The best environmental choice in seafood Disclaimer If any interpretive issues arise in relation to the issues covered in these presentations, the text of the MSC Scheme Documents will prevail in all instances. The MSC is not responsible for any issues arising to any parties as a result of consulting these presentations. If you are unsure of any details on any of the subjects covered, please consult the relevant MSC scheme documents or contact the MSC at MSC Executive November 2011

Nicolas Guichoux Regional Director - Europe The best environmental choice in seafood

Fishery and Market update

The best environmental choice in seafood Fishery participation over time Key figures: 258 fisheries engaged globally 129 certified (58 in Europe) 129 under assessment (69 in Europe) Europe 661,747 tons (23%) 2,623,749 tons (44%) 3,285,496 tons (37%) In-Assessment2,889,521 tons Certified5,998,065 tons Total8,887,586 tons

The best environmental choice in seafood European fisheries facts 75% of all Norwegian fish export engaged in the programme First Icelandic fishery certified – Seamark All main Danish and Swedish fisheries either in pre-assessment, full assessment or certified First Spanish fisheries in FA – Hake, Clams, Cod Some concerns with NE Atlantic mackerel, NE Atlantic hake and North Sea saithe as well as with small scale fisheries

MSC-labelled products October 2011 The best environmental choice in seafood Key figures: 11,994 MSC-labelled products today! 9887 are in Europe (82%) 400 new products a month 74 countries Products have doubled EVERY year since 2004

Carrefour, the second largest retailer globally: committed to increasing the number of products bearing the MSC ecolabel; the program is at the heart of their seafood sourcing policy. Sainsburys, leading UK retailer: committed to MSC certification as a major part of their sourcing policy; MSC promotion throughout stores. Edeka Group, the largest food retailer in Germany: committed that by the end of 2011 all of their fish will come from sustainable sources, with a focus on fish that carries the MSC ecolabel. Dutch Retail Association, representing 99 percent of the supermarkets in the Netherlands: committed that, by 2011, 100 percent of all wild seafood sold will be certified. Examples of business engagement Mc Donalds will use from October the MSC label on all Filet O Fish across Europe Sodexo Group commit to 100% sustainable seafood by 2015 globally, MSC being first choice for wild fish. Will report every year against progress. … and fast progress in the foodservice sector with Sodexo, Compass and large restaurants chains.

Total Nbr of products per country

New Products per sector Frozen represents over 50%

Iglo Group and Findus Group to source all its seafood from wild and farmed certified sustainable source by Picard, launched 20 products early 2011 and intend to double number this year. Major consumer campaigns in store and Picard magazines. Bofrost started to use the MSC logo on pack following numerous consumers questions. Examples of frozen food business engagement

New Products by Species Herring is new Nbr 1 for 10/11 Frozen: 53% Canned/Jarred: 24% Chilled: 20%

Frozen salmon Frozen Alaska Pollock Smoked salmon - chilled Canned herring Chilled herring The Classics

Growing segments Canned mackerel fillets Frozen saithe as a white fish alternative Canned sardines fillets Frozen cooked and peeled shrimp

Whiskas and Sheba products in 15 European countries MSC labeled krill pills MSC labeled… salmon cream cheese New! Coated mackerel fillets

The MSC invests in consumer awareness

Joint-marketing campaigns Consumer events Engaging with the media Web tools & Social media media

Joint Marketing Campaign Joint Multi-brand Marketing Campaign with COOP Sweden (720 stores) Joint Multi-brand Marketing Campaign with COOP Sweden (720 stores) 200 – 500 % Increase in Sales of MSC labelled products 200 – 500 % Increase in Sales of MSC labelled products

MSC in the news Morgunblaðið Lebensmittelzeitung De Telegraaf (NL) Engaging with the media

MSC on TV and Radio (National TV - Sweden) (National Public Radio - USA) THIS MORNING (National TV – UK) BBC Radio 4 (National Radio – UK) Swiss radio interview (RSR)

In May 2011, we launched a new Sustainable Seafood Search The adds value to your use of the MSC ecolabel by – making it easy for consumers who want to support sustainable fishing to find MSC-labelled products in their country – showcasing your commitment to sustainable seafood supply chains Web tools & Social media media

MSC Logo recognition

The best environmental choice in seafood 52 % Debranded awareness of the MSC logo has significantly increased since June vs 36% 22% of people eating fish without prompting, describe the ecolabel in their own words as a mark for Environmental/Sustainable Seafood. vs. 17% 2 years ago 2011 figures 34% awareness 22% recall

Thank you