WWF Sustainable Fisheries Programme in 2011 ‘Seafood Market 2
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WWF Sustainable Fisheries Programme Editorial team: Janine Basson, John Duncan, Alice Johnson, Chris Kastern, Wisaal Osman, Samantha Petersen Design and Layout by © Natasha Johnson Front cover photo: © Peter Chadwick © Text 2012 WWF-SA All rights reserved www.wwf.org.za About WWF WWF is one of the World’s largest and most respected independent conservation organisations, with almost 5 million supporters and a global network active in over 100 countries. WWF’s mission is to stop the degradation of the earth’s natural environment and to build a future in which humans live in harmony with nature, by conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable, and promoting the reduction of pollution and wasteful consumption. WWF South Africa WWF South Africa is a national office that is part of the WWF network. We are a local NGO that for more than 40 years has worked towards the aim of inspiring all South Africans to live in harmony with nature, for the benefit of our country and the well- being of all our people. WORKING TOGETHER TOWARDS A SUSTAINABLE SEAFOOD INDUSTRY CONTENTS ABOUT US 2 INTRODUCTION 3 HIGHLIGHTS OF THE wwf FISHERIES PROGRAMME 4 STORIES OF CHANGE 5 1. Fisheries: Training our way to sustainability 8 2. Retailers: Pick n Pay and SASSI - the journey so far 11 3. Restaurants: Sustainable seafood makes sense and cents 12 4. Consumers: Inspiring change through choice 14 COMMUNICATION AND AWARENESS 16 FINANCIAL SUSTAINABILITY 17 CONCLUSION 18 SUPPORTERS AND COLLABORATORS 19 APPENDICES 1: Key achievement of 2011 20 2: Summary of statistics 24 3: List of publications 25 ABOUT US INTRODUCTION WWF South Africa WWF South Africa is the local office of the World Wide Fund for Nature (WWF) – one of the world’s largest and most experienced conservation organisations, with almost five million supporters and a global network active in more than 100 countries. WWF South Africa operates in the context of a developing country and is highly regarded in the network for giving a balanced view on environmental matters. We pride ourselves in the global and local role we play in conserving the earth’s most extraordinary places and species, and reducing humanity’s footprint on the planet. We also aim to address the underlying economic, social and political issues that underpin all conservation efforts. We involve local communities in decision making, we lobby government to change policy and we work with business to ensure sustainable use of resources. We form partnerships with those who share our vision as we believe by working with people, together we will change behaviour and leave a living planet. Ultimately our aim is to inspire all South Africans to live in harmony with nature for the benefit of our country and the well-being of all our people. About the WWF Sustainable Fisheries Programme The Sustainable Fisheries Programme is a keystone initiative of the WWF Marine Programme which falls under the broader WWF Sanlam Living Waters Partnership. Placed at the interface between civil society, the private sector and government, the programme has the unique ability to work across the seafood supply chain to address the challenges facing our marine ecosystems in an integrated manner. The programme contributes towards the following two targets of the Partnership: 1. Ecological systems and their services underpin social and economic well-being. 2. Risks and opportunities posed by climate change are addressed. The Sustainable Fisheries Programme aims to meet these objectives through activities via two sister programmes, namely ‘Seafood Market Transformation’ and ‘WWF SASSI Consumer Awareness’. Our aim is to inspire all South Africans to live in harmony with nature for the benefit of our country and the well- being of all our people. WWF Sustainable Fisheries Programme Annual Report 2011 | page 2 The vision of WWF’s Sustainable Fisheries Programme (SFP) is to INTRODUCTION inspire people to work together towards healthy marine ecosystems and responsibly-managed fisheries. Attaining this vision requires overcoming significant economic, ecological and social challenges, whilst simultaneously motivating concerted effort from all parties involved in the seafood supply chain through various multi-disciplinary partnerships. However, it also necessitates constant re-evaluation and refinement of our approach to ensure that we are effective, yet remain relevant. To this end, the past year has been a period of both evaluation and evolution for WWF-SA and the Sustainable Fisheries Programme. Great strides have been made by WWF-SA over the last few years in shifting its model of operation from a reactive grant-making fund, to that of proactive investment along programmatic lines. Thus, this past year has seen the establishment of a Biodiversity unit that covers the thematic areas of ‘Freshwater’, ‘Marine’, ‘Sustainable Agriculture’, ‘Land & Stewardship’, and the ‘WWF/ TMF Fynbos Programme’. Within the broader Marine programme, the