April 2016 Introductie Chapeau bij wereldwijd de titel keurmerk kweekvis in Amsterdam. Barbara Janker, ASC commercial marketing manager
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1 April 2016 Introductie Chapeau bij wereldwijd de titel keurmerk kweekvis in Amsterdam ASC Hier komt verantwoord de ASC titel Update van gekweekte de tilapia presentatie nu verkrijgbaar Barbara Janker, ASC commercial marketing manager
2 Why do we need aquaculture certification?
3 Marine Harvest ASC Vision & Mission ASC Vision Introductie Chapeau bij wereldwijd de titel keurmerk kweekvis in Amsterdam ASC Hier komt verantwoord de titel van gekweekte de tilapia presentatie nu verkrijgbaar A world where aquaculture plays a major role in supplying food and social benefits for mankind whilst minimising negative impacts on the environment
4 ASC Farm Standards facts & figures Multi-stakeholder Aquaculture Dialogues initiated by WWF: Introductie Chapeau bij wereldwijd de titel keurmerk kweekvis in Amsterdam > 2,000 participants, NGOs & industry ASC Hier komt verantwoord de titel van gekweekte de tilapia presentatie nu verkrijgbaar Species-specific standards: 7 Standards operational for 10 farmed species Based on 7 principles: Environmental & Social Performance Indicators setting thresholds Realistic, measurable and auditable Based on Best Management Practices in industry & scientific evidence All Performance Indicators are mandatory Continuous improvement: 3-5 year cycle (ISEAL)
5 What is in the standards? Example: Salmon standard 152 Performance Indicators: Legal compliance Introductie wereldwijd keurmerk kweekvis in Amsterdam Preservation of the natural environment & biodiversity Preservation of water resources & water quality 10 Preservation of species diveristy & wild populations Use of feed & sources of feed 8 15 Good animal health & husbandry Be a good employer Be a good neighbour Smolt production
6 How do ASC & MSC work together? Production level Supply chain Consumers ASC verantwoord gekweekte tilapia nu verkrijgbaar CoC-certified CoC-certified ASC Farm Standards Chain of Custody Standard MSC standard also for ASC Product approval Done by MSCI for ASC ASC/MSC joint development of seaweed standard Joint projects regarding product integrity Joint marketing activities Co-labelled products
7 What is the status?
8 Almost 800,000 mt of ASC certified produce from 246 certified farms # of farms certified Introductie Chapeau bij wereldwijd de titel keurmerk kweekvis in Amsterdam ASC Hier komt verantwoord de titel van gekweekte de tilapia presentatie nu verkrijgbaar October 2014: 1 st shrimp farm January 2014: 1 st salmon farm Sept 2012: 1 st pangasius farm April 2016: 246 farms certified mt August 2012: 1 st tilapia farm July 2014: 1 st trout farm
9 22,5% of salmon production is ASC certified Pipeline of 100 farms joining programme ASC Farm standard Farms certified Certified volume (t) Introductie Chapeau bij wereldwijd de titel keurmerk kweekvis in Amsterdam Percentage certified of global volume ASC Hier komt verantwoord de titel van gekweekte de tilapia presentatie nu verkrijgbaar Farms in assessment Abalone na 1 Bivalves na 0 Pangasius % 3 Salmon ,5% 56 Farmed shrimp % 26 Tilapia % 12 Freshwater trout ,5% 7 Total * Number of certifiers accredited (in process for accreditation, * = 1 suspended).
10 Market uptake: almost ASC certified products in 57 countries March 2016: ASC products 57 countries + 95% increase 827 CoC Holders Introductie wereldwijd keurmerk kweekvis in Amsterdam
11 Market uptake: Steep increase thanks to commitments of big players in the industry Introductie wereldwijd keurmerk kweekvis in Amsterdam Dec 2015: 100% ASC by 2018 Nov 2015: ASC tilapia Nov 2015: ASC shrimp August 2015: 100% ASC July 2015: 100% ASC salmon Feb 2016: Royal Caribbean Cruises Ltd Oct 2015: ASC salmon at Deli s
12 Product-wise: Salmon is Nr 1 in number of products, shrimp with strong increase
13 Germany now country with most products Denmark ranks number % since March ,5% share of global
14 Shrimp and pangasius products account for 84% of ASC products in Denmark Global: Denmark: 0% 24% 60% 0% 4% 1% Consumer-facing: 65% Non-consumer facing: 35% Consumer-facing: 80% Non-consumer facing: 20%
15 Current developments at the ASC programme
16 Development of core standard = generic requirements where possible, species specific requirements where needed Why? Improved consistency & efficiency of standards and audits Higher uniformity of claim in the market place Faster development of new standards (scalability) Important: No weakening of the standard
17 Development of ASC feedmill standard = Dedicated ASC Feed Standard for feed mill, globally applicable Why? Feed sector will grow with significant impacts (marine and terrestrial); Need for global benchmark (environmental and social) to drive change; Improved integrity of ASC program. Status? Incorporating public comments Pilot phase summer 2016 Launch: Q1 2017
18 Development of group certification = Methodology that allows a group of individual farm owners to act as one unit for certification Why? To make the ASC program accessible for smaller producers (e.g. shrimp, bivalves, tilapia) Status? Start of pilot audits as reality check of draft methodology
19 What does it bring?
20 We have better disease control, better control of risks related to environmental pollution, escapes and safety in the workplace. And more effective communication with the local community. Nguyen Khanh Ngoc, Quality Assurance Manager, Thuan An Farm
21 Currently anecdotal evidence of improvement, Impact evaluation underway Over 50 % 1 in 4 related in escape management Over 1/3 now discharged cleaner water reported 100 % reported better c relations 88 % described employees conditions
22 We have the material, our partners the channels: Together we can spread the word! Introductie wereldwijd keurmerk kweekvis in Amsterdam Marketing toolkit Videos Farmers stories Pictures
23 Thanks to all supporters! Founding partners
24 Thank you e-newsletter services (register at Aquaculture Stewardship /
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