The MSC at . Wild. Certified. Sustainable

OF THE MSC

The MSC at ��. Wild. Certified. Sustainable. Annual Report 2016 – 17 MSC Annual Report 2016-17 2

We've been helping keep our A

R oceans WILD FOR S BECAUSE WILD IS IMPORTANT. WILD IS EXCITING. HELPING TO KEEP OUR OCEANS HEALTHY AND TEEMING WITH LIFE IS A BIG JOB. We’VE been TOGETHER ENSURING... our oans SOO OS ar thrn a n COTT THANKS TO THE FISHERS, RESTAURANTS, PROCESSORS, BRANDS, SUPERMARKETS AND EVERYONE WHO LOVES l traal sustanal SEAFOOD. FOR TODAY AND FUTURE GENERATIONS. SO HERE’S TO YOU

AND TY O ANOTHER E A AND R 20 S BEYOND. TS for choosing MSC.

Cover image: Courtesy of Alaska Seafood msc.org MSC Annual Report 2016-17 3

Contents

Messages from our Northeast Pacific leadership 22 Lidl steps up international Chief Executive and Chair 4 commitments 37 Continued commitment 24 Italy finds MSC with Findus The MSC at ��. Fishery firsts 26 Wild. Certified. Sustainable. 6 Pizza first 38 Heading South 28 Sustainable tuna reaches MSC and the Sustainable New Zealand Development Goals 10 Along the chain 30 Counting on sustainable fish 39 At a glance 2016-17 11 Top 20: MSC Chain of Custody 32 Focus on hospitality 40 Setting the standard 12 Number of products with the MSC label 33 Spreading the message 41 Global impacts 14 Olympic gold for Marketing highlights 42 On the water 16 sustainable seafood 34 Mapping sustainable fisheries 18 Our funding and donors 44 Bringing business together 35 Growth in MSC certified catch 19 Governance 46 Aeon’s ahead 36 Widening the net 20 China 111 MSC Annual Report 2016-17 4 A message from our Chief Executive

I have great pleasure in introducing program. They represent nearly 14% of the global wild marine target to regulate harvesting, end overfishing and IUU the MSC’s 20th anniversary Annual catch. The market for certified sustainable and fully traceable fishing, and restore fish stocks as fast as possible. The time Report. It is hard to believe that two seafood is worth close to US$6 billion annually with 25,000 frame – to achieve all this by 2020 – is singularly ambitious. decades have gone by since the MSC individual labelled products available in over 100 countries was created by its two founders, around the world. While there is no silver bullet, we know that credible WWF and Unilever, back in 1997. market-based programs like the MSC can provide part of the Most importantly, the evidence base that a credible solution, and I passionately believe we have an important It really has been quite an incredible market- based program can and is driving real and lasting part to play. To reflect the scale and urgency of the challenge, journey. We have worked through the challenges of launching change is also growing. Over 1,000 improvements have the MSC has set its own ambitious goals: to have 20% of the a new idea and turning it into a viable mechanism to catalyse been documented and reported in the MSC’s Global global wild fish catch engaged in the MSC program by 2020, change. We have seen the development and periodic Impacts Reports. These improvements have included and at least a third by 2030. refinement of a rigorous and widely accepted science-based more stable biomass in certified fisheries, reduced standard for environmentally responsible and sustainable bycatch of unwanted species and other impacts on marine That will be an incredible achievement, but we cannot afford fishing. From the support of those early pioneer fisheries and ecosystems, and improved management through better to aim for anything less. The last 20 years have shown us seafood businesses who engaged with a new and untested scientific understanding. what we can accomplish when a diverse range of partners program, trust and credibility have grown. The MSC program come together to work toward shared goals. has evolved into a proven concept. However, while there is much to celebrate there is also so much more to do. Our oceans are under enormous pressure. I would like to thank everyone who has contributed to the Sustainable fisheries are being rewarded for their good At a time when the world needs more protein to feed an successes achieved through the MSC over the last 20 years stewardship of our ocean resources, consumers are expanding population and for marine ecosystems to remain – and I hope that the stories contained here will inspire you increasingly able to make sustainable seafood choices and resilient, they are under increasing threat from the impacts to achieve even more. the way our oceans are fished is changing for the better. of climate change, acidification and pollution. We only have a limited window to avoid irreversible damage None of this would have been possible without the and catastrophe. commitment and leadership of our partners, the generosity and support of our funders and the determination and hard Encouragingly, the health of our oceans has risen on the work of our staff and governance bodies. Today more than global agenda, not least in the Sustainable Development 400 fisheries around the world, landing nearly 12 million Goals. Goal 14 aims to “conserve and sustainably use the tonnes of seafood annually, are engaged in the MSC oceans, seas and marine resources”, including an ambitious Rupert Howes, Chief Executive MSC Annual Report 2016-17 5

Over the first 20 years As the MSC has grown as an organisation, so of the MSC, we have has our ability and our responsibility to seen a growing contribute to global efforts on ocean A message understanding of the sustainability. Our strategy includes an crucial need to ambitious goal to bring 20% of all marine conserve our oceans. catch into the MSC program by 2020 – but we from our Chair Today we see the must not neglect the other 80%. We know hope that people how successful our market-based solutions place in organisations like the MSC to do can be in regions where fisheries governance something practical towards improving the is strong and where market awareness of health of the oceans and securing the food sustainability is high. The challenge now is to supplies, livelihoods and economic strengthen fisheries management in regions opportunities they provide. where this policy environment is weaker – particularly in the Global South – and to build The MSC can be very proud of the contribution market demand in regions that are just it has made over the years. There has been beginning to show an interest in sustainable significant progress in terms of quantity – in seafood. To enable this, in recent years, we the number of certified fisheries, the volume have added more diversity and geographic of certified catch, the number of products balance to our Board, bringing in bearing the MSC label – but also in terms of representatives from Africa and the Pacific quality, as the MSC Standard has been and others with experience from developing strengthened to take account of advances in countries – though we recognise the need marine science and fisheries management. to go further to reflect our increasingly We have seen fisheries make significant diverse clientele. improvements in their capacity and ability to manage not only their target species, but also I would like to take the opportunity to thank the marine ecosystems of which they are part. all the Board, Technical Advisory Board and Stakeholder Council representatives past As well as being our 20th anniversary, 2017 and present, as well as the MSC management marks the beginning of our latest Strategic and staff, who have contributed so much Plan, which sets our direction of travel for the to the organisation’s successes over the next three years and beyond. The MSC Board last 20 years. And I am confident that, in has been closely involved in setting this the next 20, we can look forward to even strategy, drawing on the expertise of our Board greater achievements. members, our Technical Advisory Board as well as our Stakeholder Council – between them comprising representatives from fisheries and industry, conservation, and science. Their depth of knowledge and experience of the realities of life on the water give us confidence Werner Kiene, that we are moving in the right direction. Chair of MSC Board of Trustees Helgi Thor Haraldsson and his brother on board the Von, part of the MSC certified Icelandic cod fishery. © James Morgan / MSC MSC Annual Report 2016-17 6 The MSC at ��. Wild. Certified. Sustainable.

20 years ago… for sustainable fishing. Businesses and Today… the last 20 years, we still face significant … oceans which consumers would be able to choose seafood ... over 12% of the world’s marine challenges - not least in the Global South, had once seemed from fisheries independently certified wild-caught seafood is MSC certified. where fishing is so vital to food security inexhaustible were as sustainable, giving other fisheries an Some 300 fisheries in 34 countries have and people’s livelihoods. showing the strain. incentive to improve their practices. been independently assessed to be fishing OF THE Decades of overfishing sustainably, and have made hundreds We’re determined to remain a leading had taken their toll, On 17 February 1997, the Marine of improvements in order to achieve and catalyst for improved fisheries and regulations and Stewardship Council was formally maintain certification – contributing to management, contributing to the guidelines designed registered as an independent not-for-profit more abundant and stable fish stocks, sustainable use of our oceans and to protect fish stocks organisation. The creation of the MSC gave minimising bycatch and impacts on supporting resilience, food security and MSCand the ocean environment weren’t doing direction and momentum to the sustainable habitats, improving scientific knowledge livelihoods well into the future. Our new enough to turn things around. Fisheries seafood movement, and spurred action by a and strengthening management. More than Integrated Strategic Plan sets out how we that provided food and jobs for hundreds wide range of partners. Since then, marine 3,700 certified supply chain businesses plan to make this happen over the next of millions of people were heading scientists, NGOs and industry have worked across 42,000 sites ensure their products 20 years. towards collapse. together to agree a set of principles for can be traced every step of the way from sustainable fishing, which reflect guidelines ocean to plate. The blue MSC label is the We’ll significantly increase the scale of Growing concern prompted two partners developed by the Food and Agriculture world’s most recognised and respected our engagement with fisheries, focusing from very different walks of life to take Organization of the United Nations. badge for sustainable wild-caught seafood: on species and ecosystems that are action. Conservation organisation WWF Fisheries large and small have sought MSC it’s found on close to 25,000 products in currently under-represented in the MSC and consumer goods giant Unilever, then certification in ever-growing numbers, over 100 countries. program – particularly in the Global South. owner of the Birds Eye and Iglo brands, leading to hundreds of improvements on As the proportion of certified fisheries came together with a shared objective: the water. Retailers, brands and businesses In the years ahead… expands, we’ll make sure MSC certification to ensure the long-term viability of global throughout the supply chain have made … we’ll step up efforts to conserve our remains credible and continues to reflect fish populations and the health of the ambitious market commitments. Consumers oceans, support more fisheries to achieve current globally accepted best practice, marine ecosystems on which they depend. increasingly seek out products bearing the and maintain certification, and secure while introducing new tools and Their solution: a market-led mechanism MSC label, knowing it means seafood that is seafood supplies for this and future systems to make the process more that would provide economic incentives wild and sustainable. generations. Despite the huge progress over efficient and user-friendly.

