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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?


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.


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


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


Consumers & SustainabilityWhat consumers really know and think about

sustainable seafood

Steve LutzExecutive Vice PresidentPerishables Group


Research Sponsor

Special thanks to:

Results in the May issue of Seafood Business


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


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?


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%


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%


Sustainability Message Recall


Sustainability Comparisons


Knowledgeable Seafood Consumers


Sustainability Preference


Sustainability Messaging by Age Group


Key Findings


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.


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.


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

[email protected]

http://www.neaq/org/sustainableseafood

http://www.solutionsforseafood.org/

http://www.fmi.org/sustainability

http://www.fmi.org/sustainability

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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/

http://www.nmfs.noaa.gov/fishwatch/species/anchovy.htm

http://www.nmfs.noaa.gov/fishwatch/species/atl_striped_bass.htm

http://www.nmfs.noaa.gov/fishwatch/species/black_sea_bass.htm

http://www.nmfs.noaa.gov/fishwatch/species/bluefish.htm

http://www.nmfs.noaa.gov/fishwatch/species/cobia.htm

http://www.nmfs.noaa.gov/fishwatch/species/queen_conch.htm

http://www.nmfs.noaa.gov/fishwatch/species/haddock.htm

http://www.nmfs.noaa.gov/fishwatch/species/atl_herring.htm

http://www.nmfs.noaa.gov/fishwatch/species/dolphinfish.htm

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

Ron [email protected]

Seafood Sustainability

Progress and opportunities

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