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The ASC certification and
labelling programme
February 2017
Barbara Janker, Commercial
Manager
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Source: FAO, The State of World Fisheries and Aquaculture, 2016
Why do we need certification for
aquaculture?
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Why do we need certification for
aquaculture?
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Outlook into the future
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ASC’s Vision:
A world where aquaculture
plays a major role in
supplying food and social
benefits for mankind
whilst minimising negative
impacts on the
environment
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Who is ASC and how do we work?
Introductie wereldwijd keurmerk kweekvis in Amsterdam
ASC verantwoord gekweekte tilapia nu verkrijgbaar
ASC’s Theory of Change
Market commitments
Logo recognition
Demand triggers
producers
Transparent and rigorous ASC
farm assessment
Reduce environmental &
social impact
Independent, not-for-profit certification
& labelling program
Established in 2010 by WWF & IDH
Global & voluntary
Work collaboratively with industry,
NGOs and all others who want to
participate
Using market mechanisms to transform
the industry towards sustainability
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The ASC Farm Standards
Multi-stakeholder Dialogues: >
2,000 participants
8 species-specific standards for
12 species groups
7 Principles:
Environmental, Social &
Community
Indicators setting ‘thresholds’
Transparency & Disclosure of
monitoring data
Continuous improvement
Tilapia
Pangasius
Salmon
Bivalves -
Mussels,
Oysters,
Clams &
Scallops
Trout
Shrimp Abalone
Seriola &
Cobia
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The ASC Farm Standards
Multi-stakeholder Dialogues: >
2,000 participants
8 species-specific standards for
12 species groups
7 Principles:
Environmental, Social &
Community
Indicators setting ‘thresholds’
Transparency & Disclosure of
monitoring data
Continuous improvement
419
10
15
10
24
27
8
35
Legal compliance
Preservation of the natural environment &biodiversityPreservation of water resources & waterqualityPreservation of species diversity & wildpopulationsUse of feed & sources of feed
Good animal health & husbandry
Be a good employer
Be a good neighbour
Smolt production
The ASC salmon standard: 152 indicators
covering environmental & social impacts
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What the ASC Salmon Standard covers
Copper
Fish Health Plan
Allowable Zone of Effect
Control
Point
Area-based
Management
Smolt
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8 Farm Standards
7 Principles:
Environmental,
Social & Community
Indicators setting
‘thresholds’
Disclosure of
monitoring data
Stakeholder
consultation
• Farm certificate: 3 years valid
• Annual surveillance audit
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Traceability through physical segregation
“Consumer trust requires info about origin & credible label”Source: BEUC, 2012
Chain of Custody Certification
Shared platform with MSC
ASC Farm Standards Product approval
Serviced by MSC
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Title
• Text
• Text
What is the status?
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Currently 428 farms certified, producing
almost 1,1 mio tons of raw material
February 2017:
428 certified farms (14 in France)
1.097.201 mt – 3-4% of global volume
37 countries Salmon and shrimp
growing fast >80 farms currently
in assessment (4 in Spain and 2 in France)
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Certified farms are spread around the world
North & Latin
America:
61
South America:
75(Chile: 54)
Europe:
160(Norway: 98)
Asia:
113(Vietnam: 72)
Australia:
16
Africa:
3
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And what about the market side?
> 80% of ASC labeled
products are sold in Central
& Northern Europe, but …
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Key markets
Emerging markets
Southern Europe
speeding up
Hotel chains as
drivers in Asia
ASC data
… but there are new markets emerging
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ASC in Portugal
8
2
20
3
Pangasius
Tilapia
Salmon
Shrimp
Currently 33 products in the market
Retail is leading the way (only 4
products in food service)
Global commitments & international
companies first to have ASC products
(IKEA, Aldi, Lidl)
Species: Salmon, pangasius (3 new
products in 2017)
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Examples of partners in France
committing to ASC
Carrefour: First retailer
selling ASC salmon at fresh
fish counter; target of 50%
sustainable seafood by 2020
Escal: supports responsible
aquaculture through range of
ASC labelled products; other
brands committed as well
(bofrost, Costa, Petit Navire)
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What change does it
bring on the ground?
• As an ISEAL member focus and
proof of positive impact required
• Currently setting-up monitoring &
evaluation framework
• First independent business case
study conducted by external
consultant – in finalisation
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“Our commitment to achieve
ASC certification for all our
sites has been a driver for
innovation, for example in
sea lice management,
benthic monitoring and
limitations of cupper treated
nets. ASC certification has
provided greater credibility
for our products.”
Alf-Helge Aarskog, CEO,
Marine Harvest
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Preview: First results
ASC certified farms compared to
non-certified farms:
• Significantly lower use of
chemicals
• Lower stocking density
• Less feed used
• Higher survival rates
• Better wages for workers
• Less energy used
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Programme developments
ahead:
1) Standard for Feed
2) Aligned core standard
3) New species: e.g.
seabass/ bream
4) Quality Assurance &
integrity of programme
5) Increase awareness of
ASC
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Focus areas in our
commmunications
• New website in spring 2017
• Communications assets like info
graphics, animated videos – to be
used by our partners
• Expanding social media activity
(Facebook, Twitter)
• Joint marketing /
communications activities with
partners