Walter Miranda, deckhand on board the C/P Starbound, part of the MSC certified Alaska pollock fishery. © Mark Meyer MSC Annual Report 2016-17 7

The way in which we fish and consume Vision, �� seafood is increasingly determining the health, richness and productivity of the aspiration and oceans. Over the last two decades, the MSC has pioneered new thinking and We’ll deepen our engagement with key �� goal: has led important reform in fisheries commercial partners and build demand for sustainable seafood in markets that offer around the world, while also raising Vision the biggest incentives to drive change on consumers’ awareness and driving the water – notably in Europe, the US, China For the world’s oceans to be teeming with and Japan. And we’ll build public awareness life, and seafood supplies safeguarded their purchasing decisions towards and support for sustainable seafood for this and future generations sustainability. As the world's leading through consumer-facing campaigns, while deepening our involvement in science and seafood certification scheme, the MSC research to demonstrate the impact of 2030 aspiration can draw on the experience of the last MSC certification. More than a third of global marine catch two decades, striving for continued We’ve grown significantly over the last certified or engaged by 2030. MSC is a improvement in the standard and 20 years, from a handful of employees in leading catalyst for improved fisheries London to an international organisation management and market transformation, increased coverage of the global active in every continent. As we continue contributing to the sustainable use of our market. This is what the ocean needs in to evolve, we need to remain open, oceans, supporting resilience, food transparent, efficient and effective. security and livelihoods the next two decades if we want to preserve its health, immense benefits The last 20 years have shown us that the MSC approach works. We look 2020 goal and the crucial services it provides to forward to working with our partners 20% of global marine catch comes from the planet and our society. and supporters to scale up our collective MSC certified or engaged fisheries, impact in the years to come, so that Marco Lambertini, Director General, WWF International supporting productivity and resilience in the world’s oceans are teeming with life, globally important marine ecosystems and seafood supplies safeguarded for this and future generations. MSC Annual Report 2016-17 8 MSC Annual Report 2016-17 | Section title 8 20 years of the MSC

The MSC Fisheries UK’s Thames herring fishery Standard is developed, becomes the first to renew shaped by 18 months The MSC Chain of its MSC certificate. of international Custody Standard is Sainsbury’s commits consultations with more launched, ensuring to ensuring all wild WWF and Unilever than 300 scientists, MSC labelled seafood fish it sells will Alaska pollock, the world’s conceive the idea academics and can be traced back to be sourced from largest whitefish fishery, of the MSC. organisations. a sustainable fishery. sustainable fisheries. achieves MSC certification.

92 95 97 98 00 01 02 03 04 05 06

Lidl launches first and Young’s Bluecrest largest private-label Collapse of the The first fisheries – ‘Fish for Life’ Wild product range with the Western Australia blue MSC label in Europe. Grand Banks cod MSC is formally Alaska Salmon rock lobster, Thames fishery. Concern registered as becomes the 100th Blackwater herring about overfishing a charity at MSC labelled and Alaska salmon grows among Companies House, product. – are certified. Mexican Baja The world’s largest retailer, conservationists London. and industry. California red rock Walmart, announces its lobster become the commitment in the US to The first labelled first MSC certified source all its fresh and MSC products hit fishery in the frozen fish from MSC the shops. developing world. certified sources. MSC Annual Report 2016-17 The MSC at ��. Wild. Certified. Sustainable. 99

McDonald’s announces it will serve MSC certified China’s first MSC certified fish in all its restaurants fishery is the Zoneco scallop Dutch retailers announce across Europe – its US fishery in Zhangzidao. OF THE that from 2011, all wild- and Canadian operations caught seafood at every follow in 2013 and 2014. food retail chain in the Netherlands will come from MSC certified fisheries. The blue MSC label The first MSC TheMSC MSC becomes the IKEA commits to only sell appears on Iglo's Global Impacts Report certified sustainable seafood first global seafood entire cod and haddock is published showing to its 650 million visitors in certification to achieve Japanese retailer Aeon fishfinger range. 400 action plans have 49 markets. GSSI recognition for launches the 1,000th MSC been delivered by credibility and rigour. labelled product. certified fisheries.

07 08 11 12 13 14 15 16 17

55% of all wild-caught cod, haddock and hake 100 fisheries are The Western Australian The Ashtamudi clam is MSC certified. now MSC certified government announces fishery becomes the or in assessment. a AUD$14.5 million fund first MSC certified for MSC assessment. fishery in India. The number of products with the blue MSC label The Vietnamese reaches 20,000. Ben Tre clam Icelandic cod achieves The MSC updates its fishery is the first MSC certification, Fisheries and Chain in Southeast Asia setting the way for other of Custody Standards MSC certified fisheries to receive MSC Icelandic fisheries to to ensure they reflect have delivered more than certification. enter the program. latest best practice. 1,200 improvements. MSC Annual Report 2016-17 10 MSC and the Sustainable Development Goals

Ocean conservation is recognised as an providing practical tools to strengthen fisheries international priority in the United Nations management and indicators to measure Sustainable Development Goals (SDGs) – progress. We’re working with governments, a set of 17 goals agreed by 193 countries that NGOs, scientists and businesses from around set the agenda for governments, business and the world to plan how SDG14 can be put into development agencies between now practice, participating in events including the and 2030. 2017 UN Ocean Conference.

The SDGs include a standalone goal (SDG14) Other goals and targets are also highly to conserve and sustainably use the oceans, relevant to the MSC’s work. Sustainable seas and marine resources for sustainable fishing is vital to food security (SDG2) and development. This encompasses an ambitious to providing decent work and economic target to end overfishing and illegal, growth (SDG8). By linking seafood lovers unregulated and unreported (IUU) fishing, with fisheries and supply chain businesses, transform fisheries management the MSC also plays an important role and rebuild stocks by 2020. in promoting sustainable consumption and production (SDG12), as well as in The MSC has a crucial contribution to make by strengthening global partnerships for demonstrating what this looks like in practice, sustainable development (SDG17).

Fishing in The Gambia. © David Loftus MSC Annual Report 2016-17 11 At a glance �� -�� From sustainable fishers...

, , , newly MSC Chain products on tonnes of MSC certified of Custody 94 fisheries in sale with the labelled seafood fisheries countries assessment certificate blue MSC label bought by holders consumers

, US$.bn certi ed sites with Chain spent by consumers on fisheries in of Custody certification seafood with the 34 countries MSC label

...to seafood lovers MSC Annual Report 2016-17 12 Setting the standard

20 years ago... • Minimising environmental impact – A crucial complement to the MSC Fisheries management, supply chain traceability and … there was a growing understanding fishing operations must be managed to Standard is the MSC Chain of Custody auditing, as well as a wide range of other of sustainable fisheries management, maintain the productivity, function and Standard. For any seafood to be sold with relevant issues including deep-sea fishing, but its application was inconsistent and diversity of the ecosystem the blue MSC label, every trader, processor vulnerable marine ecosystems and data difficult to measure. In 1995, the UN FAO and retailer that handles it along the way collection to demonstrate impact. had developed a Code of Conduct for • Effective management – the fishery must has to have an MSC Chain of Custody Responsible Fishing, which represented comply with relevant laws and have a certificate demonstrating that it has According to GSSI Programme Director the first global consensus on best practice. management system that is responsive effective tracking systems in place. This Herman Wisse, “The MSC’s successful Although most countries had signed up to changing circumstances. prevents sustainable seafood from being completion of the GSSI Benchmark Process to the voluntary Code, it was difficult to mixed or swapped with other products, marks a milestone in ensuring confidence in track how its recommendations were being While these principles remain unchanged, meaning consumers can be confident that seafood certification.” applied on the water. the Standard has been updated and the fish on their plate can be traced right refined in the years since, with input back to a certified sustainable source. The MSC is also the only wild seafood Following the foundation of the MSC, from a wide range of stakeholders. certification program to be a full member of meetings were held around the world This reflects an evolution in scientific Today… ISEAL, the international alliance for social where scientists, activists, industry understanding and best practice in fisheries ... the MSC is determined to remain and environmental standards schemes. As representatives and policy makers management – particularly around the rigorous, robust and relevant as the world’s ISEAL members, we have to comply with discussed how to apply fisheries science, importance of managing fisheries not just most credible standard in sustainable their highly regarded codes for standard management principles and policy as isolated stocks but as part of the whole seafood certification, evolving with and setting, assurance and impact monitoring. agreements in practice. In December 1997, marine ecosystem. reflecting international best practice. So we at Airlie House in Warrenton, Virginia, were proud when, in March 2017, we became In an independent survey of 90 consumer stakeholders agreed a set of principles Fisheries are assessed to the Standard the first international seafood certification eco-labels in the Netherlands last year, and criteria for sustainable fishing. These by independent certification bodies in a scheme to be recognised by the Global we were one of 11 labels to receive the would become the basis for the MSC comprehensive and transparent process, Sustainable Seafood Initiative (GSSI). top ranking, based on transparency Fisheries Standard, which would come to where all interested parties have the and reliability. define sustainable seafood for the next two opportunity to comment. Some fisheries A coalition of environmental NGOs, decades. At its heart are three principles: are obliged to make specific improvements global businesses, independent experts, MSC staff are regularly involved in scientific within a set timeframe in order to maintain government and intergovernmental research, helping to advance understanding • Sustainable fish stocks – fishing activity their certification – and there are annual organisations, the GSSI has developed a on the sustainable management of our must be at a level which ensures it can audits to make sure they do. benchmarking tool for seafood certification oceans. This year, they contributed to peer- continue indefinitely schemes, based on UN FAO guidelines. It reviewed journal articles covering topics looks at a scheme’s governance, operational including IUU fishing in the Antarctic¹,

