Traceability & the MSC

Traceability
& the MSC

Patrick Caleo
Manger Australia & New
Zealand
Patrick Caleo@msc.org

The best environmental choice in seafood www.msc.org

Outline

 Who is MSC?
 Why is traceability so important?
 MSC’s Chain of Custody standard
 Ensuring supply chain integrity


MSC at a glance
• International not-for-profit
organisation set up in 1997
• Technically a standard setting and
ecolabelling body
• Operates and manages two
standards
– Principles and Criteria for
Sustainable Fishing
– Traceability standard, Chain of
Custody
3

What do we want?
The world’s oceans teeming with life, and seafood supplies
safeguarded for this and future generations

How do we plan to get there?
By using our ecolabel and fishery certification programme to
contribute to the health of the world’s oceans
• by recognising and rewarding sustainable fishing practices,
• influencing the choices people make when buying seafood,
• working with our partners to transform the seafood
market to a sustainable basis.
4

How the program works
• Fisheries apply for certification on a voluntary
basis;
• Assessed against the MSC Standard by 3rd
party independent certifiers;
• Seafood from successfully certified fisheries
that is maintain within certified supply chains,
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; and
Spencer Gulf king prawn fishery
• Creates incentives for other fishers.

Thebest environmental choicechoice in seafood
The best environmental in seafood www.msc.org

Certification by
independent third-party
Codes of good MSC Principles and Criteria
practice for Sustainable Fishing
MSC Chain of Custody
FAO
set the Standard for Traceability
standards

Accrediting accredits Certifier Fishery
body (ASI) certifies
Fish processor,
fish trader,
supermarket,
restaurant

6

Fisheries in the program

Key figures:

282 fisheries engaged
• 163 certified
• 119 under assessment

Fisheries in program record annual
catches of close to 10 million metric
tonnes of seafood.

This represents over 11% of the
annual global harvest of wild
capture fisheries.

50 fisheries certified in past 12 months

15,000+ MSC labelled products
Rest of world 2545
Finland 271
Canada 458
Belgium 518
Denmark 547

Switzerland 632
Austria 649
Sweden 842
France 847
United States 921
United Kingdom 1124
Netherlands 1348
Germany 4062

0 500 1000 1500 2000 2500 3000 3500 4000 4500


Key Drivers
For the supply chain
• Show support for sustainable fishing
• CSR and co-operation with NGOs
• Enhance brand recognition and value
• Risk management
• Trust
• Fulfil customer and market expectations
• Secure business for the future

For fisheries
• Third party confirmation of good management
• Access to new markets, protection of existing
markets, achieving ‘preferred supplier’ status
• Product differentiation in competitive global
markets, improved traceability
• Potential price premium
The best environmental choice in seafood

Why is Chain of Custody (COC)
so important?
• A requirement for the on-product use of the
MSC ecolabel
• Assurance for consumers: - TRUST
• Third party verification of traceability
• Verifies on-product sustainability claims
• One of MSC’s most important USPs (unique
selling points)
• Protects investment


COC Certifications Over Time
2500

2000

2000 CoC
Certificates
1500

1000

500

0
Feb-00 Feb-01 Feb-02 Feb-03 Feb-04 Feb-05 Feb-06 Feb-07 Feb-08 Feb-09 Feb-10 Feb-11 Feb-12


COC Standard
Four principles:
1. The organisation shall have a management
system
2. The organisation shall operate a traceability
system
3. There shall be no substitution of certified
products with non-certified products
4. There shall be a system to ensure all certified
products are identified

General principles of COC
The certifier will visit your company to complete the
audit, checking that your company and employees
always:
• Buy MSC certified seafood only from suppliers with a
valid Chain of Custody certificate
• Keep MSC certified seafood separate from non-
certified seafood
• Make sure MSC certified seafood is clearly identified
• Keep track of deliveries, processing and sales of MSC
certified seafood
• Make sure the MSC ecolabel is only applied to MSC
certified seafood.
13

Who needs COC?
Certified fishery 

Importer/wholesaler 

Processor 

tamper proof product
Distributor  Distributor  

Consumer-ready
Product will be
manipulated

Certified 
retailer
Certified  
Non-certified retailer
restaurant


Consumer ready tamper proof


Key points - remember
 Each company that takes ownership is
required to have certification – EVEN if
they don’t take possession
 In most cases, processors need CoC. In all
cases, they need an onsite audit
 Once product is packed into consumer
ready, tamper proof packs, COC is no
longer required


How COC links to Fishery Certification
• Fishery Certifier assesses risks to determine where
Chain of Custody needs to starts
For example…
a. At catch
b. Processing within the fishery
c. At landing (most cases)
• Fishery Certifier determines the eligible vessels &
points of landing that MSC certified can be bought
from.


Surveillance audits

• CoC Certificate is valid for 3 years
• Risk analysis to determine appropriate level of
surveillance
– Enhanced – 6 months
– Normal – 12 months
– Reduced – 10 to 18 months
• Also unannounced

The best environmental choice in seafood

MSC product integrity team
• Witnessing audits
• Training / answering questions
from CABs/colleagues
• Verifying and improving efficiency
of programme (TASC projects):
– Tracebacks
– DNA testing
• Managing issues in the Supply
Chain

For more information

www.msc.org


Thank you


Traceability & the MSC

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