Alaska Seafood and the Sustainability GBI Alaska Seafood Marketing Institute Nov. 20, 2013
Contents ASMI Intro ASMI RFM ASMI in Europe Initial Concerns ASMI & the Sustainability GBI How we can grow together
Alaska Seafood Marketing Institute (ASMI) A public/private partnership between the Alaska seafood industry and the State of Alaska The international program is active in 21 countries Markets all Alaska seafood species including five species of salmon, crab, whitefish, ground fish and fish roe Our species hit almost every market segment from highend to value products All our species come from wild-capture fisheries
Alaska s Responsibly Managed Fisheries All Alaska seafood is harvested on the sustainable yield principal as mandated in the State of Alaska Constitution at the State s founding in 1959. Fisheries can exist long-term without compromising the survival of the species or the health of the surrounding ecosystem. Federal Law under the Magnuson-Stevens Act also mandates sustainable fisheries in the US. Retailers demand 3 rd party certification for external verification of these policies.
Sustainability Certification The role of certification programs in the marketplace has changed Uses market access to leverage resource policies Drives change to private standards outside the Governance of the Fisheries and the Competent Authority Became more about certifying large numbers of fisheries, lowering the bar Became more about brand building for eco-certifications Loss of Alaska branding No longer a point of differentiation Rising Costs
Alternative: Alaska RFM Certification RFM Provides: A service to the Alaska industry- access to fishery certification without considerable additional cost A cost effective independent, 3 rd party alternative that maintains our brand integrity Based on criteria of the United Nations Food and Agriculture Organization (FAO) Code of Conduct Certification scheme accredited by ISO Seven species of Alaska seafood are certified under the Alaska FAO- Based Responsible Fisheries Management Certification. Many Alaska species remain certified by the MSC. In 2012 72% of Alaska salmon producers chose to let the MSC certification on Alaska salmon expire.
ASMI in Europe The UK A major market for Alaska seafood for over 100 years. ASMI runs a major consumer program in the UK and has focused on sustainability messaging for over 10 years. ASMI uses sustainability messaging in trade and HRI sectors as well. One retailer has openly touted the Alaska RFM Certification. Many trade members accept and understand the certification while some still want the MSC.
ASMI in Europe- France & Germany ASMI has been active in France for over 25 years. Alaska salmon, particularly smoked salmon is a traditional product. The sustainability movement is less militant. Several French companies are undergoing COC audits for the Alaska RFM Certification. Alaska pollock is the number one favorite fish of the German consumer and Germany is also a final destination for frozen pink salmon and smoked sockeye at retail. One retailer has continued to source Alaska salmon without the MSC logo but won t promote it. Several retailers refused to meet with ASMI. Smokers have shared worries about being de-listed.
Sustainability Outreach in Europe Following Alaska salmon s decision to leave the MSC ASMI undertook the following measures: ASMI created a map of all European stakeholders for sustainability including retailers, importers, reprocessors, governmental organizations and NGOs. Extensive trade servicing- ASMI conducted 45 in- person sustainability meetings in NEU alone last year. Sustainability Booth at ESE Increased trade advertising in the UK, the Netherlands, France and Germany. Materials, website, e-blasts
Sustainability GBI: Initial Concerns ASMI has gone the full cycle on promoting sustainability in Europe. We have devoted considerable resources to this effort for several years. We questioned what we had to gain from the GBI. GMO issues: The Alaska seafood industry is entirely wild capture. The State of Alaska is firmly against GMO farmed salmon, with legitimate fears of cross-species contamination. Frankenfish is a high profile issue and we feared criticism for joining in with groups who use GMO products. The This is How We Grow tagline is difficult because farmed fish are grown, wild seafood certainly grows but we don t use this terminology.
Reasons ASMI Will Stay Involved The Sustainability Movement in Europe has no end. The more Boots on the Ground we have the better. Different Messenger GMO issues are not at the forefront of this project. The This is How We Grow imagery and marketing concept fits in well with ASMI marketing concepts using Alaska Fisher Families to showcase who we are, where the food is coming from, etc.
Growing Together The array of stakeholders involved with the sustainability movement, is dizzying. While ASMI can stay on top of the seafood business, there are many other entities involved. ASMI would like to continue to receive updates on widespread governmental initiatives in Europe before it is too late. (Director General for the Environment of the EU Commission) What is the next fad? Food miles, carbon footprint, welfare of harvesters, animal welfare? ASMI cannot attend every conference and food fair, but representation through the GBI will be helpful.
Growing Together ASMI has had difficulty bringing our message to retailers at the top level. The seafood buyer has very little power over the CSR requirements. Together we have more pull and can access the true decision makers. As the Trans-Atlantic Trade agreement is negotiated, we need a firm voice demanding that our products be allowed to reach the market and that our laws regarding sustainable harvest acknowledged.
Growing Together Umbrella website Materials and Resources Social Media Research Conferences, workshops and industry seminars Trade Shows Anuga, Germany
Thankyou!