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Seafood Sustainability Trends, Market Drivers, and Opportunities

Seafood Sustainability Trends, Market Drivers, and Opportunities. John Connelly President. Seafood Sustainability Topics. Who is NFI What are the status of stocks What are the perceived status of stocks Why the difference between reality and perception matters

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Seafood Sustainability Trends, Market Drivers, and Opportunities

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  1. Seafood Sustainability Trends, Market Drivers, and Opportunities John Connelly President

  2. Seafood Sustainability Topics • Who is NFI • What are the status of stocks • What are the perceived status of stocks • Why the difference between reality and perception matters • Industry responses – Wal-Mart case study • Future challenges

  3. National Fisheries InstituteWho We Are • Voice for seafood community in Washington, with the media, and in the marketplace • Represent industry from “water to table” • Represent most domestic industry and importers • Committed to sustainable use of resources • Work closely with Petur Bjarnson through ICFA

  4. Relationships Among Key IssuesWhere We Spend our Resources(by discipline) LegislativeRegulatoryCommunications Health benefits Low High High Aquaculture Low Medium High Trade issues High Low High Access to resources High Low High Economic integrity Low High Medium

  5. Data and Trends in the U.S. MarketStatus of Stocks, Consumption TrendsandThe Good News

  6. Seafood SustainabilityStatus of Global Stocks Stable supply of 80 M MT wild capture fisheries since 1986

  7. Seafood SustainabilityStatus of U.S. Stocks Overexploited stocks stabilizing since early 1990s

  8. Seafood SustainabilityVariability in Regions Stocks Variability in management regimes leads to variability in successful stock management

  9. Fish ConsumptionWhat Others are Saying • American Heart Association: We recommend eating fish (particularly fatty fish) at least two times a week.  Fish is a good source of protein and doesn’t have the high saturated fat that fatty meat products do.  Fatty fish like mackerel, lake trout, herring, sardines, albacore tuna and salmon are high in two kinds of omega-3 fatty acids, eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA). • American Dietetic Association: Fish provides a good source of the fatty acid omega-3, which can help reduce the risk of heart attacks. Fish is also a great source of protein, zinc and iron and has less saturated fat, which can increase blood cholesterol. The current FDA recommendation is to eat up to 12 ounces a week.

  10. Fish ConmsumptionWhat Others Are Saying U.S. government policy: Americans should eat fish twice per week

  11. What Fish Americans EatTop Ten Seafoods 2001 Shrimp 3.4 Canned Tuna 2.9 Salmon 2.0 Pollock 1.21 Catfish 1.15 Cod 0.47 Clams 0.47 Crabs 0.44 Flatfish 0.39 Tilapia 0.35 2002 Shrimp 3.7 Canned Tuna 3.1 Salmon 2.0 Pollock 1.13 Catfish 1.10 Cod 0.66 Crab 0.57 Clams 0.53 Tilapia 0.40 Flatfish 0.32 2003 Shrimp 4.0 Canned Tuna 3.4 Salmon 2.2 Pollock 1.71 Catfish 1.14 Cod 0.64 Crab 0.61 Tilapia 0.54 Clams 0.53 Scallops 0/33 2004 Shrimp 4.2 Canned Tuna 3.3 Salmon 2.2 Pollock 1.27 Catfish 1.09 Tilapia 0.69 Crab 0.62 Cod 0.60 Clams 0.47 Flatfish 0.39

  12. Data and Trends in the U.S. MarketConsumption TrendsandThe Bad News

  13. Seafood SustainabilityCreation of Perceptions

  14. “Mercury is such a potent neurotoxinthat even small doses can causeirreversible brain and heart damage.”

  15. “… Farm raised salmon are fed antibiotics, colorants and pesticides!”

  16. Total Negative Seafood CoverageNumber of Clips by Year

  17. So what --- “I don’t need to be loved …… I just need people to eat seafood.”

  18. Data and Trends in the U.S. MarketConsumer Attitudes

  19. Familiarity Overview 100 Positive seafood messages generally have solid levels of awareness. Negative seafood messages generally have much lower levels of awareness. 0

  20. Believability Overview 100 Positive seafood messages have high levels of believability. Negative seafood messages have levels of believability just as high as the positive messages. 0

  21. Impact Overview 100 Negative seafood messages have levels of potential impact on seafood consumption just as high as the positive messages. 0

  22. Corporate Image Challenges Seafood as Part of Broader Campaign

  23. HarvestingFish FarmingProcessingRetailers Harvest levels Environmental Food safety Personal health Harvest types Feed issues Related to families eg, bottom trawls and children Susceptible to boycotts New approach (and thus newsworthy) Where is Weakness in This Chain?Where Would You Attack?

