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Hi Jeanne- I made the changes you requested to our IBSS PowerPoint presentation. Nadine -----

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  • 1.FMI Sustainable Seafood Toolkit (PowerPoint Presentation)

2. FMI Sustainable Seafood Initiatives for Retailers Doing together what we cant do alone.. 1.Who Are We? 2.What Are We Doing? 3.Some Storytelling 4.How Can This Help You? 5.Hurdles, Opportunities 6.Future 3. About the Food Marketing Institute Our Mission: Feeding Families and Improving Lives 1,500 supermarket/wholesale member companies worldwide Government, food safety, education, media and consumers Chartered member sustainability initiative in 2006, 26 companies Sustainability = A Strategic Priority of FMI Board, 81 CEOs 4. What is Sustainability?Actions, lifestyles and products that meet current needswithout sacrificing the ability of future generations tomeet theirs. Business strategies and practices that promote the long-term well being of theenvironment, society and the bottom-line. FMI Sustainability Executive Committee Definition A HEALTHY balance = People, Planet and Profits 5. Global Population Increases 75.4MillionAnnuallyPopulationofIran 6. In40 years, theworldwillneed100% morefoodthanweproduce today. Source:ScienceMagazine,2005 7. An Increasingly Confusing and Complex Marketplace:Warning: This green label may cause the customer anxiety, blurredvision, severe headaches or dizziness, an exaggerated sense of well-being, yawning, irritability and/or a decreased desire to save the Earth. 8. the eye of a hurricane Sustainable SourcingSustainable Consumption Waste PackagingEnvironment SocietyEnergy Profits Supply ChainStore Development StakeholdersCommunications Carbon, Water, Poverty, Toxic FootprintSource:NWS 9. Retailers Engage to Move theIndustry Forward Faster 10. Engagement: FMI Sustainable Seafood CommitteeMission:To identify the issues, establish priorities and develop tools andresources needed to move sustainable seafood forward fasterin our industry.Ahold USA Hy-VeeSchnucks MarketsFresh and EasyKing Supermarkets SobeyseNeighborhood Markets The Kroger Co.SupervaluGiant Eagle Loblaw Cos. Ltd.Target Corp.Delhaize USAPrice Chopper SupermarketsWakefern Food GroupHaggenPublix Super MarketsWal-Mart StoresHarris Teeter Raleys Family of Fine Stores Wegmans Food MarketsH-E-B Safeway Winn-Dixie Stores 11. Whats the Problem?Hurdles: Conflicting, contradictory information Media & marketplace confusion Complexity we are not scientists Consumers not there yetOpportunities Collaboration changes markets Reduce marketplace and regulatory risks Harness the power of emerging consumers Strategic advantage for leaders 12. Action: Free Industry Tools and Resources Createdforindustrybyindustry SustainableSeafood101s SustainableSeafoodResourcesList SustainableSourcingGuide Seafood SeafoodSourcingWebinars Toolkit comingsoon 13. Action:Progress AfterTwoYears 90%eitherworkingonorhavepolicy/mission/guidelines 60%engagedwithenvironmentalorganizations 70%engagedonsustainabilitywiththeirsuppliers Traceabilityisoneofhighestpriorities,rates4.1(on15) Complexityandinconsistencyaretwomostsignificantchallenges Industryisleading,butconsumerswillcatchupandholdusaccountable. 14. Action: NEW Retail Sustainable Seafood ToolkitFreegifttoourindustry!CaseStudiesandBestPracticesStoriesfrom14RetailersHowTos &ExamplesGuidelines/ChecklistsResources 15. Sustainable Seafood Toolkit - Purpose The purpose of the Sustainable Seafood Toolkit is to assist food retailers with the integration and implementation of seafood sustainability procurement policies and procedures. 