potential fisheries production of large At the same time, we’ll be reviewing our marine ecosystems², new models for audit and assessment processes to make improving population estimates³, the sure they are as efficient and robust as value of the MSC’s objections procedure⁴, possible. That will include developing new Fourteen years of data from and links between stewardship and digital auditing tools, and improving quality northern Europe shows that sustainability goals in South Africa⁵. control by establishing a formal peer review college of independent scientists to review MSC certified fisheries now In the years ahead… fishery assessment reports. target more abundant fish … the MSC is determined to maintain its position as the international leader in The MSC is also working with the stocks at a more sustainable sustainable seafood certification. We’re Aquaculture Stewardship Council (ASC) to committed to periodically reviewing, develop a joint standard for seaweed, to be fishing rate than they did before certification. and revising as necessary, our Fisheries released in October 2017. Some 25 million By contrast, uncertified stocks in Europe and Chain of Custody Standards. This tonnes of seaweed with an estimated value will include introducing new risk-based of US$5.65 billion are harvested annually, show much greater variability in terms of requirements to provide greater assurance and demand is increasing. Seaweed plays biomass and fishing effort, with the average that certified fisheries and supply chain an important role in marine ecosystems; our businesses are free of unacceptable joint standard aims to reward responsible fishing effort remaining too high to ensure labour practices. harvesting and culture, and set a benchmark for improvement. productive fish stocks. Meeting the MSC Standard isn’t easy – and 1 Longo, C. et al 2017. Using the Ocean Health Index to Dr David Agnew, MSC Science and Standards Director that’s as it should be. But we do want to identify opportunities and challenges to improving Southern encourage fisheries that are committed to Ocean ecosystem health. Frontiers in Marine Science, 4:20. meeting it, and are making improvements 2 Fogarty, M.J., et al 2016. Fishery production potential of large marine ecosystems: A prototype analysis. in order to do so. We’re developing an “in Environmental Development, 17(1): 211-219. transition to MSC” program that will offer 3 Anderson, S.C., et al 2017. Improving estimates of fisheries technical and financial support as population status and trend with superensemble models. they progress towards MSC certification. Fish and Fisheries, 18(4): 732–741. 4 Brown, S., et al 2016. On the road to fisheries We’ll also be looking at new approaches certification: The value of the Objections Procedure in for assessing mixed species fisheries, and achieving the MSC sustainability standard. Fisheries those where data is limited – especially Research, 182: 136-148. small-scale fisheries and those in the 5 Barendse, J., et al 2016. A broader view of stewardship to achieve conservation and sustainability goals in South developing world. Africa. South African Journal of Science, 112:5-6. MSC Annual Report 2016-17 14 Global impacts

To make sure the MSC really drives positive sustainability of their practices. These habitats and the hundreds of organisms change in the oceans, we regularly monitor include changes in fishing gear to reduce living in them. In response, SFG began and report on our impact. Since 2011, bycatch, closing certain areas off to trialling innovative bycatch mitigation we’ve published an annual Global Impacts fishing, improvements in monitoring and measures, and has worked to designate a Report, showing the improvements that stronger management measures. marine protected area that will safeguard certified fisheries have made. important coral and sponge species. Since Conditions of certification have also led achieving MSC certification in 2013, SFG Globally, 31.4% of fish stocks are to new research projects, which have has continued its partnership with ZSL, considered overfished – though this is helped to advance marine conservation and is funding a PhD project to identify likely to be a considerable underestimate and fisheries science. For example, when possible vulnerable marine ecosystems. as many more have not been formally the Greenland cold water prawn fishery assessed. But data presented in our Global first entered MSC assessment in 2008, “Although the skippers were initially New research project to survey benthic habitats in Greenland. © ZSL Impacts Report 2017 shows that those little was known about the seabed habitats sceptical about the work of the scientists, targeted by MSC certified fisheries are where the fishery operated. Sustainable extensive collaboration between the being maintained at sustainable levels Fisheries Greenland (SFG) approached two parties has seen that attitude – which isn’t always the case for non- the Zoological Society of London (ZSL) to change,” says Peder Munk Pedersen from certified stocks in the same region. In study and map these benthic habitats. Sustainable Fisheries Greenland. “Now, many cases the biomass has increased in By lowering cameras off the side of the our skippers compete with one another the years following MSC certification. survey vessel used to conduct the fishery’s to provide the scientists with information annual stock assessments, they captured about any new or interesting findings. Some 94% of MSC certified fisheries high-resolution images down to depths of Along with the certification itself, this has have been required to make at least hundreds of metres. been a very valuable side-benefit of the one improvement in order to maintain MSC assessment process.” certification. Since 2000, certified The research, which has so far led to the fisheries have made 1,238 improvements publication of three scientific papers, to strengthen or better monitor the revealed new information about these MSC Annual Report 2016-17 15

Over the past few years, we have implemented a number of strategies to minimise the environmental impacts of our fishery. MSC certification provided independent recognition of these efforts and helped us to identify ways in which we can improve our bycatch monitoring and mitigation efforts further still. Mike Park, Chief Executive, Scottish White Fish Producers Association Limited

Some “The way that MSC certification works around a principle of continuous improvement is for me what makes it so ��% special versus other certification schemes of MSC certified fisheries that may be yes/no tick boxes. What MSC have been required to does is provide meaningful data that gives make at least one you a point of reference to improve on. improvement in order to Judith Batchelar, Director of Sainsbury's Brand maintain certification ”

Pall Hreinn Polsson, fisherman with Visir, part of the MSC certified Icelandic cod fishery. © James Morgan / MSC MSC Annual Report 2016-17 16 On the water

20 years ago… developing world in 2004, closely followed than 70% of the global wild catch of clawed 20% of marine catch in the MSC program ... there was no internationally recognised by South Africa’s hake trawl fishery. lobster, cold water prawn and whitefish by 2020, we need to increase our outreach means for a fishery to show that it was is certified or in assessment, along with work with fisheries – particularly where our operating sustainably. MSC certification The certification the following year of more than 40% of flatfish and salmon. influence is currently limited. We’ll work filled that gap, providing market recognition the Alaskan pollock fishery – the world’s Several types of tuna, bivalve shellfish with fisheries in ocean areas (or “large for fisheries that were making efforts largest whitefish fishery – was a watershed and small pelagic species are approaching marine ecosystems”) that are under- to conserve fish stocks and the moment. It led to a significant increase in the 20% mark. Our experience has shown represented in the MSC program to date, marine environment. the supply of MSC certified seafood. As that, once a critical mass of fisheries but where catch levels and threats to marine the quantity of products bearing the blue targeting a particular species or operating biodiversity are high. That will include a For even the best-performing fisheries, MSC label grew, more fisheries considered in a particular region becomes certified, particular focus on fisheries in developing MSC certification requires a significant MSC certification. momentum builds and others follow. countries and emerging economies: while effort. An already heavily regulated industry many of these will need to make significant needed to be persuaded that this new Today… We’re aware, though, that we haven’t yet improvements to achieve MSC certification, voluntary scheme was worth their while. … over 12% of the wild fish caught from the achieved our full potential to catalyse the potential environmental, social and MSC staff met with fisheries organisations, world’s oceans is MSC certified – a total change in the oceans. While MSC economic benefits of doing so are huge. governments, research organisations and of more than 9 million tonnes of seafood. certification has increased in temperate environmental groups to drum up support. More than 300 fisheries in 34 countries are and high latitudes, there are relatively few We’ll also focus on fisheries currently certified to the MSC Fisheries Standard, certified fisheries in the tropics, and some under-represented in the MSC program that In March 2000, the first two fisheries with another 86 in assessment. Many have important marine ecosystems contain no play an important role in global or local successfully completed their assessment demonstrated their long-term commitment certified fisheries at all. The large majority ecosystems, economies and livelihoods. to achieve MSC certification: Western to sustainability by being successfully of certified fisheries are in developed These include squid, octopus, crab, tuna, Australia rock lobster and Thames herring. recertified after their initial five-year countries – but the need to improve small pelagic species and seaweed. The iconic Alaska salmon fishery followed certificate – some more than once. These fisheries management to support food and later that year. certified fisheries are operating in a way livelihood security in the developing world Of course, we’ll continue to be open to all that ensures fish populations will remain has never been greater. regions and all species. And we’ll continue Progress was slow but steady. In 2001, healthy and productive for generations to work with, add value to and celebrate New Zealand hoki became the first large- to come. In the years ahead… fisheries that are already MSC certified and scale whitefish fishery to become certified. ... we’ll accelerate our work with fisheries committed to continuous improvement. Mexico’s Baja California red rock lobster For a number of key species, MSC to support them to achieve and maintain became the first certified fishery in the certification is becoming the norm: more certification. To achieve our goal of having MSC Annual Report 2016-17 17

Seventeen years ago, a bunch of people got together and saw MSC certification as a mechanism for More than future-proofing our fishery. Really, they were ahead of their time. We owe our success to those guys who knew ��% that one day this was going to be crucial, not only for the market of the global wild catch of clawed lobster, cold benefits, but for our social licence water prawn and to operate. whitefish is certified James Paratore, Lobster Fisher, Western Australia or in assessment

Western Australia rock lobster fishermen. © Matt Watson / MSC MSC Annual Report 2016-17 18 Mapping sustainable fisheries Proportion of large marine ecosystem (LME) catch that is MSC certified, 2006-2016

0% 0-25% 25-50% 50-75% 75-100% There are MSC certified fisheries in �� of the 66 LMEs developed by NOAA More than ��% of catch is MSC certified

Newfoundland-Labrador Iceland Shelf Norwegian Sea Barents Sea in 15 LMEs Shelf and Sea

Sea of Okhotsk MSC certified catch increased

Scotian Shelf ��% Gulf of Alaska or more in the 12 LMEs identified on California Current North Sea North Australian the map between 2006-2016 Shelf Canadian Eastern Arctic-West Greenland Data correct as of 28 February 2016 Southeast Australian Shelf MSC Annual Report 2016-17 19 Growth in MSC certified catch �� -�� .� million Volume of MSC certified catch (tonnes) tonnes of MSC certified seafood

10,000,000 ��% of global marine catch 8,000,000 is MSC certified certified fisheries in fisheries* assessment 6,000,000 �% 4,000,000 of global marine catch is from fisheries in MSC assessment

2,000,000

0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 �� countries with MSC certified fisheries Data correct as of 31 March for each year

