Supporting the Transition to Sustainable Seafood Maggie Meutia Corporate Campaign Manager WWF Indonesia

Market-Based Sustainability Global Retailer groups are increasingly committing to sourcing sustainable seafood Harness consumer purchasing power, CSR of retailers and processors to promote stewardship of world’s fisheries

But where will the Seafood Come From? Most of the world’s fisheries fully exploited >60% of all seafood exports originate in developing countries (SOFIA 2008) >90% of aquaculture products originate from developing nations (FAO 2009) Developed world increasingly looking to Asia-Pacific to satisfy demand for marine resources

Challenges for Asia-Pacific Countries What does “sustainable” or “responsibly produced” seafood look like in developing world context? Local business want to make sustainability commitment, but what should that be in the absence of certified products? What types of mechanism are needed to: promote “responsible” seafood in absence of credible eco-labels? Reward best practices (i.e. access, price)

WWF Indonesia Seafood Savers WWF-Indonesia established Seafood Savers in 2009 to assist domestic producers meet increasing demand from buyers outside Indonesia for more sustainably produced seafood To be coordinating institution for businesses implementing initiatives to achieve more “responsible” fisheries. To facilitate information exchange among members regarding sustainability issues. To be a place of encounter between producers and buyers of sustainable or “responsible” seafood products To support businesses aspiring to achieve MSC/ASC certification Objectives Facilitate the responsible and/or sustainable production and procurement of seafood products, through information sharing and linking business; Have fisheries enter into the MSC/ASC through the Fisheries Improvement Program process; Support best-practices improvement in fisheries in the CT region, although eventually this scope could be broadened to include fisheries outside the CT; Act as a catalyst for common advocacy and awareness raising through, including through interactions with government; and Improve access to finance or up micro-credit schemes and attract sustainable finance partners to fund and support improvement projects The second day of the workshop commenced with a recap of the contentious membership issue and an attempt to clarify what were the main objectives of the SSP. With regards the latter, a group discussion resulted in agreement that as a B2B, the main objectives of the SSP were to:

Fishery/Aquaculture Improvement Projects Stepwise approach to MSC certification Develop seafood company commitment Technical advice from fishery consultants Partner with local stakeholders to develop and implement an Improvement project One of the cornerstones of this work is Many of these (e.g. Wal-Mart, Supervalu, Kroger) have committed also to sourcing seafood that comes from Fishery Improvement Projects Change on the water

Continual Improvement “Ladder of Progression” Seafood Platform Other WWF work Credible Certification (MSC/ASC) Illegal Activity (IUU) Incentives/Rewards This demands companies work toward gaining MSC certification using a step-wise approach and a formal process. The FIP approach can establish the framework for a company or group of stakeholders to enter into a milestone driven program that would ideally culminate in MSC certification, while at the same time rewarding them for being on a path of continual improvement A "ladder of progression" from illegal activity to achievement of credible certification. A Seafoood B2B could focus on delivering support to companies and communities moving up this ladder through connecting buyers and sellers. Other WWF Programs and affiliated activities book-end this approach. In terms of achieving MSC certification in the developing countries, fisheries face a number of potential barriers including: poor stock condition, destructive fishing, limited data, poor compliance & monitoring and enforcement. While there is currently limited demand for MSC product from within the region, international retailers are driving demand for and in some cases investing in MSC product. Years

Key Questions Some products may never be certifiable. What does “sustainable” seafood look like in developing world context? What’s more important; a price premium or market access? Why and what does this mean for marketing more responsibly produced product How can we build platform membership. How can the platform provide benefit through connecting people regionally? FIPs are new...how do you ensure companies remain accountable and are meeting their commitments Can market-based stepwise approach to “certification” achieve sustainability goals in developing countries?

Seafood Savers Platform Steps 5. Conditioning 1. Application 2. Due Diligence 3. Identification 4. MoU & Cooperation Agreement 6. Evaluation and Planning 7. Membership Authorization 8a. Fisheries/Aquaculture/Chain of Custody Improvement Program (FIP/AIP/CoCIP) - Intermediate 8b. Fisheries/Aquaculture/Chain of Custody Improvement Program (FIP/AIP/CoCIP) - Advance

terima kasih..

Key Messages Unique challenges in Asia-Pacific to source sustainable / responsible seafood Need for practical solutions to finding sustainable / responsible alternatives Support for transitional or stepwise improvements in fisheries production Sustainable / responsible sourcing of seafood requires long-term commitment Developing business-to-business supply chain partnerships to protect revenues Leverage growing consumer sentiment for making informed choices Agreement on messaging - how species in seafood guides (country/species level) and SSP products (company level) promoted to potential SSP retail companies The funding model to be applied including how funds are distributed across offices working with the same company; Logo and branding issues and protocols

Sustainable Fishery Improvement Fund Director * = strongly public good component.