16. Sustainable Seafood Toolkit Special ThanksThe following individuals contributed to the publication: Rich Castle (Giant Eagle)Shawn McMurter (Sobeys) Phil Gibson (Safeway)George Parmenter (Delhaize America) Bea James (Lunds and Byerlys) Guy Pizzuti (Publix) Howard Johnson (H.M. Johnson Michael Smith (Hy-Vee) & Associates) Rex Stewart (New Leaf Community Markets) Gerald Jerry Knecht (North Atlantic, Inc.) Tania Taranovski (New England Aquarium) Mike Kraft (Bumble Bee)Tracy Taylor (Ahold USA) Chris Lischewski (Bumble Bee)Paul Uys (Loblaw Companies Limited) Mike Loftus (Raleys)Denise Webster (Fresh & Easy) David Long (Kroger)Jeanne von Zastrow (FMI) Dawn Martin (SeaWeb) 17. Sustainable Seafood Toolkit - BackgroundIn 2008, the Conservation Alliance for Seafood Solutions,released the Common Vision, which identified six criticalareas retailers could take to ensure a sustainable seafoodsupply and protect ocean environments. These stepsincluded:1. Making a commitment sustainable seafood.2. Collecting data on seafood products.3. Buying environmentally responsible seafood.4. Making product information publicly available.5. Educating customers, suppliers and employees.6. Supporting reform to improve fisheries and aquaculturemanagement. 18. Sustainable Seafood Toolkit ContentsMaking the case for sustainableEngaging suppliersseafood Loblaw New Leaf Community MarketsBumble Bee Foods, LLCEvaluating the seafood category North Atlantic, Inc. Publix Super Markets Getting the factsDeveloping a seafood policy Sobeys Ahold USA Giant EagleConnecting with peersEngaging employees Raleys Family of Fine StoresDelhaize America The Kroger Co.Lunds and ByerlysPartnering with NGOs Engaging customers Safeway Inc. and FishWise Hy-Vee New England AquariumFresh and Easy 19. Sustainable Seafood Toolkit New Leaf In 2002, New Leaf worked with Teresa Ish and Shelly Benoit to run a pilot program focused on sustainable seafood. Ish and Benoit helped the retailer to identify and switch to environmentally preferable seafood products. They also developed messages informing customers about the overexploitation of fisheries and the environmental, economic, and quality benefits of more sustainable options. 20. Build a Case Source: 21. Sustainable Seafood Toolkit - Publix In an effort to communicate the new company direction and commitment to seafood sustainability, Publix hosted a Seafood Sustainability Summit in May of 2009 for their 70 seafood suppliers. Three environmental groups the Ocean Trust, Ocean Conservancy and the Sustainable Fisheries Partnership (SFP) provided Publix with knowledge, guidance and expertise on the complex issues of seafood sustainability. 22. Evaluates the Seafood CategoryPUBLIX SUSTAINABILITYEFFORTSPUBLIX SEAFOOD SUSTAINABILITYSUMMITSource: Guy Pizzuti, Publix Super Markets 23. Sustainable Seafood Toolkit - LoblawLoblaw introduced a new product calledWiseSource Salmon, a farmed Atlantic salmonraised using a method called Integrated Multi-Trophic Aquaculture (IMTA).IMTA is a method of growing multiple andcomplementary organisms in proximity toprovide healthier waters through a balancedecosystem management approach. 24. Offers WISESOURCE Salmon 25. Sustainable Seafood Toolkit Bumble Bee The International Seafood Sustainability Foundation (ISSF) was formed in 2009 with Bumble Bee as one of the founders. The group helps drive the enactment of conservation measures at the Regional Fisheries Management Organizations (RFMO) level and works to address the main sustainability challenges associated with global tuna fisheries such as bycatch, fishing capacity and IUU. 26. Commits to ISSFSource: 27. Sustainable Seafood Toolkit Lunds & Byerlys Consumers are more aware of the environmental impacts of the foods they eat, and expect store staff to have a clear understanding of the companys commitment to and definition of sustainability. Employee knowledge and ability to answer customer questions is a direct reflection on the company. Knowledge of key elements affecting each seafood product will help associates answer most customer concerns. 