Global impacts delivered in partnership May 2014

THE BEST ENVIRONMENTAL CHOICE IN SEAFOOD

Marine Stewardship Council

Global impacts delivered in partnership Commercial commitments May 2014

www.msc.org

Marine Stewardship Council Commercial commitments May 2014

Global impacts delivered in partnership

Marine Stewardship Council partners make a global environmental and economic impact thanks to the investment that they make in the program There are now 221 certified fisheries in the MSC program and a further 106 in assessment, representing around 10% of the world’s wild capture fisheries.

But this growth would not be possible without the participation of our partners throughout the value chain who deliver choice to the consumer.

Over 2,600 Chain of Custody certificates have been issued within harvest, retail, processing, foodservice, wholesale and distribution sectors. Chain of Custody certification is based on a third party audit by an accredited certifier, and ensures that all MSC labelled seafood is traceable back to a certified fishery.

MSC has a stable base in the US and Europe, but there is potential to grow in regional markets such as Asia-Pacific. Markets for new products are also emerging such as fish oil and petfood. Sustainable seaweed products will also become available as the MSC develops the first global standard.

“Joint dedication of all partners involved in sustainable seafood provides a successful long-term business for all” Henk Brus, managing director of Pacifical

4.5

$

Net wholesale value of MSC products; a 21% increase year on year to September 2013

450 Number of improvements 101 fisheries have made

A selection of MSC leaders: Fisheries MSC-certified fisheries are the pioneers in the management of sustainable fisheries, inspiring others to follow their lead.

Since November 2013, we have seen the certification of around a dozen fisheries, including the Atlantic sea scallop fishery, the highest value fishery in the US, and the MSC recertification of the Alaska salmon fishery, establishing a new milestone by becoming the first fishery to receive MSC certification for a third time.* In March, the world’s first Mahi-Mahi fishery and Australia’s first tuna fishery entered assessment, boosting MSC’s presence in Asia-Pacific.

In April, Grupo Regal’s line-caught hake fishery in Spain was certified, enabling consumers to enjoy their favourite fish with the assurance that it comes from a sustainable fishery.

Processors, wholesale & distribution Findus Nordic was the first company to source seafood sustainably in Sweden using the MSC standard over 10 years ago. The company now supplies 100% of frozen MSC product in retail and 80% in foodservice, with a goal of 100%.

In Canada, Ocean Choice International (OCI), a vertically integrated seafood company with extensive quotas and its own fishing fleet, has achieved its commitment of an 80% MSC-certified supply base.

© www.mortensvenningsen.com

Clearwater Seafoods continued its leadership position by offering the widest selection of MSC-certified species of any seafood harvester worldwide.

Meanwhile, High Liner Foods featured the MSC ecolabel in a Canadian TV advertising campaign in 2013 supporting the nationwide introduction of MSC labelling across their product lines.

South Africa’s Sea Harvest remains committed to MSC’s Chain of Custody and continues to expand into markets in Europe, Australia and Asia, with new products that display the MSC’s blue ecolabel. *With the exception of Prince William Sound which remains in assessment

www.msc.org

Marine Stewardship Council Commercial commitments May 2014

99.1% 15,503

From spring 2014, consumers in five European countries will be able to buy certified sustainable canned tuna from the brand Rio Mare of Italy-based producer Bolton Alimentari.

In 2014, we will publish our second Global Impacts report, including new data such as:

450 14 25

Improvements made by MSC fisheries Fisheries have improved the sustainability of fish stocks F isheries have completed habitat and ecosystem improvements including gear modifications, comprehensive research, and new closed areas to fishing

Retailers & foodservice

101

In 2014, Carrefour committed to double the number of their own-branded MSC labelled products the end of the year. It will allow them to offer to consumers more than 50 MSC labelled products, frozen, canned or fresh.

Price premium:

In Spain, Eroski and El Corte Inglés have participated in successful campaigns in collaboration with MSC to raise awareness of the MSC program among Spanish customers.

Makro has become the first Spanish retailer achieving MSC certification for all its stores.

