LABELS & BRANDS. A Walk through the Jungle

Transcription

1 LABELS & BRANDS A Walk through the Jungle

2 What message is being communicated? Good News Intrinsic Properties (quality of product) Extrinsic properties Health & Food Safety Sensory experience Fresh (not preserved) Pure (no additives, not processed) Superior taste quality Unique Origin An implicit claim of authenticity & quality Production process Environmentally sustainable Animal friendly Fair/Social responsible Artisanal/ Handcrafted

3 Intrinsic Properties Extrinsic properties Healthy Safe Pure (no additives, not processed) Fresh (not preserved) Superior taste quality/unique Local/regional Environmentally sustainable Animal friendly (ethical) V V V v V v V Fair/social responsible (ethical) V V Artisanal/handcrafted (as opposed to industrial) V V

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5 BRANDS Versus LABELS Spot the difference?

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7 THE MARINE STEWARDSHIP COUNCIL Need to be well prepared & sure

8 (In a sea shell) Marine Stewardship Council WHO? An independent, global, not-for-profit organization (1999) WHY? To contribute to the health of the world s oceans and a sustainable global seafood market HOW? Using the market for change... Ecolabeling as a tool

9 (In a sea shell) Marine Stewardship Council WHAT? 1. Develops standards and operates the certification program 2. Ensuring Seafood traceability The MSC Chain of Custody standard for seafood traceability 3. Building a market...

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11 (In a sea shell) Marine Stewardship Council MSC standard for sustainable fisheries Developed through international stakeholder consultation ( ) 3 Principles: Principle 1: Productivity of target fish stocks Principle 2: Integrity of marine ecosystem Principle 3: Effective Fishery Management Independent (3rd) party certification Annual audits +reassesment every 5 years Using scientific evidence Open process: built in stakeholder consulation and objection procedures. Reports publically available

12 2. WHY TO BECOME CERTIFIED?? SO WHAT? What s in it for us?

13 The Case of the EKOFISH GROUP North Sea Plaice Fishery

14 MSC certificate = License to operate Access to (new) markets Access to (bank) credit & funding (future) Access to fish resources (license to FISH?) Also... Visibility & publicity & findability of products

15 Improved reputation Generates knowledge about your fishery & business Better organized & managed fishery Improved relationships + communication within and beyond sector More cohesion, collaboration & trust

16 WADDENGOUD

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18 (In a sea shell) Waddengoud WHO? The Wadden Group Foundation (1996) WHY? Sustainable, economical development in the Wadden region HOW? By promoting: Regional production and services Using local inputs and resources Trade in regional products and services The Waddengoud label as a key instrument (since 2003)!

19 (In a sea shell) Waddengoud WHAT? 1. Operating a labeling and certification program (2003) Developing sector specific standards (services & products) 2. Ensuring traceability 3. Building a market for Waddengoud 4. Regional economic development activities Networking & communication Research & development of new concepts/products/services Assisting entrepeneurs develop effective market-oriented supply chains...

20 (In a sea shell) Waddengoud Waddengoud = A sustainability standard + guarantee of origin Criteria: 1. Produced and processed in the Wadden Area 2. Produced in a sustainable manner Stock, by-catch and habitat impacts (but limited) Energy use and other inputs (e.g. Anti-fowling) Animal welfare 3. Connect with & strengthen the positive identity of the Wadden area Drafted with experts & frontrunners & local ngo s Independent assesment (but unclear) Various information inputs (also scientific)

21 (In a sea shell) Waddengoud (Non) Food Products Meat, confitures, fish, vegetables and fruits, lambswool, cosmetics, natural dyes, books...and WIND ENERGY Services Restaurants, photography, accomodation, excursions/recreation...

22 (In a sea shell) Waddengoud What makes a good Waddengoud product? Authentic : Wadden-feeling factor e.g. Texel lamb and wool from island of Texel, saline agriculture, (shell) fish, health products Pure and natural: taste the region Distinctive & excellent (taste) quality: wow-factor

23 ?? SO WHAT? What s in it for (all of) us?

24 Case of North Sea Shrimp: Plaatjes... The case of the Traditional Wadden Sea Shrimp Trawl Fishery

25 Better price: Fresh & pure: highest segment No middlemen New (high-end) markets No more competition imports! Boosted & more secure sales License to FISH Improved reputation (other) Local businness: New local business opportunities (processing/restaurants) Product innovation

26 For all of us: Environmental gain Employment opportunities Added value stays in area Local supply ~ local demand: Networks, partnerships, collaboration: more cohesion Promotion for Waddenarea Maintain cultural heritage (shrimp fishery) = tourists Economic activity: attracts investment