SeaFood Business

MAR 2014

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Global News BRUSSELS Damanaki throws weight behind CFP reforms 14 SeaFood Business March 2014 For updated NEWS, go to www.SeafoodSource.com of aquatic products" in 2013 is 8.1 million MT, or $28.9 billion, up 2.58 percent and 7.12 percent, respectively. Tat suggests that imports (a large percentage of which are for re-export) edged exports in overall volume terms. Te U.S. Department of Agricul- ture last year put China's ex- port value for 2012 at $18.5 billion, up 4 percent com- pared to 2011, thanks largely to increased prices. HALIFAX, Nova Scotia Canada boosts branding efforts for lobster products Te Canadian lobster in- dustry is developing a na- tional branding campaign for the lobster fshery and its multimillion-dollar process- ing industry. "We have com- moditized lobster in some ways, but it is still a premium, king-of-the-ocean product, and we have to remind people of that," says Geof Irvine, ex- ecutive director of the Lobster Council of Canada. While Maine lobster gets most of the attention in the interna- tional marketplace, Canada is the primary supplier of lobster globally, Irvine points out. Processed products ac- count for around $547 mil- lion of the estimated $911.7 million in Canadian lobster exports annually. "Develop- ing new markets has been a good thing, but it has meant lower prices for the harvest- ers. Te idea of branding is to tell that unique story and hopefully sell more product at higher prices," Irvine says. After a series of meetings with stakeholders and work- ing with branding agency Revolve Branding, the cam- paign messaging and creative will be developed by the end of this month. LUNENBERG, Nova Scotia High Liner hits nearly all of its 2013 sustainability goals High Liner Foods announced that it achieved 99 percent of its three-year sustainabil- ity goal. Te company vowed in 2010 to source all of its seafood from "certifed sus- tainable or responsible" fsher- ies and aquaculture by the end of 2013. "Tree years ago, we set an ambitious goal that fun- damentally changed the way we do business, and I'm very proud that we've achieved 99 percent of that goal," says CEO Henry Demone. Te company indicated it had reached 100 percent of its goal for Atlantic cod, haddock, pollock, sole/founder, Pacifc cod and Pacifc salmon. Te company reported reaching 98 percent for tilapia and 91 percent for shrimp. Some spe- cies the company sources still don't meet the criteria, like squid, ocean perch and small wild shrimp. High Liner de- fnes its sustainability criteria as coming from a fshery or aquaculture farm that has been certifed by the Marine Stewardship Council, the Global Aquaculture Alliance's Best Aquaculture Practices program, or the Aquaculture Stewardship Council. Te company, which partnered with the Sustainable Fisher- ies Partnership, also includes fsheries and farms "on a clear, defned path actively work- ing toward certifcation and capable of documenting mea- surable improvements." BEIJING China stays the world's top seafood exporter China's seafood exports broke the $20 billion mark last year for the frst time, according to the Ministry of Agriculture, which oversees fsheries. Fisheries ofcials in China will be ecstatic that 2013 export of aquatic prod- ucts totaled $20.26 billion, from volume of 3.95 million metric tons (MT) — an in- crease of 4.15 percent and 6.74 percent, respectively. Tis means China keeps its place as the world's top exporter of seafood. Yet it appears that China is also growing its imports faster. Te brief note from the min- istry of agriculture doesn't give a fgure for imports. In- terestingly, the fgure given for "total import and export Snap SHOTS Cheers! Stuart (left) and Adrian Fusco of Quayside in Whitby, north Yorkshire, celebrate with celebrity chef Jean Christophe Novelli after being crowned the best UK "chippie" shop in the 26th annual National Fish & Chip Awards in January. Winners of the award, organized by Seafsh, typically see their sales increase the following year by 30 to 100 percent. Policy, agreed on in 2013, boosts the European fsher- ies and aquaculture sectors to make them more envi- ronmentally, economically and socially sustainable." Te campaign also urges Euro- pean consumers to eat more seafood, and is being promot- ed on Twitter and Facebook. M aria Damanaki, Euro- pean Commissioner of maritime afairs and fsh- eries, has created a promo- tional campaign to support the newly reformed common fsheries policy (CFP). Te European Parliament ofcially passed updates to the CFP, a series of guide- lines for fsheries regulation throughout the European Union, in December. En- vironmental activist groups welcomed the new reforms, but were critical that not enough had been done to address fshing practices they fear could harm the marine environment. Damanaki's campaign, called Inseparable, is de- signed to help sell and pro- mote the new CFP to local E u r o p e a n authorities. "For centuries, we Euro- peans have been inseparable from the sea and its fsh," Damanaki wrote on her blog. "Fish are an important part of our diets, keeping us healthy. Fishing provides us with jobs. Fish help us pros- per. Tis is why the reform of the Common Fisheries Photo courtesy of Seafsh 10_16NewsRecap.indd 14 2/14/14 2:13 PM

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