* Includes 17 fisheries for which MSC certification is currently suspended MSC Annual Report 2016-17 20 Widening the net From tsunami to sashimi Five years after the earthquake and tsunami devastated eastern Japan, a tuna fishery has become a symbol of recovery. Meiho Fishery Inc. was founded in the quake-hit city of Roughy ride to sustainability most hated fisheries had made substantial (DFPO) and the Danish Pelagic Producers Shiogama in the aftermath of the disaster – Twenty years ago, the idea that New Zealand’s improvements and that it has now been Organisation (DPPO), has put in place strict and now it’s become only the third fishery in orange roughy fisheries could be sustainable independently assessed to meet MSC’s strict science-based measures to ensure harvest Japan to receive MSC certification. would have been treated with derision. sustainability standard.” rates don’t threaten the target species’ stocks Overfishing during the 80s and 90s had led or the other fish, birds and mammals that Meiho uses selective pole-and-line fishing to to a steep fall in population sizes of this long- The New Zealand orange roughy fisheries depend on them. catch around 3,000 tonnes of skipjack and lived bottom-dwelling fish. certified in December 2016 represent more albacore tuna. Tuna is a particularly important than 60% of the country’s total orange roughy The catch from the fishery is made into fish in the Japanese market – not only is it Over the last two decades, the seafood catch. The other orange roughy fisheries fishmeal and fish oil, which is used as feed eaten in sashimi, but skipjack is also a crucial industry and the New Zealand government also have plans underway to meet the for farmed salmon and trout. Its certification ingredient in soup stocks. have made deliberate moves to rebuild MSC Standard. Over 70% of New Zealand's increases the total volume of MSC certified stocks of this highly prized, succulent fish. total deepwater catch now receives market catch of small pelagic species used in fish “My experience of the earthquake made These range from new research and fibre- recognition for bearing the blue MSC label. feed by more than one-fifth. Demonstrating me realise that delivering sustainable optic video feeds to enable scientists to that feed comes from sustainable sources seafood to the market is inevitable for the better understand population dynamics, to is one of the criteria for fish farms seeking future and this belief inspired me to start major cuts in the allowable catch. Today New ASC certification. this sustainable fishery,” says Meiho’s Zealand fisheries catch around 4% of the CEO Kenji Matsunaga. “I’m delighted that adult orange roughy population, or around “With the current rapid global growth our fishery is certified by the MSC, and 6,000-7,000 tonnes per year – compared to Danish pelagics in aquaculture, it is paramount that its its parent company Meiho Co. Ltd. has some 50,000 tonnes in the 1980s. Almost nine-tenths of Denmark’s wild-fish environmental footprint is sustainable,” gained MSC Chain of Custody certification catch is now MSC certified following the says Sofie Smedegaard Mathiesen, for all the seafood it processes from this Robert Trumble of certification body MRAG certification of a large fishery targeting small Sustainability Manager at DFPO. “By having fishery. My next agenda is to promote our Americas undertook the orange roughy pelagic species – sandeel, sprat and Norway our large reduction fisheries MSC certified, sustainable skipjack and albacore tuna in assessment. “It was very gratifying to pout. These small species play a critical role in we contribute our part to this, and we raise the Japanese market.” demonstrate that prior serious problems the marine food chain, and their populations the bar – not only for our colleagues in other do not prevent a fishery from overcoming can fluctuate significantly according to natural reduction fisheries around the world, but also them," he explains. "We had the opportunity cycles. The fishery, managed between the for the producers of land-based ingredients to explain to the world how one of the Danish Fishermen Producers Organisation for aquaculture feeds.” MSC Annual Report 2016-17 21

Fisheries that meet the MSC Standard have the independent science and peer-reviewed evidence-based 49 reports to demonstrate their sustainability. We should not get stuck in the past. We want fisheries to new fisheries achieved improve and we should recognise them when they do. MSC certification in the Positive change means productive, healthy oceans. past year, and a further Pat Caleo, Asia-Pacific Director, MSC 86 are in full assessment

Sorting skipjack at the MSC certified Meiho tuna fishery. © MSC/Nobuyuki Aoki MSC Annual Report 2016-17 22 Northeast Pacific leadership

When it comes to sustainable seafood, Today, Alaska pollock is found in products Meanwhile the British Columbia salmon nowhere can match the Northeast Pacific like McDonald’s Filet-O-Fish in the US, fishery was also recertified this year – the fishing area. An amazing 80% of the BirdsEye Omega 3 Fish Fingers in Europe, first salmon fishery to be assessed entirely region’s total catch is now MSC certified, Trident’s value added line and surimi in to our revised Fisheries Standard. Following representing 2.5 million tonnes of seafood Japan, with offcuts processed into fishmeal improvements made by the industry over a year – enough to provide a meal for every and oil. the years, the certification now covers all man, woman and child on Earth. sockeye, chum and pink salmon. Another iconic fish from the region is Salmon, albacore tuna, pink shrimp, hake, salmon. Back in 2000, Alaska salmon halibut, sablefish, Pacific cod, flatfish, west became only the third fishery in the world coast rockfish and Alaska pollock are just to achieve MSC certification – and 2017 some of the certified species caught in the brought new milestones, thanks to the region, which covers the waters of Northern ongoing commitment of the government California, Oregon, Washington, British and industry in Alaska. The area around Columbia, the Gulf of Alaska and the Prince William Sound was recertified Bering Sea. following a multi-year study to review the impacts of hatcheries on wild salmon Many of these fisheries have shown populations. The small-scale Metlakatla ��% long-term commitment to sustainability. A Indian Community’s Annette Islands fishery prime example is the Alaska pollock fishery – the first MSC certified fishery to be wholly of wild catch in the Northeast – certified for a third time in 2016 – which managed and operated by a tribal Pacific is MSC certified has been the largest fishery in the MSC community – was also recertified in 2017, program since it was first certified in 2005. now covering all five salmon species.

The C/P Starbound. Part of the MSC certified Alaska pollock fishery © Mark Meyer MSC Annual Report 2016-17 23

“Fishermen on the Pacific Coast of the US and Canada are proud to be recognized by the MSC for their responsible stewardship of a renewable food resource for our countries and the world. We look forward to the day when most of the world’s fisheries can meet the MSC Standard. Christina Burridge, Executive Director, B.C. Seafood Alliance and Chair, International Association of Sustainable Fisheries ”

Looking over the deck of the C/P Starbound. © Mark Meyer MSC Annual Report 2016-17 24 Continued commitment

Every five years, fisheries need to No squeeze on sardines reapply for MSC certification and undergo Often the certification of one fishery a new assessment. Recertification encourages another to seek certification, confirms that a fishery is still operating with added benefits to a wider group of sustainably, and has successfully made The decision to certify fishers and ecosystems. The sardine fishery any improvements that were required at this fishery with no off the south of Brittany, France, was first its previous assessment. MSC certified in 2010 – but with stocks conditions and several flourishing, Spain began to develop its own Green light for whitefish clear recommendations sardine fishery in the Bay of Biscay. To Supplies of sustainable cod on five maintain MSC certification, the French Brittany sardine fishery. © MSC / Margaux Favret continents were secured with the is based on our fishers needed to collaborate with their recertification of the Barents Sea cod, Spanish counterparts to agree a set of joint haddock and saithe fishery, one of the commitments to decrease management measures. Working together, world’s most important cod stocks. the impact of the fishery they agreed to establish limits on catches and to support the collection and sharing of The fishery, jointly managed by Norway on vulnerable habitats scientific data with the objective of building and Russia, supplies more than 20 and vulnerable marine a common management plan. In January countries worldwide. Its original 2017, the French fishery was recertified and certification in 2010 came with a number of ecosystems in general. the Spanish one certified for the first time. conditions, all of which have been We expect that further successfully completed. Improvements have included testing new lower impact implementation of the gear and measures to reduce bycatch and measures to protect minimise impacts on seabed habitats. This collaboration was catalysed by VMEs will strengthen Ocean Trawlers, the company that sells the the MSC process, and ensures sardine the sustainability of fish, is committed to further decreasing its stocks in the Bay of Biscay will impact on habitats and vulnerable marine our fishery in future. ecosystems (VMEs), and introducing less continue to thrive. damaging, more fuel efficient trawl gear. Sergey Sennikov, Chief Sustainability Officer, Ocean Trawlers Camiel Derichs, MSC Regional Director Europe MSC Annual Report 2016-17 25

In brief Argentine anchovy In 2011, Argentina netted the world’s first MSC certification for anchovies. Back then, As the first MSC certified anchovy the certificate covered two companies fishery in the world, we are proud to operating five vessels which caught around 10-15% of the stock. In January 2017, the have the MSC process again validate fishery was recertified – and this time the sustainability of our well- 13 companies and 24 vessels were involved. managed and healthy fisheries. Canada Scotia-Fundy haddock Carlos Rodriguez, Manager, Centauro Canada’s haddock fishery, which operates around the Southern Scotian Shelf, the Bay of Fundy and Georges Bank, was recertified last year after successful efforts to rebuild the stock, while reducing impacts on cod and other species. Stock biomass in the two haddock stocks is at or near the largest Our customers are demanding ever recorded. MSC certification in order to US halibut and sablefish respond to consumers. We have The US halibut fishery in the Bering Sea off Alaska and the Pacific waters off Washington been supporters of the MSC in state was recertified for the second time. As order to allow us to focus on other well as maintaining healthy halibut stocks, the fishery has reduced accidental albatross aspects of our business. deaths by 85%. Also in the North Pacific, the Alain d'Entremont, Chief Operating Officer, sablefish fishery passed its second Scotia Harvest Inc. reassessment, confirming its healthy stock levels and careful management.

