1. The best environmental choice in seafood The Marine Stewardship Council a brief introduction Patrick Caleo, Manager Australia and New Zealand 1

2. The best environmental choice in seafood MSC at a glance International not-for-profit organisation Technically a standard setting and ecolabelling body, not an advocacy NGO Operates and manages two standards – Environmental standard for well managed sustainable Fisheries – Traceability standard, Chain of Custody 2

3. The best environmental choice in seafood Fisheries apply for certification on a voluntary basis Assessed against the MSC Standard by 3rd party independent certifiers Fish from successfully certified fisheries can then be marketed with MSC ecolabel MSC and its partners encourage businesses and consumers to choose MSC labelled products Leads to commercial advantages for certified fishers Creates incentives for other fishers How the program works? 3

4. The best environmental choice in seafood Growing market for sustainable seafood

5. The best environmental choice in seafood Key figures: 11,000+ MSC-labelled products 4765 products in 12 months – averaging 400 a month! More than 80 countries Products have doubled EVERY year since 2004 MSC-labelled products 2011

6. The best environmental choice in seafood Singapore, Cold Storage to incorporate MSC labelled products into range Malaysia, Pacific West launch first ever MSC eco-labelled range for SE Asia Australia & New Zealand, 14 fisheries engaged, 115+ labelled products Thailand, 9 COC certified companies Vietnam, 1 certified fishery, 5 COC certified companies Japan, 3 fisheries engaged, 320+ labelled products China, 210 COC certified companies 6 The best environmental choice in seafood Growing interest in the region

7. The best environmental choice in seafood Talking about sustainability 7 Making the most of certified products Innovation and differentiation Malaysian School Tour Image of responsibility to the environment – CSR Long term security of supply

8. The best environmental choice in seafood Questions for you? Questions for you? Ignoring the issue of costs what are some of potentials obstacles for the MSC in Asia? Could Asian consumer be engaged positively on seafood sustainability ? Do they care? Adoption of the MSC program has been driving strongly by retailer commitments in other parts of the world, do you predict a similar trend here?