MSC update Denmark and globally

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1 THE BEST ENVIRONMENTAL CHOICE IIN SEAFOOD Marine Stewardship Council MSC update Denmark and globally Minna Epps, Programdirektør, MSC Skandinavien & Østersøområdet

2 Context: Global need for a sustainable fishing industry Foodsecurity: Nr1 animal protein for 2.4 billion people, growing world population. Work & Income: 200mln people depend on fishing, processing or affiliated services to the seafood industry. (Source: FAO)

3 Hvorfor? Problemer med overfiskeri i 30% af globale fiskebestande Stadig store problemer med IUU (illegalt urapporteret fiskeri, samt økosystem påvirkning Fiskeri på lavtrofiske niveauer 3

4 Vi har en stor ambition Et hav som myldrer af liv og beskyttede fiskebestande for denne og fremtidige generationer. 4

5 men vores arbejde er meget specifikt at bruge vores miljømærke og certificeringsprogram til at bidrage til levende have. 5

6 Context: External recognition of MSC s leading status Ifremer, FAO, WWF reports confirm MSC as leading program Only global program meeting ISEAL Codes of good practice and FAO guidelines Yearly Monitoring and Evaluation of the program demonstrated positive impacts

7 Organization: status update Global, non-profit, public education charity, multistakeholder governance 150 people, in 14 offices, projects >100 countries. Funded by charity donors (30%), logo revenue (70%), at 15M GBP/yr. Key Activities: Standard setting and maintenance. Integrity control of the supply-chain. Ecolabelling program. Capacity building and improvement program Marketing and communications

8 MSCs miljøstandard for bæredygtigt fiskeri Hvem kan blive certificeret? MSCs miljøstandard omfatter alle sø- og havvandsfiskerier som fanger vilde fisk og skaldyr. Indenfor MSC programmet findes der yderligere tre typer fiskeri med kompensationsudsætning eller lignende foranstaltninger 1.Erhvervsfiskeri som fanger fisk lader dem vokse sig store (Catch and Grow fisheries) også kendt som fangstbaseret dambrug. Den vigtigste faktor som adskiller dette fra rent dambrug er at fisken fra begyndelsen er fanget i naturen. 2. Erhvervsfiskeri som avler og fanger fisk (Hatch and Catch fisheries) også kendt som kulturbaseret fiskeri. I disse ervhervsfiskerier tilføres æg, larver eller fiskeyngel til naturen fra klækkerier. Siden fanger de dem når de har vokset sig store. 3.Påvirkning af levemiljøer og økosystem eksempelvis at tilsætte reb som muslinger kan vokse på Opdrættet fisk kan certificeres efter Aquaculture Stewardship Councils (ASC) standard. 8

9 MSCs miljøprogram og Chain of Custody Fishery Fiskeri Fishery Certification Certificeret fiskeri Sporbarhedscertificering Certification Chain of Custody Licens for logo Ecolabel Licensing Consumer Product Slutprodukt Et MSC certifikat forudsætter en ubrudt kæde af certificeringer hele vejen tilbage til fiskeriet 9

10 Context: market and supply chain actors play key role Markets actors increasingly demand independent verification of sustainability To secure long term supplies. To answer to consumer concerns and demands. To offset e-ngo pressure As part of an overall CSR Strategy. To demonstrate leadership and vision. To create Marketing and Sales Opportunities. Bottom Line: Sustainability PAYS! Eco-labelling important in delivering credible message, Supplement supply-chain can play a positive role as part of a broader movement!

11 What is traceability? Traceability is the ability for seafood consumers and brands to trace their seafood back to its source and as a result to know that the label on their product is correct. 11

12 Causes of mislabelling Accidental Meeting gaps in supply Boosting profits 12

13 Mislabelling motivations Cod 25/kg Pangasius 4/kg 13

14 The consequences of mislabelled seafood Illegal, unreported and unregulated (IUU) fishing The trade of vulnerable species can go unnoticed Consumer deception Risks to consumer health 14

15 Why this is so important to the MSC? A traceable supply chain, from the consumer back to sustainable fisheries, is fundamental to consumers' trust and confidence in the seafood they re buying. Alfred Schumm, WWF s Smart Fishing Initiative leader 15

16 The latest DNA testing results The testing sampled 256 unique products and 13 species of fish, sourced from retailers across 16 countries 16

17 The latest DNA testing results 17

18 Development of product numbers Denmark 18

19 Denmark s market share Denmark: 5.5% consumer facing products on total products in the world 19

20 Number of Ecolabel Licence Holders Ecolabel licence holders 60 Ecolabel Licence holders

21 Distribution of MSC products 101 countries selling MSC certified products Rest of the world Germany Finland Canada United States Belgium Netherlands Sweden Austria United Kingdom Switzerland Denmark France 21

22 Consumer facing products per species Danish market Others Herring Mussel (blue) Cod (Pacific) Plaice (European) Pollock (walleye) Prawn (northern) Cod (Atlantic) 22

23 Consumer facing products per species All MSC products Other Herring Mussel (blue) Pollock (walleye) Haddock Cod (Pacific) Prawn (northern) Cod (Atlantic) Salmon 23

24 Product categories Danish market Other (pet food, supplements) Menu Item Fish Counter Preserved Retail - frozen Retail - fresh 24

25 Global standard er et must for et globalt marked Norge Sverige Danmark New Zealand USA Øvrige

26 Sammen er vi kommet et langt stykke ad vejen 8.8 millioner ton fisk og skaldyr kommer fra certificerede fiskerier 4% af den totale fisk og skaldyr er under vurdering Tæt på10% af den totale globale fangst af vildtfanget fisk og skaldyr er certificeret Estimeret 15% af den globale fangst er under forhandsvurdering

