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Value-Adding for Captured Fish Products by Documenting Sustainability

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Abstract
  • The documentation of sustainability constitutes a significant opportunity for product value-adding in the captured fish sector, and a means of differentiating sustainably caught and landed fish from inferior alternatives. In the industry-owned R&D project WhiteFish the main objective is to create a tool for catch and processing SMEs in the captured fish supply chain that will enable them to document degree of sustainability on single batch / trip level. A number of biologic, environmental, social and economic indicators have been defined, and after initial configuration only a few daily recordings are needed to enable the generation of a “Sustainability Certificate”, highlighting degree of sustainability for the batch / trip in question in all these areas, including a rough estimate of carbon footprint. WhiteFishMaLL is the consumer-oriented follow-up to WhiteFish where, after conducting detailed interviews and getting feedback from focus groups, consumers indicated what sustainability-related information they are most interested in, and how they prefer to get access to it. Based on this, batch-specific QR-codes with link to extended product information (including sustainability information) were developed and deployed in cod and haddock supply chains, enabling environmentally conscious consumers in UK fish&chip shops to scan the code and get access to previously unavailable product information. This presentation will use the outcomes and experiences from these two projects to illustrate that value-adding for captured fish products by documenting sustainability is a very real and present possibility.
  • Keywords: Markets and Trade, Fisheries Economics, Markets: Sustainability and Certification
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  • Olsen, Petter. 2014. Value-Adding for Captured Fish Products by Documenting Sustainability. In: Towards ecosystem based management of fisheries: what role can economics play?: Proceedings of the Seventeenth Biennial Conference of the International Institute of Fisheries Economics and Trade, July 7-11, 2014, Brisbane, Australia. Complied by Ann L. Shriver & Melissa Errend. Corvallis, OR: International Institute of Fisheries.
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  • Fisheries Research & Development Corporation, World Wildlife Fund, MG Kailis Group, AquaFish Innovation Lab, NOAA Fisheries, The European Association of Fisheries Economists, Japan International Fisheries Research Society, United Nations University, NORAD
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