1. Aquatic Species Authentication Program “ASAP” … a positive commercial response … Steve Otwell University of Florida

2. BACKGROUND Approaching 10% increase since year 2000 Per capita consumption > 16.6# = one 6 oz. serving /wk

3. BACKGROUND Per capita consumption > 16.6# = one 6 oz. serving /wk Driven by quality expectations & nutritional attributes; Recognized authorities recommend two servings per wk Also driven by increasing populous …… 1-3% growth/yr USA demands dependent on imports and aquaculture, yet aquaculture growth at 1% per year Aging populous ( > 70% over 50 years of age by 2020) they expect ‘authentic’ products (traditional & familiar)

4. RESULTS I’m gettin’ mine! Resource Competition & Higher Prices Dependence on Alternatives Requirements for Transition

5. “ Product Substitution is inevitable and necessary … … but it does not need to abandon or abuse traditional expectations and values” Otwell, Dec 12, 2006

6. Fish Current Situation

7. Grouper-Like Grouper Related Grouper Want-a-be’s Looks like, Outta be I said so ! Fantasy names & Vernaculars Fish Current Situation Nomenclature Controls

8. Grouper-Like Grouper Related Grouper Want-a-be’s Groupers Looks like, Outta be & I said so ! Non-qualified Identity or Qualified Identity Fantasy names & Vernaculars Approved Market Names Fish Current Situation Nomenclature Controls

9. Grouper-Like Grouper Related Grouper Want-a-be’s Groupers Looks like, Outta be & I said so ! Non-qualified Identity or Qualified Identity Fantasy names & Vernaculars Approved Market Names Fish Current Situation Nomenclature Controls

10. Qualified Analytical Verifications Taxonomic species identity by recognized expertise Fish museums, i.e., Florida Natural History Museum, Univ. FL Fish Barcode of Life Initiative (FISH-BOL) Species specific protein and/or genetic sequence assessments Regulatory Agencies (FDA, NMFS, States ) ? Private Labs, i.e., Applied Food Technologies, others ?

11. Fish Bar-Code of Life

12. Grouper-Like Grouper Related Grouper Want-a-be’s Grouper Red Grouper (Epinephelus morio) Looks like, Outta be & I said so ! Non-qualified Identity or Qualified Identity Qualified Identity Fantasy names & Vernaculars Approved Market Names Common Names & Scientific Names Fish Current Situation Nomenclature Controls

13. Grouper-Like Grouper Related Grouper Want-a-be’s Grouper Red Grouper (Epinephelus morio) Looks like, Outta be & I said so ! Non-qualified Identity or Qualified Identity Qualified Identity ASAP Validation Fantasy names & Vernaculars Approved Market Names Common Names & Scientific Names Authenticated Fish Favorites ASAP Nomenclature Controls

14. ASAP Structure Traceability comply with all exciting regulations for source encourage specific identities for regions & sources (not mandated) Qualified Analytical Verifications species specific identity (taxonomic & genetic expertise) partnership approach (regulatory - private – academic) Authentication (categories) common and expected sensory attributes evidence for traditional commerce & consumer expectations

15. ASAP Validation Favorites Traditional Popular Familiar Original Choice New Similar Emerging Alternative Basic Acceptable Approved General Basic 123

16. Not restricted by source Depends on distribution of specific species

17. ASAP Validation Favorites Traditional Popular Familiar Original Choice New Similar Emerging Alternative Basic Acceptable Approved General Basic $$$$$$-$$$$-$

18. 1. ASAP would assure compliance with established regulations governing economic fraud. 2. ASAP includes a new commercial standard that is necessary and responsible to consumer values and sustainable resources. 3. ASAP is a positive approach that encourages introduction of alternative selections while protecting traditional values. 4. ASAP supports commercial transition relative to the changing supply without demoting the value of alternative and new selections. 5. ASAP is necessary to maintain consumer confidence and the reputation of various commercial sectors. Justification

19. Your children may not be eating the catch of TODAY !

20. Otwell@ufl.edu University of Florida