  24. Seafood SustainabilityWal-Mart’s Challenge: An Example Wal-Mart’s goals is to site 1,500 new stores in the United States.

  25. Seafood SustainabilityWal-Mart Actions • Third party certified farmed shrimp • Third party certified wild capture products • Logo on certified products • Suppliers work with fisheries on “long term” fisheries • Suppliers work with WWF and CI on “challenged” fisheries • Work long term on selling only certified fish

  26. Seafood SustainabilityCertification Schemes: Some More Credible than Others

  27. FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS helping to build a world without hunger Seafood SustainabilityCertification Schemes • Report of the Expert Consultation on the Development of International Guidelines for Ecolabelling of Fish and Fishery Products from Marine Capture Fisheries • Requirements, criteria and procedures for ecolabelling of fish and fishery products from marine capture fisheries Three principal procedural and institutional matters: • setting of certification standards • accreditation of independent certifying bodies • certification that a fishery and the product chain of custody

  28. Seafood SustainabilityWal-Mart Commitments Can Wal-Mart Sustain a Softer Edge?February 8, 2006; Page A2 You have to wonder what the late Sam Walton would have thought if he had seen this Wal-Mart vows to sell only sustainable fish recent headline: ".“ Sustainable fish? Get real. Whole Foods, the upscale retailer, sells "sustainable fish." Wal-Mart, the cost-chopping company Sam Walton created a half-century ago, sells cheap fish. How else can they offer salmon for less than $5 a pound? But after spending some time with Wal-Mart Chief Executive Lee Scott on Monday, I came away convinced there's more going on here than just public relations. Mr. Scott drives a Lexus hybrid, he touts products that reduce greenhouse gases, and he really believes in sustainable fish. The company has decided that the fresh fish it sells in North America -- excluding farmed fish -- will carry certification labels from the nonprofit Marine Stewardship Council, a conservation group that works to prevent the seas from being overfished.

  29. Seafood SustainabilityWal-Mart Actions Helping Accelerate Market Action $5 billion sales 1,271 restaurants $67 billion sales 250,000 employees Industrial restaurants/cafeterias $24 billion sales 400,000 employees Industrial restaurants/cafeterias

  30. Data and Trends in the U.S. MarketChallenges in Capacity

  31. Status of Fisheries CertificationTop Ten Seafoods: Stages of Certification 2004 Shrimp Canned Tuna Salmon Pollock Catfish Tilapia Crab Cod Clams Flatfish Wild Capture ______________________________ ______________________________ MSC (Alaska) MSC (Alaska) ______________________ (Russia) n/a n/a ____________________________ WWF and Conservation International ____________________________ ____________________________ Aquaculture ACC n/a FMI SQL (Chilean salmon) ___________(Norwegian salmon) n/a ___________________________ ___________________________ n/a n/a n/a n/a

  32. Seafood SustainabilityMSC Certified Fisheries Certified Alaska salmon (214,000,000 salmon) Alaska pollock (1,200,000 mt) New Zealand hoki (200,000 mt) South African hake (166,000 mt) Pacific longline cod W. Australia rock lobster (12,000 mt) Burry Inlet cockles (7,000 mt) Patagonia toothfish (4,000 mt) South Mackerel handline (2,000 mt) Baja red rocklobster (1,000 mt) Loch Torridon Nephrops creel (150 mt) Thames River herring (120 mt) Undergoing or May Consider Certification Lobster (North America) Pollock (Russian) Flounder (Pacific) Whiting (Pacific) Ocean perch (Canada) Snow crab (Alaska) Dungeness crab Halibut (Alaska) King crab (Alaska) Tuna Pink shrimp (Oregon)

  33. Seafood SustainabilityConclusions • The seafood community has a unique and healthy product that the public feels good about. • Industry and government have failed to adequately communicate the state of stocks, leading others to fill the void. • Retailers and restaurants must protect their reputation …. and brand. • Seafood certification systems will grow in importance. • Seafood suppliers must decide commitment to those customers demanding certifications. • Seafood suppliers must decide which certification system is best for them.

  34. Takk fyrir John Connelly jconnelly@nfi.org 1-703-752-8881

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