustainability
Think carefully about your partners. Many NGOs seek improvements and understand responsibility to current consumers. Other NGOs do not.
Examine the business impact of your sustainability decisions … not just the public relations aspect
Demand your suppliers review the sustainability status of your purchases
Create your own base knowledge about sustainability --- do some independent research (e.g., NOAA Fisheries Fishwatch website)
National Fisheries Institute
Seafood Sustainability
Progress and opportunities