28. Engages EmployeesSource: 29. Sustainable Seafood Toolkit Hy-Vee Hy-Vee seafood counter clerks, chefs and dietitians provide customers with the tools and information necessary to make educated food choices. In many cases the best communication a retailer can do around sustainable seafood is to simply educate shoppers on how they can turn the sustainable seafood on display into an enjoyable meal for themselves and their families. --- Michael Smith, Assistant Vice President, Real Estate and Sustainability, Hy-Vee 30. Empowers Customers 31. Sustainable Seafood Toolkit - Opportunities OpportunitiesBuild trusting relationshipswith stakeholdersBrand differentiationRisk mitigationProfessionaldevelopment/environmentaleducation 32. Project InitiationThe Aquarium was approachedby Royal Ahold in 2000to develop a project to improve thesustainability and traceability of theirseafood in their Ahold USA stores 33. Partnership Objectives Ahold USA: Distinguish themselves as a company that: anticipates customerconcerns understands where itsproducts come from and/orNew England Aquarium: how they are produced is making an effort to Facilitate major corporate seafood address concerns purchasing decisions that favor marine conservation and sustainable fisheries. 34. Program began with detailed reports and recommendations Key items Used by buying department only Shift sourcing where feasibleProgram based on incrementalimprovementNeed to work with currentresourcesImprovements take time.Big steps not usually an option 35. Saw need to increase effortsReview entire assortment Latin names and countries of origin Identify key items to begin work plans Identify quick hitsMust engage suppliers 36. Sustainable Seafood PolicyWe have 10 rules that guide the purchasing practices of our company, and those ofour sister companies around the globe.1. Never knowingly buy illegal seafood2. Purchase and sales (or prohibition of sales) decisions are based on social ecological, andeconomic considerations3. Suppliers are selected and monitored based on a demonstration of continuous improvement in thesustainability of their operations4. Seafood will be labeled with the legally required information5. Sustainable seafood will be actively promoted6. We are engaged in activities with other stakeholders to improve the sustainability of the seafoodproduced7. Scientific research linked to the sustainable production of seafood is needed and supported8. To ensure product integrity, the implementation of traceability systems is of crucial importance9. We do not do business with suppliers who cannot fulfill their ethical and/or sustainabilityresponsibilities10. Communicate to consumers, associates, and shareholders about efforts to improve seafoodsustainability 37. What is Sustainable Seafood? We define sustainable seafood as being wild caughtor farmed seafood that is produced while ensuringthe longevity of the fishery/aquaculture operation.These operations use production methods thatminimize environmental impact and promote positiveeconomic and social growth, in the full understandingthat product safety remains key within allconsiderations. 38. Ahold Responsible RetailingFor Customers Employees Suppliers Communities Shareholders The responsible 1. Increase of sales of healthy choice 2015 retailer products to at least 25% of total food sales 2. 100% of banners have implemented an 2011 Make healthy living integrated program aiming to be a leading HealthyLiving choices easyhealthy retailer 1. 80% of CB food suppliers GFSI certified 2012 Source safe and 2. 100% of CB suppliers in high risk 2012 responsible productscountries audited on social complianceSustainable3. 100% of six critical commodities for CB 2015Trade products sourced in accordance withReduce the footprint ofindustry certification standardsour supply chain4. The footprint of 50% of CB suppliers and 2015their supply chain mapped 39. Ahold Responsible RetailingFor Customers Employees Suppliers Communities ShareholdersThe responsibleretailer Reduce our1. 20% reduction of CO2/m2 in our 2015ClimateAction environmental footprint operations (2008 baseline) 2. 100% of banners have implemented an2011 integrated waste management program Contribute to theCommunitywellbeing of ourEngagement communities 1. 100% of banners have implemented a 2012 community engagement program Encourage our employees 1. 100% of banners have implemented a 2012 to live and work healthilyCR employee programOur People and sustainably 40. Educate seafood associates at the stores--Playbook 41. Educate seafood associates at the stores--PlaybookTable of ContentsPg. 1.What is sustainability and why is it important?Pg. 3.Background on the New England AquariumPg. 