In Germany, for every kilogram of fish bearing the MSC ecolabel sold from its fresh fish counters, Kaufland put aside 50 cents for the tonguesole fishery in the Gambia, currently preparing for MSC assessment. Kaufland’s campaign was a wonderful example of how demand for sustainably caught fish can lead to concrete actions and investments.

13.1%

F isheries have completed fishery management improvements including better compliance with regulations

MSC certified salmon (UK, 2013) Asche et al 2013 Duke University, US

Economic and social impact:

30% to 50% 400%

Ben Tre clam fishery in Vietnam increase in price (new markets in Europe and N America) Increase in income for Ben Tre fishers

MSC data April 2014

Number of MSC ecolabelled products in stores and restaurants in 100 countries

MSC’s program balances credibility, accessibility and improvement to move the world’s fisheries towards sustainability standards that result in environmental and economic impacts.

MSC data April 2014

Of DNA-tested MSC certified products correctly labelled

Global impacts: Marine stewardship for the common good

In January 2014, Sodexo Germany obtained Chain of Custody certification serving MSC-certified seafood dishes at 170 locations nationwide.

Loblaw’s national Oceans for Tomorrow campaign in 2012 and 2013 across Canada drove increased awareness of the MSC logo while rewarding vendor partners.

In February 2014, Aeon in Japan announced their fishery procurement policy stating that they will more proactively sell sustainable seafood from MSC-certified fisheries.

Meanwhile, Waitrose has committed to 100% certified seafood by 2016 and increase its MSC range by 50% in a year. The retailer also reported a 40% increase in sales of skipjack tuna since adding the MSC ecolabel.

© C. Lenbäck / MSC

In the UK, Wahaca, the Mexican street food restaurant group owned by UK Masterchef 2005 winner Thomasina Miers, is the world’s first restaurant to achieve MSC for every seafood dish on the menu.

Together we can restore the health of the world’s oceans The companies mentioned in this brochure are just some of the businesses globally that are partnering with MSC. We appreciate the efforts of all companies involved. Working together we will have the most impact communicating to consumers the importance of sustainable seafood and ultimately improving fishing practices around the world. MSC staff are here to help you make valuable connections in the supply chain for sustainable seafood and promote your participation in the program.

Rio 2016 Olympic and Paralympic Games to serve MSC certified seafood

Please contact any member of our Commercial Team for more information on gaining MSC Chain of Custody certification or selling MSC certified seafood products.

Nicolas Guichoux Global Commercial Director nicolas.guichoux@msc.org +44 (0) 20 7246 8910

Geoff Bolan Commercial Director, Americas geoff.bolan@msc.org +1 206 631 2492

Kelvin Ng Regional Director, Asia Pacific kelvin.ng@msc.org +65 (0) 6472 3280

Camiel Derichs Regional Director, Europe camiel.derichs@msc.org +31 (0)70 360 5979

A selection of our featured partners:

MSC Global Headquarters and Regional Office – Europe, Middle East and Africa Marine House 1 Snow Hill London EC1A 2DH info@msc.org Tel: + 44 (0) 20 7246 8900 Fax + 44 (0) 20 7246 8901 Registered Charity number: 1066806 Registered Company number: 3322023

MSC Regional Office – Americas 2110 N. Pacific Street Suite 102 Seattle, WA 98103 USA americasinfo@msc.org Tel: + 1 206 691 0188 Fax: +1 206 691 0190

MSC Regional Office – Asia Tanglin International Centre 352 Tanglin Road Strathmore Block #02-09 Singapore 247671 patricia.ng@msc.org Tel: +65 64723280 Fax: + 65 64723780

Non-profit status: 501 (C) (3) Employer Identification number: 91-2018427

Non-profit status: application pending Registered Company number: 201215612M

www.msc.org info@msc.org @MSCecolabel

Designed by Forster Communications.

Participation in MSC’s certification program changes over time; all details within this document are accurate at the time of publication.

Cover photography: © Nice and Serious / MSC. © Loblaw Companies Limited.

/MSCecolabel /marine-stewardship-council © Marine Stewardship Council 2014