Marine Stewardship Council

Net Gains: Fishery Improvement Programs and MSC Eco-Label

Kelvin Ng, Asia Director, MSC

Business Forum Tuna Pole and Line & Hand Line - Jakarta

MSC Theory of Change

• Creating market incentives to

improve the world's fisheries

• Defining and assessing

sustainability – the MSC

standard and scoring system

• Assuring credibility through

independent assessment and

robust process

• Improving the performance of

fisheries globally

The Marine Stewardship Council

• The world’s most recognized and credible

seafood sustainability certification and

ecolabeling program

• Two international MSC standards:

• Fisheries: Standard for sustainable and

well-managed fishing

• Chain of Custody: Traceability certification

of companies in the supply chain

• Consistent with all of the following international

norms:

• Code of conduct for Responsible Fishing (UN FAO)

• Guidelines for Ecolabeling of Wild Capture Fish (UN

FAO)

• Code of Good Practice for setting Social &

Environmental Standards (ISEAL)

• Diverse governance

Our Program

1. Fishery Certification: Assessing sustainability

2. Chain of Custody Certification: Traceability

3. Logo Licensing

Main Barriers Cited by Consumers

Changing Shoppers’ Mindset

• “Doing the right thing’ and

‘making a difference’ are the

main drivers for green behaviour

• Consumers respond well to

positive messages

• However, disconnect between

what people say and what they

actually do...

Consumers’ insights

• Shoppers expect retailers to be

part of the solution and help

them make informed decisions

• Tell deeper stories to

reassure ‘engaged groups’ and

build trust

• Ecolabels 2nd most trusted

source of information after

‘family and friends

recommendations’

Consumers’ insights

• Resource scarcity

• NGO campaigns

• Media attention

• Changing ethics and

consumer habits

Market drivers for sustainable seafood

Overfishing causes Pacific bluefin tuna

numbers to drop 96%

• Secure supplies

• Corporate Social

Responsibility – sustainable

seafood sourcing

• Marketing and sales

• Demonstrate leadership and

vision

Business responses

• Hope and Trust Strategy

• “Ingredient brand”

• Positive and science based

communications

• Engage consumers at the point

of sales

• Relay communications in media

and on social media

How MSC positions itself?

Eco-labeling: Clear Messaging

• Complex scientific backing to a simple message

• Opportunity to educate customers

• Informed buyer and consumer decision making

• Ability to identify and drive responsible practices

MML-C-1355

A Premium For Seafood sustainability?

Dec 2012 Australia's first MSC

certified sustainable prawns,

Spencer Gulf Kings prawns, go on

sale in Japan

Further promotion of Australian NPF

Tiger prawns in March 2013

Aeon stores currently sell products

13 different MSC certified spices

nationwide.

Certified Australian Prawns newly on sale at Aeon

Woolworths - Australia

All wild caught seafood MSC

certified by 2015

2013- new partnership with

Taronga Zoo

17 MSC certified products

Contributed $25,000 to help

Northern Prawn Fishery achieve

MSC certification

$80,000 invested in research with

Fisheries Research and

Development Corporation and

Southern and Eastern Scalefish

and Shark Fishery

Multi-retailer campaign

• Denmark’s three largest

retailer groups covering more

than 2400 stores (approx 90%

of market share).

• Supported by Danish

Fishermens Producers

Organisation.

• Eight leading brands

supported a nationwide

campaign.

De blå fisk - Denmark

Product catalogues

Point of sale materials in stores

Sales of marinated

MSC labelled

herring increased

by 28% in Coop

stores in Denmark

Growth of MSC labelled products since 2007

Growth of MSC labelled Tuna products

Tuna Fisheries in the MSC program

• More effective RFMO management needed (WCPFC & IOTC):

- Well defined limit reference points

- Tested Harvest Control Rules

- Harvest Strategy

- Precautionary Approach

• Implementation of a National Tuna Management Plan

• Implementation of a National Bait Management Plan

• Minimise impacts on ecosystem

- Pole & line, hand line and FAD-free purse seining are options

- Modification of FADs & bycatch mitigation

- Improved data collection on by-catches

• Become full member and Improve data reporting to WCPFC

• Improvements in Monitoring, Control & Surveillance (MCS)

Where to for Indonesian Fishers?

• Market demand is strong and

growing stronger

• Sustainability is key to ensure

market access

• Great opportunity

• Consumers care about

sustainability but need to be

reminded

• => credible Eco labelling is a great

tool

Conclusion

“Marketers are wasting too much time debating

whether the small but growing group of consumers

who want to buy responsibly sourced products are

niche.

It's archaic to sit back and wait until the mainstream

tell you that's what they want. It's up to marketers to

lead, to shape change, and go beyond the basics of

quality and value.

And most importantly to be positive, inspiring,

exciting.”

Paul Polman, CEO of Unilever