4.Why we partnered with the New England AquariumPg. 6.Actions we have taken so farPg. 7.Copy of a press release last yearPg. 9.Copy of 2/27 gatefold talking about our partnershipPg. 10. Copy of new signs for the seafood departmentPg. 11. New England Aquarium partnership fact sheetPg. 14. Atlantic cod fact sheetPg. 18. Alaskan Pollock fact sheetPg. 21. Farm-raised salmon fact sheetPg. 24. Farm-raised shrimp fact sheetPg. 28. Chilean sea bass (now discontinued) fact sheetPg. 31. Orange roughy (now discontinued) fact sheetPg. 32. Shark (now discontinued) fact sheet 42. Educate seafood associates at the stores--Playbook 43. Who is Raleys? Privately owned retailer based in NorthernCalifornia Operate 128 stores in Northern California andNevada under four store banners Raleys Bel Air Nob Hill Food Source 44. Who are we? Stores in Northern Californiaand Nevada 45. Raleys Sustainability Initiatives 1995 developed program to recycle as muchwaste as possible. Currently more than 680 tons of waste per store havebeen diverted from landfills and been recycled 60% of all waste is recycled Produce and other edibles hauled back to our DC andmade available to local farmers and ranchers whichreduces our waste flow by 25% 46. Raleys Sustainable Initiatives Member of US EPA GreenChill AdvancedRefrigeration Partnership 95% of refrigeration systems have beenchanged or upgraded to reduce energy loss 2008 installed 1,576 solar panels, providingabout 300,000 kilowatts of power each year. 47. Raleys Seafood Sustainability Internal Seafood Sustainability Policy All stores are MSC chain of custody certified All Farmed Shrimp, Tilapia, Pangasius are BAP2 star minimum certified Private label Full Circle products majority eitherMSC or BAP certified Partnership with SFP 48. How did we get started? One of the original members of the FMISustainability Seafood Working Group Engaged with MSC and GAA early on Obtained MSC Chain of Custody Certification in2010 Continue to evaluate our current programs, andsupply chain for continuous improvement 49. Employee and Customer Education First had to educate and sell upper managementon this was the right thing to do. What will it cost us? Will it increase sales? Will it be a point of difference for us? If not why would we want to do this!! 50. Employee Education Meetings and Workshops with all meatsupervisors and managers MSC Chain of Custody Certification training Third party audits of MSC Chain of Custody Educational information sent to stores regularly. 51. Hook, Line and Sinker This week I had a customer contact us upset that we were selling farmed shrimpfrom Thailand. She had heard that the conditions there were terrible, and felt that weshould not be selling shrimp from there It got me wondering how her concern would have been addressed at store level; Iexplained to here that all of the farmed shrimp we carry is Best Aquaculture Practices(BAP) certified I have talked here and in our merchandising bulletin about BAP, but Idont know if I have done a good enough job of explaining what that means, so I will tryand do that here and next week BAP is run by the Global Aquaculture Alliance and is standards used to evaluatefarmed seafood items from the hatchery through processing.Currently Shrimp, pangasius (swai), catfish, tilapia and recently salmon are all beingcertifiedThere are four levels of certification, hatchery, farm, processing and feed mill oEach different area is evaluated alone and each one is certified individually oEach successful certification is granted a star. So certified products can be from one star to four stars certified. The more the better, it is easy to get a processing plant certified, harder for the other three areas.Audits are conducted by third party independent auditors to determine if each area ismeeting the set standards.I will discuss next week what those standards are and why we only carry BAP certifiedshrimp. 52. Customer Education Informational brochure at all seafood counters Print advertising Both weekly ad and newspaper ROP Raleys Web Site Employee engagement with consumers 53. Thank You. 54. Beyond the tidal wave