Overseeing Fisheries for the Commercial center What the Worldwide Fish Market Needs from Fishery Chiefs

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Howard M. Johnson. Howard@hmj.comwww.hmj.com30 years in the fish industry15 years in fish counseling and market researchTechnical Advisory Board of Marine Stewardship CouncilConservation Committee, Sea Change Investment FundCo-Author Buyer

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Slide 1

Overseeing Fisheries for the Marketplace What the Global Seafood Market Wants from Fishery Managers Howard M. Johnson H.M. Johnson & Associates BC Seafood Alliance Summit IV November 1, 2005

Slide 2

Howard M. Johnson Howard@hmj.com www.hmj.com 30+ years in the fish business 15+ years in fish counseling and statistical surveying Technical Advisory Board of Marine Stewardship Council Conservation Committee, Sea Change Investment Fund Co-Author Buyer's Guide to Sustainable Seafood

Slide 3

What the Global Seafood Market Wants from Fishery Managers Supply from very much oversaw and reestablished fisheries Timely information Quality/security confirmation Sustainability Traceability

Slide 4

Supply from Well-Managed and Restored Fisheries Future worldwide request will require essentially more fish Markets having a tendency to incline toward "wild" fish FAO gauges catch fisheries could increment by 10% if reclamation is effective

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Forecast World Seafood Demand 33 Million Ton Increase by 2020 Million Tons 33 Million Tons Source: Int'l Food Policy Research Inst.

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FAO Edible Seafood Demand Forecast Increase of 27 Million Tons by 2015 versus 2002 137 Million Tons Source: FAO

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China 2020 Future Demand 20 Million Tons

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Japan 2020 A Shrinking Market

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U.S. Populace 1950 Versus 2020 70+ Million Americans Over Age 60 by 2020 % of Population

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U.S. Fish Demand in 2020 Three Scenarios 817,000 MT Increase 20.4 kg for every capita + 20.4 kg for each capita 1.5 Million MT Increase + 4.1 Million MT Increase 21.8 kg for each capita + 27.2 kg for every capita Million Tons Round Weight

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Global Demand Forecast 2020 Per capita utilization anticipated at 17.1 kg Developing nations will represent 79% of sustenance fish generation by 2020 Real fish costs will rise 4 to 16% Meat costs will fall 3% Fishmeal and oil costs will rise 18% Source: Int'l Food Policy Research Inst.

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Timely Data Stock appraisals – what's coming Catch information – what's occurring Ex-vessel costs – what's it worth

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Quality/Safety Assurance Development of species particular quality/wellbeing gauges. Advancement of value confirmation seals and logos.

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Quality Assurance Programs Alaska Quality Seafood Voluntary Third gathering confirmation Logo advancement Norwegian Seafood Export situated Branded Commission by Norwegian parliament

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Sustainability Certifies that fisheries are solid, all around oversaw and don't affect nature Strong support in Europe Often used to counter NGO charges and affirm sound administration

Slide 16

Trade squeeze scope follows a move in industry state of mind on supportability 2004 " Market interest for practical, or ecologically dependable, fish is traverse from a specialty to the standard. " 1997 " If you're a fish organization, you don't slither under the spreads with greenies ." " The maintainable fish development is staying put . No doubt about it about that. "

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Ecosystem Impact Effective Management The Marine Stewardship Council Standard Three Main Principles The maintainability of the stock

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Fishery Certification

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MSC Certified Fisheries (12) Alaska Salmon (all species) – 332 498 MT New Zealand Hoki – 100 000 MT Alaska Pollock (BS/AI) – 1 500 000 MT Alaska Pollock (Gulf of Alaska) – 70,000 South African Hake – 166 000 MT Western Australia Rock Lobster – 10 750 MT Southwest Handline Mackerel – 1 750 MT Thames Herring – 121 MT Loch Torridon Nephrops – 150 MT Burry Inlet Cockles – 7 135 MT South Georgia Toothfish – 4 500 MT Mexican Baja California Spiny Lobster – 1 300 MT

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Undergoing Certification (19) Australian Mackerel Icefish – 2 980 MT BSAI Pacific Cod Freezer Longline – 100 000 MT British Columbia Salmon – 16 900 MT California Chinook Salmon – 900 - 2 700 MT Chilean Hake (Trawl) – 82 000 T Hastings Fishing Fleet Dover sole – 40 MT Hastings Fishing Fleet pelagic – 80 MT Lake Hjälmaren Pikeperch – 165 MT Lakes and Coorong fisheries, South Australia (local) Maryland Striped Bass – 900 MT North Eastern Sea Fisheries Committee Lobster – New North Eastern Sea Fisheries Committee Sea Bass – New North Sea Herring (PFTA) – 329 000 MT Oregon Dungeness Crab – 4 500 MT Oregon p ink shrimp – New Pacific Halibut & Sablefish: (3 fisheries) BC & Alaska/Oregon/Washington – 34 000 MT Patagonian scallops – 6,000 MT

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Momentum in Europe Retailers drew in 79% concur natural effect is key acquirement basis 88% show obligation to advance economical decisions Consumers intrigued Purchase choice in view of Freshness (97%) Health benefits (91%) Environmental effect (79%) 86% "more probable" to purchase fish named as earth dependable

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Product Availability Switzerland Germany & Austria Sweden, Norway, Finland, Denmark Ireland

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Australia Product Availability France Italy Spain Greece Belgium USA

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Product Availability

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Traceability Now a crucial part of working together From "pontoon to throat" Chain of guardianship for guaranteed fisheries

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Conclusion From a fish showcasing viewpoint Canada has an extraordinary open door. Steady, all around oversaw fisheries will turn into a significantly more indispensable monetary resource in tomorrow's worldwide fish showcase. Protection of fish assets and the framework expected to adventure them is vital to long haul reasonability of the business.

Slide 28

Thank You

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