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The best environmental choice in seafood

Disclaimer. If any interpretive issues arise in relation to the issues covered in these presentations, the text of the MSC Scheme Documents will prevail in all instances. The MSC is not responsible for any issues arising to any parties as a result of consulting these presentations.

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The best environmental choice in seafood

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  1. Disclaimer If any interpretive issues arise in relation to the issues covered in these presentations, the text of the MSC Scheme Documents will prevail in all instances. The MSC is not responsible for any issues arising to any parties as a result of consulting these presentations. If you are unsure of any details on any of the subjects covered, please consult the relevant MSC scheme documents or contact the MSC at standards@msc.org. MSC Executive November 2011 The best environmental choice in seafood

  2. Nicolas GuichouxRegional Director - Europe The best environmental choice in seafood

  3. Fishery and Market update

  4. Fishery participation over time • Key figures: • 258 fisheries engaged globally • 129 certified (58 in Europe) • 129 under assessment (69 in Europe) • Europe • 661,747 tons (23%) • 2,623,749 tons (44%) • 3,285,496 tons (37%) The best environmental choice in seafood

  5. European fisheries facts 75% of all Norwegian fish export engaged in the programme First Icelandic fishery certified – Seamark All main Danish and Swedish fisheries either in pre-assessment, full assessment or certified First Spanish fisheries in FA – Hake, Clams, Cod Some concerns with NE Atlantic mackerel, NE Atlantic hake and North Sea saithe as well as with small scale fisheries The best environmental choice in seafood

  6. MSC-labelled products October 2011 Key figures: 11,994 MSC-labelled products today! 9887 are in Europe (82%) 400 new products a month 74 countries Products have doubled EVERY year since 2004 The best environmental choice in seafood

  7. Examples of business engagement Mc Donaldswill use from October the MSC label on all Filet O’ Fish across Europe Sodexo Group commit to 100% sustainable seafood by 2015 globally, MSC being first choice for wild fish. Will report every year against progress. Edeka Group, the largest food retailer in Germany: committed that by the end of 2011 all of their fish will come from sustainable sources, with a focus on fish that carries the MSC ecolabel. Carrefour, the second largest retailer globally: committed to increasing the number of products bearing the MSC ecolabel; the program is at the heart of their seafood sourcing policy. Dutch Retail Association, representing 99 percent of the supermarkets in the Netherlands: committed that, by 2011, 100 percent of all wild seafood sold will be certified. Sainsbury’s, leading UK retailer: committed to MSC certification as a major part of their sourcing policy; MSC promotion throughout stores. … and fast progress in the foodservice sector with Sodexo, Compass and large restaurants chains.

  8. Total Nbr of products per country

  9. New Products per sector 2010 -2011 Frozen represents over 50%

  10. Examples of frozen food business engagement Iglo Group and Findus Group to source all its seafood from wild and farmed certified sustainable source by 2012. Picard, launched 20 products early 2011 and intend to double number this year. Major consumer campaigns in store and Picard magazines. Bofroststarted to use the MSC logo on pack following numerous consumers questions.

  11. New Products by Species - 2010 -2011 Frozen: 53% Canned/Jarred: 24% Chilled: 20% Herring is new Nbr 1 for 10/11

  12. “The Classics” Chilled herring Frozen salmon Smoked salmon - chilled Canned herring Frozen Alaska Pollock

  13. Growing segments Canned mackerel fillets Frozen saithe as a white fish alternative Frozen cooked and peeled shrimp Canned sardines fillets

  14. New! Whiskas and Sheba products in 15 European countries MSC labeled krill pills Coated mackerel fillets MSC labeled… salmon cream cheese

  15. The MSC invests in consumer awareness

  16. Joint-marketing campaigns Consumer events Web tools & Social media media Engagingwith the media

  17. Joint Marketing Campaign • Joint Multi-brand Marketing Campaign with COOP Sweden (720 stores) • 200 – 500 % Increase in Sales of MSC labelled products

  18. Engagingwith the media MSC in the news De Telegraaf (NL) Lebensmittelzeitung Morgunblaðið

  19. MSC on TV and Radio (National TV - Sweden) THIS MORNING (National TV – UK) BBC Radio 4 (National Radio – UK) Swiss radio interview (RSR) (National Public Radio - USA)

  20. Web tools & Social media media • In May 2011, we launched a new ‘Sustainable Seafood Search’ • The adds value to your use of the MSC ecolabel by • making it easy for consumers who want to support sustainable fishing to find MSC-labelled products in their country • showcasing your commitment to sustainable seafood supply chains

  21. MSC Logo recognition

  22. 2011 figures 52 % Debranded awareness of the MSC logo has significantly increased since June 2010. vs 36% 22%of people eating fish without prompting, describe the ecolabel in their own words as a mark for Environmental/Sustainable Seafood. vs. 17% 2 years ago 34% awareness 22% recall The best environmental choice in seafood

  23. Thank you www.msc.org

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