27 Fra hav til bord: MSCs Chain of Custody Når forbrugerne køber MSC-mærket fisk og skaldyr, kan de være sikre på at fisken de køber kan spores tilbage til et bæredygtigt fiskeri 2,300 2,792 2, virksomheder i 77 lande er sporbarhedscertificeret. Disse virksomheder driver forretninger i hele verden 1,

28 Number of MSC ecolabelled products available around the world Bæredygtige valg Efterspørgslen på bæredygtigt fisk og skaldyr fortsætter med at stige og forbrugerne kan nu vælge mellem et større udbud end nogensinde før. 18,000 16,000 14,000 12,000 10,

29 Bæredygtige valg ton MSC mærket fisk og skaldyr blev købt i , en stigning fra ton i msc-mærkede produkter, sammenlignet med I marts arter tilgængelige med MSC-mærket med produkter til salg I 97 lande. US$4.5 milliarder brugte forbrugerne på MSC-mærkede produkter I ** * Number of products defined as the global sum of products available in individual countries (SKUs). ** Retail market value of consumer facing MSC ecolabelled products, calculated by adding a global average 40% retail mark up to wholesale values.

30 MSC Consumer Insights Traceability final proofed data GlobeScan Incorporated February, 2016

31 Concerns About Accuracy of Fish Labelling Over half of fish consumers globally have doubts about the labelling of fish they buy I sometimes doubt that the fish in products I buy is really what the label says it is, Describes my opinion (5+6+7 on 7 point scale) 72% 55% 64% 64% 61% 60% 60% 59% 58% 57% 56% 54% 53% 50% 50% 50% 50% 48% 47% 47% 46% 39% 31 Base: Seafood consumers, global, (n=16,876), all countries weighted equally in global average Question: 5. How well does each of the following statements describe your opinions? Please use a scale from 1-7 where 1 means Does not describe my opinion very well" and 7 is Describes my opinion very well"

32 Importance of the Provenance of Fish Fish consumers like to know that the seafood they buy can be traced to a trusted source I want to know that the fish I buy can be traced back to a known and trusted source, Describes my opinion (5+6+7 on 7 point scale) 65% 81% 79% 78% 75% 73% 73% 73% 73% 69% 67% 66% 63% 62% 61% 60% 59% 58% 56% 55% 49% 46% 32 Base: Seafood consumers, global, (n=16,876), all countries weighted equally in global average Question: 5. How well does each of the following statements describe your opinions? Please use a scale from 1-7 where 1 means Does not describe my opinion very well" and 7 is Describes my opinion very well"

33 Ecolabels as a Trusted Source More than six in ten fish consumers look to ecolabels as a trusted source of origin information If a product has an ecolabel I am more likely to trust where the product comes from, Describes my opinion (5+6+7 on 7 point scale) 63% 78% 74% 72% 71% 70% 69% 67% 66% 65% 64% 64% 61% 60% 58% 58% 57% 57% 55% 55% 54% 51% 33 Base: Seafood consumers, global, (n=16,876), all countries weighted equally in global average Question: 8. How well does each of the following statements describe your opinions about ecolabels? Please use a scale from 1-7 where 1 means Does not describe my opinion very well" and 7 is Describes my opinion very well"

34 Forbrugerundersøgelse 34

35 We ve come a long way 285 fisheries certified, 8,8 MMT 10% of global catch certified 96 fisheries in assessment 4% in Full assessment Another 1000 fisheries preassessed 15% of global supply Many FIPs working towards MSC 35

36 Toghether we have major positive impacts in the water > 575 improvements have been made by fisheries after certification Stock recovery catalysed by MSC conditions. Fisheries reduced bycatch rates and lowered impacts on the bottom. Better regulation and control introduced due to conditions. Scientific uncertainty reduced.

37 MSC i fremtiden? Forbrugerundersøgelser Fokus på sporbarhed Øget samarbejde med ASC Opdateringer af standarder Udvikling af nye standarder Evalueringsrapporter (også af socioøkonomiske aspekter) FIPs i udviklingslande Arbejdsforholdene i fiskeri 37

38 DET BÄSTA MILJÖVALET FÖR FISK OCH SKALDJUR Tak for at I lyttede og støtter bæredygtigt fiskeri

39 "Knowing where food comes from is becoming increasingly important to consumers concerned about issues such as sustainability, ethical issues and food miles. Unfortunately, seafood supply chains are often incredibly complex, making it potentially easy for certain products to be switched for undesirable ones, either intentionally or unintentionally. I am therefore genuinely encouraged to see the results from this latest study by the MSC." - Dr Bryce Beukers-Stewart, Fisheries Scientist, University of York, UK Acoura certifies over 100 companies for MSC Chain of Custody and it is our opinion that it is without doubt one of the most robust traceability standards within the food industry. Our clients go to great lengths to improve their practices to meet this standard. While at times it s not easy for them, once they achieve certification they have all been able to benefit both commercially and reputationally. - Martin Gill, Managing Director Acoura Marine The origin of our products is extremely important to us. Sustainable fisheries play an existential role in our purchasing policy. We definitely want to make sure that there s not only fish for today, but that we can also offer a broad fish assortment to our clients in the future. - Jan Bock, director purchasing at Lidl Germany Our customers can confidently know that the wild-caught, Alaska Pollock they enjoy on our Filet-O-Fish sandwich can be traced back to sustainably managed fisheries, direct from the pristine waters of Alaska. - Susan Forsell, Vice President, Sustainability, McDonald s USA 39