Marine Stewardship Council

Global Commercial Network Meeting

Nicolas Guichoux

Global Commercial Director

Delivering global impacts in partnership Fishery and market update

May 2014

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

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

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 allproducts

Number ofConsumer FacingProducts

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

Year on year growth - top markets

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%

“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 fishprotein/imitation crab)

Sales USD

Significant commercial developments in 2013/14

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

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

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

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

• 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

• 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

Canada

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)

Global Impacts report

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

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)

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

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.

- 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

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