Marine Stewarship Council promote the sustainable seafood option.

1. The best environmental choice in seafood Promoting Sustainable Seafood Ernesto Godelman Fisheries Consultant for Latin America and the Caribbean The Marine Stewardship Council (MSC)

3. Example: The North Atlantic The best environmental choice in seafood

4. Consumers Would Be Attracted By An “Environmentally Responsible” Seafood Label 4-In-10 Much More Likely to Purchase Such Seafood Would you be more or less likely to buy seafood that had an “environmentally responsible” label or wouldn’t it make any difference?

9. MSC Standards Three principles The status of the stock The impact on the ecosystem Effective management

11. Some Certified Fisheries The best environmental choice in seafood Alaska Salmon (all species) – 320 380 MT New Zealand Hoki – 100 000 MT Alaska Pollock (BS/AI) – 1 500 000 MT Alaska Pollock (Gulf of Alaska) – 70 000 MT South African Hake – 195 000 MT Western Australia Rock Lobster – 10 500 MT Southwest Handline Mackerel – 1 750 MT Thames Herring – 121 MT Loch Torridon Nephrops – 150 MT Burry Inlet Cockles – 3 500 MT South Georgia Toothfish – 4 500 MT Mexican Baja California Spiny Lobster – 1 300 MT Hastings Fishing Fleet Dover sole – 72 MT Hastings Fishing Fleet pelagic – 10 MT BSAI Pacific Cod Freezer Longline – 17 500 MT (out of 116 000 MT) Pacific Halibut (Alaska, Oregon and Washington) – 26 775 MT Pacific Sablefish – 20 900 MT Australian mackerel Icefish – 2 980 MT North Sea herring (PFTA) – 100 000 MT (out of 329 000 MT)

12. Some Undergoing Certification The best environmental choice in seafood British Columbia Salmon – 9 000 MT California Chinook Salmon – 2 900 MT California Dungeness Crab Chilean Hake (Trawl) – 102 000 MT Lake Hjälmaren Pikeperch – 71 MT Lakes and Coorong fisheries, South Australia (domestic) Maryland Striped Bass – 1 300 MT North Eastern Sea Fisheries Committee Lobster – 469 MT North Eastern Sea Fisheries Committee Sea Bass – 7 MT Oregon Dungeness Crab – 4 672 MT Oregon p ink shrimp – 1 230 MT British Columbia Halibut - 5 220 MT Alaska Sablefish – 20 900 MT Patagonian scallops – 6,000 MT (out of 42 000 Tons) Pacific Albacore Tuna (US) – 2 600 MT Norwegian arctic Saithe Norwegian north sea Saithe Flathead Flounder and Snow Crab fishery (Kyoto - Japan)

16. + 14% + 28% + 12% + 43% 2004 2003 Friedrichs’ Boost Sales of Kodiak Alaska Salmon 2002 2002 2003 2004 The Business Case – Increasing Sales The best environmental choice in seafood Marinated Smoked

17. Findus Dominant player in Swedish frozen food market Used the MSC to introduce hoki in a ‘cod-centric’ market Successfully promoted as an alternative to cod The best environmental choice in seafood The Business Case – Product Differentiation

18. The Business Case - Meeting Customer Expectations They have seen 14% growth on the fresh fish counter since adding the label The best environmental choice in seafood Waitrose cites MSC wild salmon as one of the strongest performers on fresh fish counters Commitment further demonstrated in prepack products

19. The best environmental choice in seafood

20. Associated brands The best environmental choice in seafood

21. Frozen

22. Smoked

25. Canned fish and Dietary Supplement!

26. Fresh Fish Counter

27. First Labelled Products Arrive in Japan The best environmental choice in seafood

28. New MSC-labelled products October 2007 Popp in Germany

29. New MSC-labelled products October 2007 ASDA in the UK

30. New MSC-labelled products October 2007 JA Nagano Shokuzai in Japan

31. New MSC-labelled products October 2007 REWE in Austria

32. New MSC-labelled products October 2007 EcoFish in the US

37. For more info please contact: The best environmental choice in seafood Thank you www.msc.org [email_address] +1 206-691-0188 [email_address] +54 9 223 5204 201