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The New Metrics of Sustainable Business 2013
Mainstreaming Certification Schemes: New Frontiers
in Measuring and Communica...
Mainstreaming Certification
Schemes: New Frontiers in
Measuring and Communicating
Impacts

Photo © Forest Stewardship Coun...
The Marine Stewardship Council

September 24, 2013
Kerry Coughlin
MSC Regional Director, Americas
Fish: A Critical Global Food Source
•

Seafood: the largest traded food
commodity in the world

• Global consumption = 36 ...
Marine Stewardship Council (MSC)
Theory of Change
Harnessing Market Forces for
Positive Environmental Change
• Our partner...
Marine Stewardship Council (MSC)
• The world’s most recognized and credible
seafood sustainability certification and
ecola...
The MSC Fishery Standard: Three Principles

Sustainability
of the stock

Ecosystem
impact

Effective
management

31 indivi...
MSC Fishery Assessment
 Not general species rating but detailed fishery by
fishery assessment
 Optional (but recommended...
Fishery Participation Over Time
350

300

Certified

In Assessment

Total

250
200

Certified: 205

In Assessment: 107

15...
Benefits to Fisheries of MSC Certification
•

Visibility and recognition of good management practices

•

Better understan...
MSC’s Chain of Custody Standard
• MSC standard for seafood traceability:
all products with the MSC ecolabel can
be traced ...
20,000 Product Lines in 92 Countries
Carry the MSC Ecolabel
More than 2,300 companies
worldwide with MSC Chain of
Custody ...
Examples of Major Global Companies
Committed to Sourcing and Selling
MSC Certified Sustainable Fish
Example of Foodservice Commitments

21,000 McDonald’s restaurants across
Europe and the U.S. are certified and
featuring t...
Overview: McDonald’s U.S. MSC Announcement
•

Number one story on Yahoo (88 million
visitors/mo.)

•

More than 100 major ...
Eco-labeling: Clear Messaging
•
•
•
•
•

Complex scientific backing to a simple message
Opportunity to educate customers
I...
Sustainability Metrics
• People want proof of sustainability claim
• Metrics communicate how you are reducing business ris...
Discussion
• Next step in the evolution of key certification standards?
• Measuring all the rights things, how does that g...
Fair Trade USA ®

Farmers & Workers

Consumer

Businesses

Fair Trade for All
Revolutionize how businesses source, consume...
Fair Trade USA ®
Farmers & Workers

50+
Data Points

Quantitative
Community
Development
Premiums

Qualitative

Producer
Pr...
Fair Trade USA ®
Fair Trade USA ®
Farmers & Workers

50+
Data Points

Quantitative
Community
Development
Premiums

Qualitative

Producer
Pr...
Forest Stewardship Council

FSC: A Brief Overview
Etienne McManus-White, Chief Marketing
Officer FSC
Sustainable Brands
Se...
Why does this matter?

Forest Stewardship Council

27
Destructive forestry still exists

Forest Stewardship Council

28
We are making progress
• 445 million acres around the world
• 176 million acres in US & Canada

• 26,458 companies around ...
The goal is market transformation

Forest Stewardship Council

30
An open membership leads FSC

Forest Stewardship Council

31
Who gets to decide?

Forest Stewardship Council

32
FSC prohibits deforestation

Forest Stewardship Council

33
FSC protects rare old growth

Forest Stewardship Council

34
FSC protects endangered species

Forest Stewardship Council

35
FSC limits clearcut size

Forest Stewardship Council

36
FSC restricts hazardous pesticides

Forest Stewardship Council

37
What you can do

Forest Stewardship Council

38
Thank you!

Forest Stewardship Council

39
Forest Stewardship Council

40
Mainstreaming Certification Schemes: New Frontiers in Measuring and Communicating Impact
Mainstreaming Certification Schemes: New Frontiers in Measuring and Communicating Impact
Mainstreaming Certification Schemes: New Frontiers in Measuring and Communicating Impact
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Mainstreaming Certification Schemes: New Frontiers in Measuring and Communicating Impact

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Publié le

Lara Koritzke, Director of Development and Communications, ISEAL Alliance
Mary Jo Cook, Chief Impact Officer, Fair Trade USA
Kerry Coughlin, Regional Director, Americas, Marine Stewardship Council
Jessica Grillo, Chief Livelihoods Analyst, Evaluation & Research, Rainforest Alliance
Etienne McManus-White, Chief Marketing Officer,Forest Stewardship Council

What are next steps in the evolution of key certification schemes? How are they innovating with respect to measuring the social impact of their work, and what more can be done in the near future? How can brands perfect their message to consumers through certification labels, and what is currently missing in terms of adoption and leadership?

