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

2. 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

3. 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

4. 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)

5. 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:

6. 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

7. 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

8. 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?

9. 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

10. terima kasih..

11. 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

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