Agenda

1
Agenda

• Intro GEMBA Seafood Consulting
• Trends in expectations and demands
• Methods and Sources
• Codex
• Dk
• UK
• Germany
• Conclusions
• Codex II and next step

2
Trends in expectations and demands Market

• Goal
• Map out the market demands in relation to
  sustainability in terms of fish and fish products
  in the short and in the long run
• Focus of analysis
• Demands from the retail chains now and in the
  future
• Bigger expectations and demands from the food
  groups
• The importance of certifications (especially MSC,
  but also others)

3
The importance of Marine Stewardship Council will
to grow

• Alaska Pollock - Bering Sea and Aleutian Islands
  
• Alaska Pollock - Gulf of Alaska
• Alaska Salmon
• Australian Mackerel Icefish
• BSAI Pacific Cod longline fishery
• Burry Inlet Cockles
• Hastings Fleet Dover Sole Fishery
• Hastings Fleet Pelagic Fishery
• Loch Torridon Nephrops
• Baja California Red Rock Lobster
• Zealand Hoki
• Sea herring
• Halibut (Alaska, Washington and Oregon)
• South African Hake
• South Georgia Patagonian toothfish
• South West Handline Mackerel
• Thames Herring
• Western Australian Rock Lobster
• US North Pacific sablefish

• 13-09-06
• Sales of MSC-labeled products up to 16
• 31-08-06
• Wal-Mart Stores, Inc. introduces new label to
  distinguish sustainable seafood
• Leading German seafood manufacturer Deutsche
  See launches MSC-range to support sustainable
  fishing
• 10-03-06
• London - From today, Sainsburys customers will
  be able to buy the first-ever sustainable cod
  fillets bearing the Marine Stewardship Councils
  (MSC) 1 blue eco-label on the retailers fresh
  fish counter.

4
Methods and sources

• Desk research
• Existing market data/analyses in relation to
  trends in sustainability and ethics in terms of
  fish / fish products comprising the development
  of the European fish and food market
• Interviews
• Retail chains
• Producers / wholesaler
• Organizations in relation to labeling and
  certification
• Other key informants (authorities, trade
  organization, marked experts)

5
Codex market part

• The market part of the analyze covers
• Actual market trends in sustainability
• Effect of codex in the Danish herring and
  mackerel fishery
• The study/interviews have been conducted in
  Denmark, UK, Germany and France/Italy. The final
  interviews was conducted in January 2007

6
Codex market part - DK

• The Danish herring and mackerel processing
  industry
• The Danish pelagic companies have gained
  increasing attention in sustainability and
  responsibility from their clients, but the price
  still plays a critical role for accessing the
  market.
• The Danish companies have experienced an increase
  in the demand of MSC-certified products from the
  super market chains.
• At initial stage this might mean that the Danish
  sector can be excluded from some markets/clients.

7
Codex - market part DK

• The problems with sustainability and
  responsibility in the pelagic sector are small
  compared to other fisheries.
• Effective international control system is
  necessary.
• Extern control for market effect.
• The whole chain must be covered.
• Different degrees of pressure from
  sustainability.

8
Codex - market part UK

• Great attention on sustainability and
  responsibility in the fishery
• Take responsibility on behalf of the consumers
• Only MSC-labeled products
• Dermesale fish species have big attention
• MSC-label is strong
• Control must be independent.

22 MSC-products MSC label available in chilled,
canned, fresh, smoked and frozen
9
Codex - market part Germany

• Not same demand as the English
• But the biggest market for pelagic products in
  Europe
• Own labels for ecology and/or sustainability
• MSC label was introduced in 2007
• The Dutch way

10
Codex - market part Germany

• Focus on sustainability and responsibility
• Two directions.
• Effective international control system operating
  in parallel with a potential codex.
• the national control and warrant
• Need for a closer linkage

11
Conclusions

• Fish and fish products are attractive categories
  for the super market chains
• The retail chains demand trustworthy guaranties
  for sustainability
• Marine Stewardship Council (MSC) is strong
  positioned

12
Conclusions

• The consumers seek increasingly sustainable
  products
• Codex must be on visible
• The labeling and gain are especially attached
  to premium products
• A Danish codex will only be trustworthy and
  effective on the market, if a 3-part-control is
  realized

13
Codex II The market part Next step

• A Codex for the whole ground-based activity
• Codex II will reinforce the coherence between the
  fish based CODEX I and the development on the
  processing industry level
• CODEX II will assist the Danish companies in the
  pelagic sector