Lofoten, northwest Norway. © Ulf Berglund MSC Annual Report 2016-17 26

Fishery firsts

Clamming up Finnish first also noticed that the fish oil and fishmeal Clams are one of the most popular seafood There are currently no MSC certified industry in particular is increasingly species in the US. Now, with the fisheries in Finland – but that could soon demanding certified and sustainably certification of the Atlantic surfclam and change dramatically, with the Finnish sourced raw materials.” ocean quahog fishery, they can bear the Fishermen’s Association’s Baltic herring MSC ecolabel for the first time. and sprat fishery entering into full One and only abalone assessment last year. Landing around The Western Australia abalone fishery Surfclams and quahogs are harvested off 132,000 tonnes of herring and around has become the first of its kind to achieve the east coast of the US, from the Delmarva 12,000 tonnes of sprat, the fishery MSC certification. Prized for its tasty flesh, peninsula in the south to Georges Bank off makes up about 90% of Finland’s total abalone supports a multimillion-dollar Massachusetts in the north. The total catch marine catch. trade between Australia and China, Japan of the two species is worth more than and South-East Asia. US$40 million annually. Both species are used for fishmeal and oil as feed in the aquaculture industry, as well The certification covers three species of The certification process was supported by as for local consumption and in dietary abalone – greenlip, brownlip and Roe’s. several seafood processors, including supplements. If certification is successful, Divers collect the sea snails by hand in Bumble Bee Seafoods, Sea Watch it could drive further commitment to shallow waters, using “hookah” (surface- International, Lamonica Fine Foods, sustainable fishing in the Baltic and other supplied breathing apparatus). Atlantic Capes Fisheries Inc, and Surfside reduction fisheries. Foods LLC. Around half the fishery’s product is “Baltic herring and sprat are extremely exported, primarily to Asia. “MSC certified “Our customers and consumers care about important species for the Finnish fisheries seafood is a well-recognised standard sustainability and want to contribute to sector and we are very happy that the first within Asia as it offers traceability, which healthy ocean ecosystems by enjoying Finnish fishery is entering MSC is important to our Asian and domestic sustainably harvested surfclams and assessment,” says Kim Jordas, CEO, customers,” says Peter Rickerby, Chairman quahogs now, and in the future, and we do Finnish Fishermen’s Association. “We and Interim EO of the Abalone Industry too,” says Mike Kraft, Vice President of recognise the importance of sustainable Association WA. “The MSC certification Sustainability, Bumble Bee Seafoods. fishing and ensuring that this resource is provides assurance based on science available for future generations. We have that our fishery is sustainable and well managed.”

Neil Wackett, Abalone fisher in Western Australia. © Jason Thomas / MSC MSC Annual Report 2016-17 27

Fishing for “bluey” – the blue swimmer Strict regulations are in place to ensure crab – is a popular pastime in Western neither commercial nor recreational Australia. Every year, some 50,000– activities threaten the sustainability of Crab100,000 people go certification crabbing in the Peel the crab stocks or mixesthe ecosystem. These Inlet and Harvey Estuary, catching around include specially designed traps with 100 tonnes of blue swimmer crabs. Around escape panels for small crabs and other businessthe same volume is caught and sold with locally species, pleasure limits on catches and the number by commercial fishermen in small boats. of licences and traps, and seasonal Some families have been fishing the closures. estuary for generations. The certification also covers mullet caught Now, the Peel-Harvey blue swimmer crab by commercial fishers. It’s the third fishery fishery has been independently assessed to be certified after the state government as sustainable – the first time a combined pledged AU$14.5m to support third-party commercial and recreational fishery has certification for Western Australia’s 50 been MSC certified. It follows years of fisheries. collaboration between the local fishermen’s association and RecFishWest, which represents the state’s 740,000 recreational fishers.

“

“We want to see a very healthy fishery for generations to come, whether it be from a business perspective, for enjoyment by recreational fishermen, or both. We understand we need to be in this together. Dr Andrew Rowland, Chief Executive, RecFishWest ” MSC Annual Report 2016-17 28 Heading South

Fishing is vital for the food security and We run outreach programs to raise livelihoods of hundreds of millions of awareness of the MSC and build capacity people in the Global South. As well as in key regions and countries, including in providing a vital source of protein, Africa, Latin America, India and Indonesia. fisheries have huge economic importance: We've also developed a risk-based in 2014, fisheries exports from developing framework that provides an alternative countries were valued at US$80 billion, way of assessing the sustainability of higher than all other food commodities fisheries that don’t have the quantitative combined. data used in our usual assessments.

Ensuring these fisheries are well In 2015, we launched a new toolkit, managed and sustainable couldn’t be Working towards MSC certification – a more important – and achieving MSC comprehensive guide for those working certification could provide new market with fisheries making improvements to opportunities. But meeting the MSC achieve sustainability. Since then we’ve Standard is a tough challenge: these trained almost 140 people involved in fisheries may be unable to afford the fisheries improvement projects across cost of assessment, lack the data they seven developing countries, and a further need to calculate stock levels, operate 60 fisheries experts in Europe and the US, in areas where governance is weak, or to use the tool to identify and track simply be unaware of the benefits of improvements in sustainability. MSC certification. We’re now in the process of developing an As of April 2017, 28 MSC certified fisheries “in transition to MSC” program that will were based in the Global South, making up provide fisheries with technical and about a tenth of the total volume of MSC financial support as they progress certified seafood catch. We’re working hard towards MSC certification. to change this: our ambition is to double the number of fisheries from the Global Together these tools are building capacity South engaged in the program over the and helping developing world fisheries on next three years. their journey to sustainability.

Fishermen mend nets in The Gambia. © David Loftus MSC Annual Report 2016-17 29

Suriname seabob Chile double Indian Ocean octopus Suriname’s seabob fishery was the first Two Chilean fisheries achieved MSC African coastal communities have tropical shrimp fishery in the world to certification last year. Both target squat fished for octopus in the Indian Ocean achieve MSC certification. It was Thanks to the lobsters – a type of crustacean that is part for centuries – it’s both eaten locally successfully recertified last year, validating of the lobster family but smaller in size and exported to Europe and elsewhere. the improvements made over the last five enthusiastic compared to other lobster species – with In partnership with the African Union years and enabling the South American collaboration of fishers, one also catching nylon shrimp. Squat Interafrican Bureau for Animal Resources nation to continue supplying certified lobsters are mainly exported to the US, and marine conservation NGO Blue shrimp to high-value European markets. government and where they are usually sold as Ventures, we’ve launched a project to industry, the Suriname "langostino" or "baby lobster", while the map octopus fisheries in the region. The fishery was one of the first to be shrimps are mostly quick-frozen and We will benchmark fisheries against assessed using the MSC's risk-based seabob fishery exported to the US and Europe. the MSC Standard, then identify framework. It has since done a lot to collect opportunities to support fisheries further information on stock levels and successfully overcame Both fisheries have made significant improvement projects (FIPs) in impacts on other species. To maintain its many challenges on improvements over recent years to Madagascar, Kenya, Tanzania, Zanzibar, MSC certification, the fishery took steps maintain stocks. These include annual Mozambique, Rodrigues and Comoros. to reduce bycatch by refining the escape its path to certification. seasonal closures, catch quotas, and new, panels in its nets, and collected detailed We hope that the more selective trawl gear. Blue Ventures is already involved in a FIP data confirming that no vulnerable species with an artisanal octopus fishery in were regularly caught as bycatch. improvements it made Fish for Good Madagascar which is working towards MSC It also funded research into impacts Lottery players in the Netherlands are certification. Innovations have included on seabed habitats. and the benefits we are contributing to food and livelihood security community-led management as part of a now seeing will inspire and marine conservation in Indonesia, network of locally managed marine areas, Mexico and South Africa through a new temporary closures that have boosted fisheries in countries four-year project funded by the Dutch productivity, and a smartphone app for similar to Suriname Postcode Lottery. The €1.75m Fish for data collection. Good project will map fisheries in these to work towards MSC key emerging economies and carry out certification. basic assessments of their sustainability. Following this pre-assessment process, a Dirk-Jan Parlevliet, CEO of shrimp number of fisheries will be benchmarked processor Heiploeg and improvement action plans developed with the aim of achieving MSC certification.

20 years ago… The MSC provided a solution. Our Chain on board. Migros and Coop in Switzerland, market – from the packers and processors, ... consumers who wanted sustainable of Custody system meant businesses all Metro, Lidl and Iglo in Germany, and through to retailers, restaurants and seafood faced a tough task. Concerned along the value chain could be sure the Sainsbury’s in the UK were among the first catering companies, and even cruise ships seafood consumers might choose to avoid seafood they were buying came from a to commit to sourcing sustainable seafood. and airlines. Last year, the number of particular species, or try to find out where legal, well-managed fishery that could As the MSC’s profile in the marketplace Chain of Custody certificate holders was their fish came from – but getting hold of continue to provide a reliable supply in grew, so did the incentive for fisheries 3,735, spread across more than 42,000 reliable information wasn’t easy. And while the future. And the distinctive blue fish and supply chain businesses to become sites in 94 countries. retailers, restaurants and brands might label gave consumers instant assurance certified; and as supply grew, the market make claims about sustainability, there that this was fish they could choose grew further. Chain of Custody certification means that, was little way to independently verify what with a clear conscience. while studies suggest that as much as they said. Today… 30% of seafood sold globally isn’t what it The very first MSC labelled seafood – ... the global market for MSC certified seafood says it is (Pardo et al, 2016), mislabelling This was a concern for businesses in Western Australian rock lobster – went is worth more than US$5 billion annually. of MSC products is extremely rare. DNA the seafood supply chain too. With NGO on sale at Whole Foods Market in the US By 31 March 2017, there were 24,768 MSC tests consistently confirm this. In 2016, campaigns increasingly highlighting issues in 2000. But progress in the early days labelled products available in 101 countries – for example, a study in the UK and Ireland around seafood sustainability, some was slow: it would be two years before an increase of 2500% over the last decade. A revealed that fish-and-chip shops without companies were recognising that providing the number of MSC labelled products total of 108 species from certified sustainable an MSC certificate were four times more traceable, sustainable seafood could reduce passed 100. With limited supply of certified fisheries were included in those products. likely to serve the wrong species to their potential risks to their reputation – and seafood, there was a limited market; and Along with frozen, canned and fresh fish customers than certified shops. Just one of could even give them a market advantage. with a limited market, there was little products, the MSC label can be found on the 61 MSC certified chippies was found to More fundamentally, securing fish stocks for incentive to increase supply. everything from pet food to pizza. be serving haddock instead of cod whereas the future was essential to their long-term five of the 61 nearby non-certified shops business viability. But this vicious circle became a virtuous Hundreds of businesses are involved served the wrong species. one as retailers and brands began to come in bringing these certified products to MSC Annual Report 2016-17 31

More and more businesses are signalling We’ll deepen our engagement with key their commitment to sustainability by commercial partners, but also reach out sourcing MSC certified seafood: at least to areas where uptake of MSC labelled 77 major retailers, 14 brands and 17 products has been slower – including fresh food-service companies have made public fish counters and the food-service sector. pledges to source MSC certified seafood. Surveys from different countries show that We’ll also be doing more than ever to more than a third of shoppers recognise connect with seafood lovers around the the blue MSC label, though awareness in world, increasing public awareness and countries like Germany is even higher. understanding of sustainable seafood and the MSC’s contribution. Through In the years ahead… marketing campaigns and education, … we’ll continue to build market demand through sharing data and telling stories, for sustainable seafood. Over the next by working with MSC "ambassadors" and three years, we’ll focus on building commercial partners, we aim to showcase demand in markets that offer the biggest the achievements of certified fisheries, incentives to drive change in the ocean celebrate sustainable seafood champions, and reward the fisheries and companies and encourage everyone to play their part in that are committed to sustainability. ensuring healthy oceans for tomorrow. Strategically important countries include European markets, notably Germany, the UK, France, Spain and Italy, as well as the USA, China and Japan.

MSC Annual Report 2016-17 32 Top 20: MSC Chain of Custody Number of Chain of Custody certificate holders per country

�� UK Norway �� Sweden Iceland

�� Denmark �� Canada Netherlands Russian �� Federation Poland �� Switzerland Belgium �� Italy �� Germany Japan USA �� China France �� Spain �� Vietnam

�� Australia �� 3,735 ��,�� certificate holders in the certificate holders compared certified sites compared to countries where companies rest of the world to 3,217 in 2015-16 35,950 in 2015-16 have MSC Chain of Custody https://thumb1.shutterstock.com/display_pic_with_logo/87457/231504040/stock-vector-world-map-countries-231504040.jpg

MSC Annual Report 2016-17 33 Number of products with the MSC label

1,079 2,387 4,723 7,640 10,964 14,789 16,283 18,149 21,085 24,703 25000 Market uptake of seafood with the Austria Belgium MSC label started in 20000 Canada European countries where Denmark consumers were receptive to Finland environmental issues. 15000 France Today the blue fish label Germany can be found in all major Netherlands Sweden economies. In addition to

10000 Switzerland frozen, fresh and canned United Kingdom seafood it appears on United States nutraceuticals, pet food, Rest of the world fish meal and maybe soon 5000 even wild pearls. Number of MSC labelled products available around the world Nicolas Guichoux, Global Commercial Director, MSC 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

* Estimated *Number of products defined US$ as the global sum of products ** available in individual countries ��,�68 ��,8�� (Stock Keeping Units, or SKUs) products on sale with tonnes of seafood sold to consumers �.�bn **Retail market value of consumer-facing MSC ecolabelled the blue MSC label with the MSC label spent by consumers on seafood with the MSC label products, calculated by adding up from 20,492 on 31 March 2016 up from around 660,000 tonnes in 2015-16 a global average 40% retail mark-up to wholesale values. MSC Annual Report 2016-17 34

Olympic gold for sustainable seafood

More than 70 tonnes of sustainable seafood One popular item on the menu was Bolinhos Seafood with the blue MSC label was – equivalent to more than 350,000 portions de Bacalhau – salted cod croquettes, a introduced at the London 2012 Games, and – was served to athletes and media at last traditional Brazilian speciality. The cod in the organising committee were keen to year’s Olympic and Paralympic Games. A question came from an MSC certified fishery build on this legacy. But with little certified The Olympic and record amount of wild-caught fish on the in Iceland, and was supplied by Visir, an seafood available in Brazil, meeting this menu within the Olympic Village was MSC MSC certified family business. One of Visir’s commitment was an Olympian effort. Paralympic Games are certified, with farmed fish coming from fishers featured on posters promoting the unique in their ability farms certified by the ASC. blue MSC label in canteens and restaurants. Numerous fisheries, farms and supply chain businesses across the region took to bridge cultural steps to improve their performance to meet the MSC and ASC standards. The state of divides, reach a broad Rio responded by entering five fisheries audience and generate into the MSC program. McDonald’s served 100% MSC certified Argentine hoki in its a sense of fellowship McFish sandwiches throughout Brazil during and possibility. We hope the Games, further raising awareness of sustainable seafood in the country. that this commitment

Looking ahead, we’re excited to be will have a lasting supporting the supply of MSC certified legacy of sustainable seafood to the Tokyo 2020 Olympic and Paralympic Games. We hope that their sourcing and seafood commitment to sustainable seafood will act consumption in Brazil. as a catalyst for sustainable fishing in the region. We’re already seeing interest from Julie Duffus, Sustainability Japanese fisheries and suppliers hoping to Manager at the Rio 2016 get certified in time for the Games. Organising Committee for the Olympic and Paralympic Games MSC Annual Report 2016-17 35

Bringing businesses together

Over the last two decades, the MSC fishing. McDonald’s and British retailers Keystone commitment The keystone dialogues are the brainchild has participated in efforts to get Tesco, Sainsbury’s and Marks & Spencer Eight of the world’s largest seafood of scientists at the Stockholm Resilience businesses to come together to find joined seafood suppliers Espersen, businesses issued a 10-point plan of action Centre. Just as keystone species play a sustainability solutions and take action Findus and Young’s Seafood and fishing on ocean sustainability following the first critical role in ecosystems, a handful of for our oceans. Last year brought some organisations from Norway and Russia "keystone dialogue" between scientists and large businesses have a disproportionate powerful multi-sector initiatives… to sign the voluntary agreement. All business leaders. The inaugural dialogue influence on ocean health. The companies the companies involved are strongly took place in the Maldives in November involved in the initiative include Japanese Arctic freeze committed to MSC certified seafood. The 2016 and the MSC was honoured to join as seafood giants Maruha Nichiro, Nippon Responding to pressure from NGOs, a agreement is also part of the fisheries’ one of four invited advisors. Participating Suisan Kaisha and Kyokuyo, two of the coalition of fishers, supported by seafood preparations for reassessment under MSC companies committed to improving largest tuna companies in the world (Thai buyers and suppliers, reached an historic Standard version 2.0, starting in 2019. transparency and traceability and reducing Union Group and Dongwon Industries), agreement to put a freeze on fishing IUU fishing in their supply chains. Other the two largest salmon farmers (Marine expansion in a thawing Arctic. As the Tuna traceability priorities included action on antibiotic use Harvest ASA and Cermaq), the two Arctic warms and ice melts, new fishing Over the last few years, retailers, in aquaculture, greenhouse-gas emissions largest aquafeed companies (Skretting – grounds are becoming accessible – but processors and fisheries have been and plastic pollution, as well as eliminating subsidiary of Nutreco, and Cargill Aqua there are fears that vulnerable marine working with the MSC to make the tuna modern slavery and child labour. Nutrition), as well as the agro-industrial ecosystems could be damaged by bottom industry more sustainable. And we’ve conglomerate Charoen Pokphand Foods. trawling. The agreement, which brings been working with the World Economic To put their commitments into practice, the together the Norwegian and Russian Forum to encourage members to sign companies created a new initiative, Seafood fishing fleets, puts the brakes on the the Tuna 2020 Traceability Declaration, Business for Ocean Stewardship. This will expansion of bottom trawling north of committing to increase sourcing of build links between wild capture fisheries the 76th parallel. It requires seabed certified sustainable tuna. At the UN and aquaculture, European, North American mapping to identify sensitive habitats World Ocean Conference in June 2017, 50 and Asian companies, and seafood before any new area is opened up for leading companies signed the Declaration. businesses and science.

Aeon’s ahead China 111

Japan is one of the world’s largest fish surimi-based product called chikuwa. On 11/11, Tmall launched the 111th MSC consumers, but awareness and concern Aeon also launched MSC labelled skipjack labelled product – Icelandic golden redfish for seafood sustainability is relatively from Meiho Co. Ltd, the country’s first – in China to coincide with Double 11 limited. Retailers have a big contribution certified tuna fishery. Around 50 stores festival. This annual celebration for single to make in increasing understanding and now contain a special section displaying people has become the world’s biggest driving improvements in the oceans, and only certified seafood products. online shopping day: an incredible 7.4 billion for the last decade Aeon has been mobile interactions were recorded on Tmall. leading the way. Now Aeon has committed to further com and Taobao during the Countdown Gala increasing the volume of certified seafood Celebration that aired in the hours leading The country’s largest supermarket chain it sells: its goal for 2020 is for 15% of up to Double 11’s midnight. introduced its first MSC certified product seafood sales by volume to come from in 2006, and now sells nearly 40 products MSC certified fisheries or ASC certified The online retailer has been actively across 18 species. New products on the farms. The company has been actively promoting sustainable seafood to Chinese shelves last year included mackerel, promoting MSC certified products to consumers throughout the year through launched through a joint marketing consumers, and introducing the MSC joint marketing campaigns with the MSC. campaign with the MSC, and a popular concept to its fishery suppliers. Tmall, owned by e-commerce giant Alibaba, has more than 466 million active buyers.

“Aeon actively works to procure sustainable seafood “Tmall.com has a sustainable seafood products in order to help protect marine resources sourcing strategy and is eager to and to hand down to future generations our increase cooperation with the global traditional culture surrounding food sources from the seafood industry to supply water and sea. Selling MSC certified products is an international MSC certified products important part of this effort. to the Chinese market. Kahori Miyake, Executive Officer CSR & Communication, AEON Co. Ltd Peng Yue, Senior Marketing Manager, Tmall.com ” ” © iStock/thesomegirl MSC Annual Report 2016-17 37

Lidl steps up international Italy boosts MSC with Findus

Compared to other European markets, The good news is that this means that a commitments Italy has been slow to embrace the MSC quarter of all frozen fish sold in Italy is now concept. But that’s changing thanks to MSC certified. Findus is fully committed to Lidl has long been a leading retailer of national dish. In Spain, Lidl was the first local frozen food leader Findus, which last using MSC certified wild-caught fish and is MSC products, with 100% of its regular company to offer MSC in its stores in year launched the MSC ecolabel with the actively collaborating with the MSC to own-brand fresh and frozen wild seafood 2008. Today, a quarter of its own-label introduction of 27 MSC certified products. transform the Italian fish market into a in Germany bearing the MSC label. And seafood bears the MSC label, and it aims Together they account for more than 80% sustainable one. now it’s set to extend its range in markets to have 35% of its fresh and frozen fish of the brand’s total wild-caught fish where consumers may be less familiar MSC or ASC certified by the end of 2017. volume, including the iconic Capitan Findus is part of Nomad Foods Europe, with the MSC label. All Lidl's country Findus fish fingers. which also includes the Iglo and Birds Eye operations have now made commitments The retailer also announced that its US brands, and has been a long-time to sustainable seafood. stores, which started to open in June 2017, supporter of the MSC. will stock only MSC certified fresh and In Portugal, for example, Lidl now sells frozen wild seafood, along with farmed 100% MSC certified cod – a big step in a seafood certified by the ASC or Best country where salted cod or bacalhau is a Aquaculture Practices (BAP).

“We want to make sure that the products we sell “I am extremely proud of this achievement are available in the long term and this is why their and I believe it will be a stimulus for the origins are so important. whole seafood supply chain. Judith Kontny, International Corporate Social Responsibility Manager, Lidl Francesco Fattori, Managing Director, Findus Italy ” ” © iStock/thesomegirl © Findus MSC Annual Report 2016-17 38

Pizza first Sustainable tuna reaches

Kotipizza has become the world’s first pizza Finland’s largest pizza chain sells over 8 chain – and the first restaurant chain in million pizzas a year, with around 1.5 New Zealand Finland – to achieve full MSC Chain of million containing seafood – either Custody certification. All fish and seafood skipjack tuna caught by pole and line in served in its 267 restaurants can be traced the Maldives, or sustainably harvested back to MSC certified sustainable fisheries. prawn from Norway’s North East Arctic. As a result of the collaborative effort by WWF, MSC and To mark this achievement, Kotipizza John West, New Zealanders now have the choice to buy launched a major marketing campaign including ads on national TV, which is cans of clearly labelled Pacifical MSC certified, estimated to have reached almost sustainably caught tuna in supermarkets for the first three-quarters of Finns aged 15 to 54. time. This is a major step forward for sustainable fishing in the Pacific, where the tuna is sourced, thanks to the leadership of John West New Zealand. © Kotipizza Peter Hardstaff, Head of Campaigns, WWF-New Zealand

“Our customers increasingly want to know where their

food comes from and how it is produced. The blue MSC Kiwi consumers can enjoy certified label is a point of pride for us: it is an independent sustainable canned tuna for the first time, following a three-year effort by John West proof that we only serve our customers seafood from New Zealand in collaboration with WWF certified sustainable sources. Our mission is to make and the MSC. the world a better place, one pizza at a time. We’re Cans of skipjack tuna with the blue MSC label are now available in supermarkets proud to be contributing to healthy oceans and actively across the country. John West New

supporting the livelihoods of stakeholders. Zealand’s range comes from the world’s © John West largest sustainable purse seine fishery, Tommi Tervanen, CEO, Kotipizza Group Pacifical, controlled by the eight Pacific island nations that make up the PNA ” (Parties to the Nauru Agreement). MSC Annual Report 2016-17 39

Counting on sustainable fish

The blue MSC label is a common sight on than ever. It has 22 certified choices in its frozen, canned and pre-packaged seafood fresh range – the most in the UK – including products in supermarkets across Europe Atlantic cod and Cornish sardines. – but uptake on those stores’ fresh fish counters has been slower. That’s beginning Meanwhile in Spain, supermarket to change though, and last year saw two cooperative Eroski became the first retail major retailers achieve MSC Chain of chain to achieve MSC certification. Around Custody certification, meaning the fresh fish half of its 700 fresh fish counters are now on their counters can be traced all the way selling cod, Cantabrian anchovy and back to a certified sustainable fishery. albacore tuna with the blue MSC label. Eroski plans to progressively introduce Tesco, the largest retailer in the UK, has new species and have all its fresh fish introduced the blue label to its 656 counters certified by 2020, when it expects fishmonger’s counters across the country, sales of fish with the MSC label to reach making MSC certified seafood more visible 2 million kilos.

“Customers tell us it’s important they can be sure the fish on our shelves is caught in a way that maintains healthy fish stocks and doesn’t cause harm to other sea life or the ocean environment. Rapidly expanding the amount of MSC ecolabel fish on our shelves and counters will help to make sustainably sourced fish affordable and accessible for shoppers across Britain. Giles Bolton, Responsible Sourcing Director, Tesco ” MSC Annual Report 2016-17 40 Focus on hospitality

The MSC label is becoming an increasingly Premier Inn restaurant brands include In 2015 Yasuragi, a Nordic Choice spa and menus, as can the ASC logo for responsibly common sight in restaurants – and this Beefeater, Brewer’s Fayre and Table Table. conference hotel near Stockholm, became farmed seafood. year saw hundreds of hotels in different Certified sustainable species appearing on the first hotel in Scandinavia to achieve countries add the blue tick to their menus. menus include prawns, pollock, haddock, MSC certification. Now its commitment has The MSC label can be found on hotel whiting and cod. been extended to nearly 200 hotels, menus in Asia too. Two years after Hilton In the UK, Premier Inn became the world’s including the Clarion Hotel, Quality Hotel Singapore became the first MSC certified largest MSC certified national hotel chain, Meanwhile in Scandinavia, leading hotel and Comfort Hotel brands, along with a hotel, Chinese hotel chain Shangri La bringing seafood with the blue MSC label group Nordic Choice has achieved MSC number of independent hotels. announced that eight of its hotels will be to a total of 635 locations. It means an certification for all its hotels across applying for Chain of Custody certification. extra three million certified sustainable Sweden and Norway. The Chain of Custody certification means portions of fish and chips will be served the blue MSC ecolabel can be used on annually across the UK.

“It is becoming ever more important for the hospitality industry to “For us, choosing responsibly is the operate a sustainable, traceable supply chain. Our customers expect only way forward. If we want to serve us to do the right thing, so we are immensely proud to have achieved seafood in the future, we must let our MSC certification for our restaurant brands. restaurants offer the best options there Whitbread is committed to sourcing products responsibly and we are for our oceans now: MSC and ASC. hope this will be a landmark step in helping set standards across the This gives our guests the chance to industry. The MSC’s certification and ecolabelling program enables contribute to sustainable fishing everybody to play a part in securing a healthy future for our oceans. and responsible aquaculture. Catherine Dehli, Sustainability Director, Nordic Choice Hotels James Pitcher, Director of Sustainability for Whitbread, owner of Premier Inns ” ” MSC Annual Report 2016-17 41 Spreading the message

Educating consumers and increasing to support joint marketing activities with They go beyond the numbers and the public understanding of sustainable our partners, recipes, and our ‘Wild Ones’ science to help people understand why fishing is a vital part of our mission. We – feature stories about the people who’ve our work matters. want consumers to understand why made MSC what it is today. sustainable seafood matters, and how We’ll also be intensifying our work with they can support it in their everyday lives At the heart of our campaign is MSC ambassadors – influential ocean by choosing the blue MSC label. This storytelling. We’ve been producing stories advocates from award-winning chefs and consumer support is at the heart of celebrating the efforts of fishers and other champion surfers to nature photographers building the market demand that drives partners, which we’re sharing through and inspirational fishers, who are change on the water. social media and other digital channels. passionate about sustainability and Stories give sustainability a human face, seafood. Their support will help raise Our biennial consumer survey tells us that enabling consumers to engage with the awareness of what we do and extend our sustainability is important to seafood people behind sustainable seafood. reach to new audiences. consumers. So it’s important that we become a more effective consumer-facing organisation, appealing not just to people’s heads, but to their hearts. While consumers have always been a fundamental link in our theory of change, “In a world where people increasingly care about where we believe we can do more to win their trust, engage and inspire them – and our their food comes from, the MSC label makes it easy to 20th birthday offers a great opportunity to do so. select sustainable seafood you can trust. Through our campaigns and storytelling, we’re helping consumers During 2017-18, for the first time ever all MSC regions will be running joint connect the deep blue oceans and conservation to their marketing activities with a shared and lives and plates. Sustainable choices only become consistent message: ‘Keep it Wild – choose the blue fish’. This global relevant when consumers make this link. campaign aims to make MSC more Sarah Bladen, Global Communications and Marketing Director, MSC relevant and appealing to a larger constituency. We’re bringing it to life through an evocative short film, toolkits ” MSC Annual Report 2016-17 42 Marketing highlights

Seafood to YouTube Lidl Surprises Sustainable Seafood Day From ocean to table in Denmark Dutch chef Bart van Olphen has taken Lidl showcased its MSC certified Scottish Sustainable Seafood Day on March 31 has In September, MSC Denmark ran a joint up the role of our first official global mussels as part of a major UK advertising become an annual fixture in Australia. This marketing campaign that reached more ambassador. A long-time champion of the campaign. The ad took a real-life sceptic year, our campaign included a “choose than a million people – or one in five MSC, Bart travels the world in search of called Chris – who had questioned the the blue” cook-off between celebrity chefs Danes. Our campaign encompassed a the finest certified sustainable seafood provenance of Lidl’s seafood on social and MSC advocates Andy Allen and Scott cinema and YouTube advert, posters on – and the stories of the people who catch media – to meet Douglas, one of the Gooding, in a video watched more than the Metro and nationwide advertising it. These are showcased in his weekly supermarket’s MSC certified mussel 35,000 times. A team of judges awarded spaces, in-store leaflets, social media cooking show on Jamie Oliver’s FoodTube farmers on the Isle of Mull. The ad ran the victory to Andy for his chargrilled Skull posts and an event at the annual fish day channel – the biggest cooking channel on across TV, cinema, press, radio, and Island tiger prawns with chilli and garlic oil in Copenhagen’s Town Hall Square with the internet. Bart’s Fish Tales have racked digital and social media. and seared yellowfin tuna salad. Through children’s TV star Sebastian Klein. Partners up hundreds of thousands of views, and media coverage, social media posts and supporting the campaign were retailers his channel has a cult following of almost events, our message reached an estimated Lidl, Coop and Aldi, the Danish Fishermen 50,000 subscribers. 8.9 million people. Producer Organisation, fishing company Royal Greenland, and the Danish national aquarium. MSC Annual Report 2016-17 43

France’s first Responsible Making the news in Sweden Spreading the word in Canada Fish Week Our fourth national joint marketing We’ve been working with chefs, media and In France, we joined forces with WWF and campaign in Sweden, in partnership with bloggers to spread the word about certified the ASC for a week-long event to raise 14 retailers, brands and restaurants, sustainable seafood in Canada. One consumer awareness of sustainable helped to further increase awareness of highlight was the launch of three Oceans seafood – the first of its kind in the country. the MSC label. In Stockholm, one in five and one Gold Seal MSC certified canned We were joined by 20 committed partners, people recalled seeing MSC adverts from products to an audience of 24 media in including retailers, seafood brands and the campaign – and said they were more Toronto. We also sponsored a preserved fish catering companies as well as certified likely to seek out MSC labelled seafood. battle between five Toronto-based chefs fisheries, aquaria and others. Activities Awareness of the MSC rose from 57% last at the Drake Hotel in front of more than ranged from a conference at the Maison year to 64% this year. One highlight was 100 guests and held an intimate dinner in des Océans and an exhibition of photos of Swedish Masterchef winner Sandra Mastio Montreal to introduce the MSC program to a sustainable fisheries at the Paris aquarium cooking MSC certified fish on the select handful of food bloggers. to in-store leaflets and digital media TV morning news. campaigns, including an online video which was viewed more than 85,000 times. MSC Annual Report 2016-17 44

We would like to thank the following Our funding organisations for their support: and donors US Foundations Other European Foundations Holzer Family Foundation Adessium Foundation (Netherlands) Herbert W. Hoover Foundation BalticSea2020 (Sweden) Over its 20-year history, the MSC has always been extremely National Fish and Wildlife Foundation Daniel and Nina Carasso Foundation (France) grateful for the generous support from its donors – and 2016-17 has been no exception as we continue to receive vital support New Venture Fund DEG (German Investment and Development Corporation) from our valued funders. Without their help, the MSC would not be David and Lucile Packard Foundation able to achieve its long-term mission of ensuring oceans teeming Dutch Postcode Lottery with life. Our donors understand this and share our vision: their Remmer Family Foundation funding underpins our efforts to strengthen the reach and impact GIZ (German Society for International Skoll Foundation of the MSC program globally. Development) Triad Foundation Nessling Foundation (Finland) We would like to highlight in particular the long-term contribution of our three largest donors – the David and Lucile Packard Walton Family Foundation Oak Foundation (Switzerland) Foundation, the Dutch Postcode Lottery and the Walton Family Foundation. Their continuing unrestricted support has been Statutory European Fisheries Fund (Finland) essential to driving our success. UK Trusts and Foundations AG Leventis Foundation In addition, the generous support of our project funders enables Corporate us to collaborate with many partners and stakeholders around the Cecil Pilkington Charitable Trust Royal Caribbean Cruises Ltd. Ocean Fund world to deliver the impacts described in this report. Swire Charitable Trust Haikui Seafood (China) A project grant from the David and Lucile Packard Foundation Findus (Sweden) enabled us last year to increase our capacity significantly in Japan. We were delighted to be awarded an additional project grant by the Dutch Postcode Lottery to undertake a global project which will see us deliver pre-assessment programs in Mexico, NGOs Indonesia and South Africa. We are similarly grateful to Adessium Resources Legacy Fund / Sustainable Foundation for funding work in Mediterranean France and Spain, Fisheries Fund and to the German development agency GIZ for projects in South Africa and Mozambique. WWF-Sweden MSC Annual Report 2016-17 45 Our finances �� -��

Report by the Trustees on the summarised financial statements

The summarised financial information is extracted from the full Total Total statutory trustees’ annual report and financial statements which were approved by the trustees and signed on their behalf on 27 July income expenditure 2017. An unqualified audit report was issued in relation to the full statutory trustees’ annual report and financial statements by our £19,942,284 £17,498,381 auditors Crowe Clark Whitehill LLP on 4 August 2017.

The auditors have confirmed to the trustees that, in their opinion, the summarised financial information is consistent with the full financial statements for the year ended 31 March 2017. This summarised financial information may not contain sufficient information to gain a complete understanding of the financial affairs of the charity. The full statutory trustees’ report, financial statements Where the money comes from Where the money goes to and auditors’ report may be obtained in writing from Finance Director, Marine Stewardship Council, 1 Snow Hill, London, EC1A 2DH, 21% Donations and legacies 25% Policy and maintenance of standard United Kingdom. 2% Other trading activities 31% Education and awareness 76% Income from charitable activities (logo licensing) 36% Commercial and fisheries servicing Signed, on behalf of the Trustees: 1% Income from investments and outreach 6% Logo licensing 2% Expenditure on raising funds

Total funds at 31 March 2017: £24,892,780 Compared with total funds of £21,234,196 on 31 March 2016. Werner Kiene, Chair, MSC Board of Trustees Other gains and losses in the year not shown under income or expenditure amounted to a gain of £1,214,681 4 August 2017 MSC Annual Report 2016-17 46 Governance �� -��

The MSC Board of Trustees The Technical Advisory Board The MSC Board of Trustees is the MSC’s governing body. With advice from the Technical The Technical Advisory Board advises the MSC Board of Trustees on technical and Advisory Board and Stakeholder Council, it sets the strategic direction of the MSC, scientific matters relating to the MSC Standards, including developing methodologies for monitors progress and ensures the MSC meets its objectives. certification and accreditation and reviewing the progress of fisheries certifications.

Dr Werner Kiene – Chair Mr David Mureithi Dr Christopher Zimmermann Dr Victor Restrepo (USA) (Germany) – Chair Mr Jeff Davis – Chair of MSCI Mr Eric Barratt Mr Alex Olsen (Denmark) Dr Keith Sainsbury (Australia) Dr Chris Zimmermann – Chair of the Technical Mr Jean-Jacques Maguire Dr K Sunil Mohamed (India) Advisory Board Dr Tony Smith (Australia) Mr Paul Uys Dr Simon Jennings (UK) Mr Peter Trott – Stakeholder Council Co-Chair Mr Adam Swan (UK) Mr Felix Ratheb Dr Juan Carlos Seijo (Mexico) Ms Lynne Hale Ms Lucia Mayer Massaroth (Germany) Mr Jim Leape Dr Florian Baumann (Germany) Mr Stephen Parry (UK) Ms Michèle Stark (Switzerland) Dr Tim Essington (USA)

Thank you to departing members: Welcome to our new members: Thank you to departing members: Mr Jonathan Jacobsen and Ms Monique Barbut Ms Michèle Stark and Dr Florian Baumann Ms Edith Lam (Australia)

The Marine Stewardship Council International Board

The Marine Stewardship Council International (MSCI) Board provides oversight of the Welcome to our new members: MSC’s ecolabel licensing and fee structure. Mr Eric Barratt and Mr Paul Uys Mr Jeff Davis – MSCI Chair Dr Werner Kiene – Board of Trustees Chair Mr Eric Barratt Mr Paul Uys Mr Rupert Howes – MSC Chief Executive MSC Annual Report 2016-17 47

The MSC Stakeholder Council

The Stakeholder Council provided the MSC Board with advice, guidance and recommendations about the operations of the MSC from a variety of perspectives, locations and interests. Members were divided into two categories: public interest Thanks TO all our staff and commercial/socio-economic. Following an independent governance review, in June 2017, the MSC Board of Trustees agreed to disestablish the MSC Stakeholder Your passion and dedication has OF THE Council. In its place, the new MSC Stakeholder Advisory Council will comprise 17 members including representatives from the seafood industry, conservation been at the heart of the MSC’s community, market sector and academia. It will provide advice to the Board and success over the last 20 years input into the MSC’s review processes which is representative of a wide range of views and opinions. MSC

Public interest category: Ms Meghan Jeans – New England Commercial and Mr Eduardo Gonzalez-Lemmi – San Arawa Aquarium, US Mr Peter Trott, Co-Chair – FishListic socio-economic category: Mr Ivan Lopez – Pesquera Ancora SL, Spain Mr Rory Crawford – Birdlife International/ Ms Christine Penney Prof Eyiwunmi Falaye – University of Mr George Clement – Deepwater Group, RSPB, UK Co-Chair – Clearwater Seafoods, Canada Ibadan, Nigeria New Zealand Dr Patrick McConney – University of Ms Christina Burridge – BC Seafood Ms Nancy Gitonga – FishAfrica, Kenya Ms Stefanie Moreland – Trident West Indies, Barbados Alliance, Canada Dr Martin Hall – Inter-American Tropical Seafoods, US Prof Yvonne Sadovy – University of Mr Jim Gilmore – At-sea Processors Tuna Commission Mr Johann Augustyn – South African Hong Kong, Hong Kong Association, US Mr Eddie Hegerl – Marine Ecosystem Deep Sea Trawling Industry Association, Policy Advisors P/L, Australia Dr Gaku Ishimura – Iwate University, Japan Dr John Goodlad – Shetland Catch South Africa Dr Patricia Majluf – Oceana, Peru Ms Jennifer Kemmerly – Monterey Bay Ms Annie Jarrett – Pro-Fish Pty Ltd, Aquarium, US Australia and Australian fishing industry Dr Dierk Peters – WWF / Unilever Thank you to our departing Council Mr Moises Mug – Fish for the Next Mr Jens Peter Klausen – J.P. Klausen & Co. members: Mr Alfred Schumm – WWF Generation/Costa Rican Sport Fishing A/S, Denmark The MSC would like to thank all previous Dr Yorgos Stratoudakis – IPIMAR, Portugal Foundation, Costa Rica Mr Guy Leyland – Western Australia members of the Stakeholder Council, Dr Abdul Ghofar – University of Dr Marco Quesada – Conservation Fishing Industry Council Inc which has now been disbanded, for their Diponegoro, Indonesia International, Costa Rica input and commitment, some over many Mr Mike Mitchell – Youngs Bluecrest, UK years. Their support and involvement has Dr Alasdair Harris – Blue Ventures, Dr Frédéric le Manach – Bloom Mr Simon Rilatt – Espersen been crucial to the ongoing success and Madagascar Association, France evolution of the MSC, and we are grateful Ms Libby Woodhatch – Seafood Scotland, UK for their invaluable contribution. MSC Annual Report 2016-17

Share with friends and colleagues

Find out more:

Please consider the environment before printing [email protected]

All data in this report is correct as of 31 March 2017, unless otherwise stated. The reporting year is 1 April 2016 to 31 March 2017.