SFP has further matured to comprise two keystone initiatives, namely ‘Seafood Market Transformation’ and ‘SASSI Consumer Awareness’. While the former programme works to link retail market opportunities with fisheries and aquaculture Within the improvements, the latter focuses on empowering consumers with the information to make a sustainable seafood choice coupled with the knowledge that their choice broader Marine will make a difference. In this way, the SFP continues to work holistically through programme, the seafood supply chain to address the challenge of ecosystem overfishing. See Appendices 1 and 2 for the Key achievements and the Summary of statistics in 2011. the SFP has The lessons learnt and documented in this review demonstrate that, through making further matured more informed choices and by selecting seafood species which come from well- managed and sustainable fisheries, various stakeholders can achieve a sustainable to comprise seafood industry. This is a common goal that those involved in the fishing industry, two keystone seafood retailers, consumers and all South Africans are working towards. The WWF Sustainable Fisheries Programme Annual Report for 2011 is comprised of initiatives, the following sections: namely 1. Highlights of the WWF Sustainable Fisheries Programme in 2011 ‘Seafood Market 2. Stories of most significant change 3. Communications and awareness Transformation’ 4. Financial sustainability and ‘SASSI 5. Conclusion Consumer The WWF-SA Sustainable Fisheries Programme would not have been able to achieve the impact described in this report without its supporters and collaborators Awareness’. (See page 19). WWF Sustainable Fisheries Programme Annual Report 2011 | page 3 This year saw the successful HIGHLIGHTS OF THE conclusion of the first phase of the Responsible Fisheries Alliance (RFA). WWF SusTaiNablE The initial two-year period has seen the RFA grow into a robust forum, through which WWF-SA and major FishEriES PROgrammE fishing companies can work towards the common goal of responsible fishing and the implementation of an Ecosystem Approach to Fisheries management (EAF). As one of the only coalitions of its kind in the world, the RFA has gained international recognition for its work, with HRH The Prince of Wales attending an event to showcase the RFA’s achievements to date, which included the renewal of the RFA agreement for a further two year phase. This year also saw Pick n Pay become the first retailer in Africa to make clear commitments to sustainable seafood through WWF SASSI’s retailer participation scheme. This commitment, which will see Pick n Pay selling only WWF SASSI greenlisted products or products from fisheries and farms involved in credible improvement projects by the end of 2015, is a fantastic step in the right direction and sets the standard for others to follow. In November, we launched the WWF SA Fisheries: Facts and Trends report, which highlights some of the challenges facing South Africa’s fisheries. The report, a compilation of data from a number of different sources, provides a snapshot view of the status of our fisheries as well as the associated socio-economic and cultural systems which rely on these resources for their well-being. The report was widely reported on in both local and international media. The SFP and its staff were also involved in six other publications during 2011 (see Appendix 3). The WWF SASSI listing process continued in earnest this past year and six new assessments were added to the existing database of species. As a result of this listing, a WWF partner-NGO, the Sustainable Fisheries Partnership, is leading a collaborative Fisheries Improvement Project (FIP) to improve the status of Argentine Hake. This process clearly demonstrates how responsible suppliers and retailers can help drive positive change in fisheries around the world together with WWF SASSI. Two Oceans Wines approached WWF SASSI during the past year to form a partnership in support of SASSI’s work. Various activations are currently being planned as a result of this partnership. Research undertaken to gauge the effectiveness of the WWF SASSI consumer tools revealed that 83% of respondents used the tools to guide their seafood choice. The SFP enjoyed widespread media coverage in 2011 to the advertising value of just over R7 million and was reported on over 230 times in the media. A SASSI ‘Green Platter’ special was run by two of the WWF SASSI supporting restaurants during the course of National Marine Week. The John Dory’s restaurant chain initiated and hosted an awareness-raising event in Johannesburg to help WWF SASSI spread the message. WWF SASSI was also interviewed on the 5fm Fresh 83% Drive, one of the most popular radio stations in the country, during peak time. OF REspONDENTS The WWF SASSI Restaurant Programme currently enjoys the support of 190 usED THE TOOls restaurants. Eleven training courses were run in partnership with WWF SASSI’s TO maKE THEir Networking Partners in Cape Town, Durban and Johannesburg, through which 232 ulTimaTE SEafOOD people were trained.