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PRO TRACE: AN INNOVATIVE LOT BASED TRACEABILITY SOLUTIONHow a
retailer communicates sustainability to their customers @ The
Seafood Conference Iceland
Reykjavik 16 November 2017
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METRO CASH & CARRY – A CORE BRAND OF METRO AG
Sales 2015/16: over €29 billion
Cross-functional companies
Status: July 2017
DIGITAL ASSETSWHOLESALE FOOD SERVICE DISTRIBUTION
HYPERMARKETS
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METRO CASH & CARRY - OUR BUSINESS
Champion for Independent Business
25 countries750 storesAUSTRIA BELGIUM BULGARIA CHINA CROATIA
CZECH REP. FRANCE GERMANY HUNGARY INDIA ITALY JAPAN KAZAKHSTAN
MOLDOVA NETHERLANDS PAKISTAN POLAND PORTUGAL ROMANIA RUSSIA SERBIA
SLOVAKIA SPAIN TURKEY UKRAINE
> 107,000 employeesSALES IN 2015/16> 29 billion €
SELLING SPACE> 5.4 million m2
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FISH
IUU
Bycatch
Stock Management
MSC
Traceability
OCEAN GOVERNANCE - FISH MUST BE PROTECTED
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FISH IS PART OF OUR BUSINESS
METRO IS EUROPE’S LEADING RETAILER FOR FRESH FISH:
SOLD FISH P. A. WORLDWIDE200,000 TONNESEQUIVALENT TO 50 PER CENT
OF FISHCONSUMPTION IN GERMANY PER YEAR (400 000 TONNES, FIZ)
REVENUE1.3 BILLION €(FRESH, FROZEN, DEEP-FROZEN, TINNED)
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METRO’S COMMITMENT: FISH & SEAFOOD PROCUREMENT POLICY
80% of major 12 species will be certified by 2020 by one of the
following certification standards:
▪ ASC (Aquaculture Stewardship Council)▪ European Organic
Certification▪ FOS (Friend of the Sea)▪ GAA – BAP ( Global
Aquaculture Alliance – Best Aquaculture
Practices)▪ GLOBALG.A.P.▪ MSC (Marine Stewardship Council)
or any other certification standard which has been recognized by
the Global Sustainable Seafood Initiative*
* Global benchmark for sustainable seafood certifications
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METRO GROUP works towards a “Global Standard Traceability
solution (GSTS)” as a new robust and scalable general traceability
approach applicable to food and non-food products on an
internationally harmonized level, covering sustainability and
safety aspects,
but also advanced marketing, efficient recall handling and
anti-counterfeiting.
This system should be strictly based on open global standards to
ensure global interoperability, avoidance of cost caused by
spreading island-solutions and best use of modern technology.
TRACEABILITY VISION
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TRACKING & TRACING OF PRODUCTS
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OUR ANSWER TO OUR CUSTOMERS’ NEEDS
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OUR ANSWER TO OUR CUSTOMERS’ NEEDS
Video link
http://www.metrogroup.de/en/responsibility/customer/traceability
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http://www.metrogroup.de/en/responsibility/customer/traceability
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TRACEABILITY @ METRO
FAO
scientific name
lot
fishing vessel
FAO fishing area
sub area
date of catches
…
production method
minimum durability
quantity
…
...
…
…
IdentificationStandard: keyto traceabilityinformation
Data collectionstandard: DataBarExpanded
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CUSTOMERS CAN OBTAIN INFOS VIA PROTRACE APP
General product
information
Species Info
Origin
Certification
CatchingMethod
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THE SUCCESS STORY SO FAR
12/13 PILOT FISH
04/14 LARGE SCALE PILOT
05/14 PILOT MEAT
08/14 START ROLLOUT
No. OfArticles in PRO TRACE TODAY:+ 900 Fish+ 2.000 Meat
03/15 EXTERNALCOMMUNICATION
DEEPENassortment &information
COOPERATINGwith stakeholders
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INTERNATIONALISATION
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THERE´S A STORY TO TELL
TELL AND SELL
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CUSTOMER INFORMATION
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One company.
750 stores.
20 million customers.
1 billion consumers.
OUR LEVER
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CONTACTAnna-Maria OikonomouSupply Chain Management Programs and
Risk Assessment
METRO AGMetro-Straße 140235 Düsseldorf
T +49 211 6886-7434E [email protected]
www.metroag.de
PRO TRACE: AN INNOVATIVE LOT BASED TRACEABILITY SOLUTIONMETRO
Cash & Carry – a core brand of Metro AG METRO CASH & CARRY
- OUR BUSINESSOCEAN GOVERNANCE - Fish must be protectedFish is Part
of our businessMETRO’S COMMITMENT: FISH & seafood procurement
policyTraceability VisionTracking & Tracing of productsOur
answer to our customers’ needsOur answer to our customers’
needsTraceability @ METROCUSTOMERS CAN OBTAIN Infos via PROTRACE
AppThe SuccesS story SO FARThere´s a story to tellCustomer
InformationSlide Number 16CONTACT