Publié dans : Technologie, Business
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Mainstreaming Certification Schemes: New Frontiers in Measuring and Communicating Impact

  1. 1. The New Metrics of Sustainable Business 2013 Mainstreaming Certification Schemes: New Frontiers in Measuring and Communicating Impact Lara Koritzke, ISEAL Alliance Mary Jo Cook, Fair Trade USA Kerry Coughlin, MSC Jessica Grillo, Rainforest Alliance Etienne McManus-White, FSC
  2. 2. Mainstreaming Certification Schemes: New Frontiers in Measuring and Communicating Impacts Photo © Forest Stewardship Council
  3. 3. The Marine Stewardship Council September 24, 2013 Kerry Coughlin MSC Regional Director, Americas
  4. 4. Fish: A Critical Global Food Source • Seafood: the largest traded food commodity in the world • Global consumption = 36 lbs (avg.) per person annually • Fisheries provide approximately 16% of the world’s animal protein • More than 3 billion people rely on fish as their main or supplemental animal protein source • Over 540 million people in developing countries depend on fishing for their livelihood (8% world’s population) • Global fishing fleet = 4.3 million vessels
  5. 5. Marine Stewardship Council (MSC) Theory of Change Harnessing Market Forces for Positive Environmental Change • Our partners and participants are helping to: • Transform the seafood market to a sustainable basis • Reverse the decline in the world’s fish stocks • Preserve livelihoods • Contribute to food security
  6. 6. Marine Stewardship Council (MSC) • The world’s most recognized and credible seafood sustainability certification and ecolabeling program • Two international MSC standards: • Fisheries: standard for sustainable and well-managed fishing • Chain of Custody: traceability certification of companies in the supply chain • Diverse governance • Broad consultation in MSC standard development and maintenance • Objective and scientifically verifiable; rigorous and comprehensive; open and transparent • Third-party independent, accredited certifiers
  7. 7. The MSC Fishery Standard: Three Principles Sustainability of the stock Ecosystem impact Effective management 31 individual scientific scoring indicators
  8. 8. MSC Fishery Assessment  Not general species rating but detailed fishery by fishery assessment  Optional (but recommended) pre-assessment  Voluntary participation – open to all wild capture fisheries  Independent scientific assessment teams  Open, transparent full assessment process with stakeholder participation  Peer-reviewed, public, published reports  12-18 month timeframe  0-100 scoring scale  No less than 60 on any indicator – minimum acceptable level of sustainability  Each principle must aggregate to 80 – represents consensus on global best practice  Any 60-79 score means improvement actions set over a defined period of time  If fishery meets the standard, certification is valid for 5 years with annual surveillance audits
  9. 9. Fishery Participation Over Time 350 300 Certified In Assessment Total 250 200 Certified: 205 In Assessment: 107 150 100 50 0 Total: 312
  10. 10. Benefits to Fisheries of MSC Certification • Visibility and recognition of good management practices • Better understanding of environmental impacts • Better market access • Fishery of origin and evidence of healthy stocks are independently verified and clearly identified for buyers • Longer lasting contracts • New business development • Price premiums • Improved reputation • Improved NGO relations • Positive media • Meets investor demands for proof of sustainability
  11. 11. MSC’s Chain of Custody Standard • MSC standard for seafood traceability: all products with the MSC ecolabel can be traced back to an MSC certified fishery • 3rd party independent audits ensure that supply chain companies have systems in place to keep MSC-certified fish separate from non-certified • Chain of Custody is a requirement for any company, other than those handling only final tamper-proof packaging, that wants to claim products as MSC-certified  Primary & Secondary Processors  Distributors and Importers  Retailers, Restaurants
  12. 12. 20,000 Product Lines in 92 Countries Carry the MSC Ecolabel More than 2,300 companies worldwide with MSC Chain of Custody Certification Markets increasingly demand independent credible verification of sustainability • Secure long term supplies • Answer to demand for proof by shareholder, investment banks • