Aquaculture in Motion Aquaculture in consumer habits Tytuł prezentacji główny Podpis pod tytułem Kristof Werbrouck 1
Introduction The Consumer Responsible Farming Marine Harvest in brief How to Feed the World? Consumer Needs & Trends Attitudes towards Seafood Sustainability & Aquaculture ASC & Global Salmon Initiative MH Commitment Examples how ASC affected us
Marine Harvest in brief The global market leader in Atlantic salmon production and processing Listed on the New York Stock Exchange 100% integrated value chain Conduct of in-house research Breeding of a unique strain of salmon Control of freshwater & seawater production cycle Production of own fish feed Own logistics department/terminal at Oslo airport Processing in own factories in 6 countries Development, Sales, Marketing and Distribution of 3000+ products all the way to the end-consumer (present in 22 countries, sales in 50+ countries) Volume produced 2014: 418,000 tonnes (~20% share) 1 Sales 2014: NOK 25 billion (~EUR 2,5 billion) Salmon meals each day: 5.9 million Employees: 10,200 in 22 countries Leading the Blue Revolution 1 Based on world Atlantic Salmon harvest of 2,18 MT, Kontali 14 3
How to Feed the World? Human population is increasing 1 Need for Food is increasing 2 9,6 billion est. in 2050 Wild fisheries cannot grow 60% of fish stocks are fully exploited 2 Highest seafood consumption ever (17 kg/capita, FAO 2012) Given the projected population growth, it is estimated that at least an additional 40 million tonnes of aquatic food will be required by 2030. Rohana Subasinghe, FAO References: 1 United Nations 2 Westhoek, H. et al. (2011), The Protein Puzzle, The Hague 3 FAO 4
How to Feed the World? Our (golden) opportunity Exploited/Overexploited fisheries 9 billion by 2050 Increased middle class Aging population More awareness of healthy & sustainable food Obesity (Salmon) Farming?
How to Feed the World? Farmed Salmon BOTH ENERGY- AND PROTEIN UTILISATION (FEED TO EDIBLE MEAT) RETENTION IS SIGNIFICANTLY HIGHER IN SALMON THAN IN AGRICULTURE MEAT PRODUCTION 6
The Consumer 7
The Consumer DRIVERS OF FISH IN EUROPE GOOD REASONS FOR BUYING SEAFOOD 60% 40% 20% 0% CONVENIENCE INDULGENCE HEALTH & NUTRITION SAFE & SUSTAINABLE 2012 2013 2014 2015 Source: Norwegian Seafood Council 2014, 7000+ consumers, yearly survey
The Consumer REASONS FOR BUYING FRESH FISH IN PREFERRED STORE Source: GFK European online research 2014 on seafood (Marine Harvest) BE: n= 837, FR: n= 826, UK: n=877, SP: n= 877
The Consumer IMPORTANT ASPECTS WHEN BUYING FRESH PREPACKED FISH Source: Online Research Profacts 2013, n = 900
The Consumer DO FISH PRODUCTS RESPOND TO MARKET AND CONSUMER NEEDS? Market & Consumer needs Nutritious & Healthy seafood Safe & Sustainable Seafood Convenient Seafood Different moments & ways of use, broad range v v v v fish & seafood offer Omega 3, low fat, vit./minerals ASC, MSC, Organic, Retail label individual packaging Ready to use, OOH snack, starter, main oven, pan, wok, raw Daily Available, Good Quality preferably Fresh v Large scale farming & processing needed 11
The Consumer Consumer attitudes to the environment and seafood THE CHALLENGE: HOW FISH IS PRODUCED OR CAUGHT AND QUALITY ASSURANCE MARKS ARE RELATIVELY UNIMPORTANT Source: Seafish, 2014, UK Study
The Consumer AWARENESS AND UNDERSTANDING OF THE ASC LABEL AND INFLUENCE ON BUYING BEHAVIOUR In The Netherlands, 29% of all fish buyers have become familiar with the ASC logo. In Germany, the recognition level has reached 22%. The ASC logo also provides broader reassurance and reinforces purchasing decisions and 39% of Dutch consumers felt that the logo communicated positively about the certified seafood. 58% of German fish buyers familiar with the ASC label, have actively sought it out in retailers, ASC CEO Chris Ninnes 16% of fish buyers in the Netherlands correctly identified the meaning of the ASC label as being related to farmed fish, and 13% in Germany. One in three seafood products in the Dutch retail sector carries the MSC label for sustainably caught seafood, or the ASC logo for responsibly farmed seafood More work is to be done to ensure that more consumers understand the reassurance that our label brings in terms of responsible sourcing and use of best practice in aquaculture ASC CEO Chris Ninnes Source: ASC website http://www.asc-aqua.org/index.cfm?act=update.detail&uid=217&lng=1
Responsible Farming Is an industry-led sustainability initiative; Includes 15 producers (with presence in all production countries) = 70% of global salmon production; Officially launched on the 15th August 2013; 3 Principles: Sustainability, Transparency and Cooperation; Goal: to provide a highly sustainable source of healthy protein to feed a growing global population, whilst minimizing our environmental footprint, and continuing to improve our social contribution. http://www.globalsalmoninitiative.org/ 14
Responsible Farming GSI: Areas of Focus - Standards GSI committed to be ASC certified by 2020; The ASC (Aquaculture Stewardship Council) Salmon standard is a certifiable standard for responsible salmon farming; A result of the Salmon Aquaculture Dialogue (SAD), initiated by the conservation organization WWF in 2004. WWF and IDH (Dutch Sustainable Trade Initiative) founded the ASC in 2009; ISEAL* compliant: Multi-stakeholder dialogue (> 500 individuals) Major salmon farming regions in the world, representing farmers, conservationists, NGOs, scientists, seafood buyers, government officials and other stakeholders working in or affected by salmon farming. * ISEAL is the International Social and Environmental Accreditation and Labelling Alliance 15
Responsible Farming Global Initiatives: Why is it important? "This is a game-changer. The salmon sector is finally working together and embracing sustainability. This is going to radically change aquaculture and have ripple effects in the entire global food industry Jason Clay, WWF 16
Marine Harvest Commitment Sustainability & Marine Harvest
Marine Harvest Commitment Our commitment to ASC ASC in MH = 100% by 2020 18
Marine Harvest Commitment Certification: Where do we stand in MH? In processing plants 19
Marine Harvest Commitment Overview of ASC certified sites Globally (per 04-11-2015) Faroes: 1 Bakkafrost:1 Canada: 3 Marine Harvest: 1 Cermaq - 2 Norway: 48 Marine Harvest: 28 Lerøy: 16 Norway Royal Salmon 2 Salmar - 2 Scotland: 1 Marine Harvest:1 Ireland: 1 Marine Harvest:1 Chile: 13 Exportadora los Fjordos 4 (1 Rainbow trout + 3 A salmon) Aguas Claras: 1 (Pacific salmon) Cermaq: 4 (1 Rainbow trout + 3 A salmon) Multiexport : 4 TOTAL = 77 ASC certified sites From which 74 ASC A Salmon sites Australia: 10 Tassal: 10 20
Marine Harvest Commitment Overview of ASC sites under assessment Globally (per 04-11-2015) Canada: 4 Marine Harvest: 3 Kelly Cove Salmon: 1 Denmark 2 Musholm: 2 (Trout) Iceland: 5 Dyrfisk: 2 Fjardalax: 3 Norway: 36 Lerøy: 6 surveillance Marine Harvest: 10 (+ 3 surveillance) Norway Royal Salmon: 6 Salmar: 9 Cermaq: 1 Wenberg: 1 Chile: 22 Marine Harvest: 3 Cermaq: 2 (1 A salmon + 1 Trout) Exportadora los Fiodos: 10 (5 A salmon + 4 Pacific salmon + 1 Trout) Ventisqueros: 2 (Pacific salmon) Camanchaca: 2 Nova Austral: 2 Blumar: 1 Ireland: 2 Marine Harvest:2 Scotland: 5 Marine Harvest: 5 TOTAL = 76 ASC sites under assessment From which 66 ASC A Salmon sites Australia: 0 Tassal: 0 21
Marine Harvest Commitment What areas does ASC cover? Key environmental areas: feed, escapes, nutrient loading and carrying capacity, benthic impacts and siting, disease and parasite transfer and chemical inputs Source: MH Annual Report 2013 22
Number of control points Marine Harvest Commitment How is ASC compared to other standards? 300 250 200 150 100 Smolt Feed Fish health and welfare Social responsibility Environment Food safety 50 0 SAD* GAA salmon BAP* GLOBALG.A.P* Source: DNV 2011 23
Examples How ASC affected us Strenghtened non-medicinal sea lice control Develop non-medicinal solutions for sea lice control Develop new pharmaceutical products and search for biotechnological solutions Management practices for optimal sea lice control Farming and optimized use of cleanerfish Breeding for less susceptible strains Wrasse Cleanerfish Skirts Snorkel Fish washer Deep lights Laser Surface Roof Other (R&d) Freshwater Biotech-solutions Bubble curtain Electrofence From medicinal control to biological solutions and non-medicinal technologies 24
Examples How ASC affected us Increased control of seabed impact The percentage of farms in an unacceptable ecological state (4) has been stable and <3% (results based on 2761 MOM B investigations between 2009 and 2013 in Norway (Taranger et al., 2014) 25
Examples How ASC affected us Improved communication flow in company Per region we have the involvement of: Regional directors Farm manager Environmental responsible (Principle 2 + 3 + 4) Feed responsible (Principle 4) Health (Vet) (Principle 3 + 5) Freshwater responsible (Principle 8) Administration/HR (Principle 1+ 6 +7)
Examples How ASC affected us Increased transparency 27
Examples How ASC affected us Increased community interaction People 28
Thank you 29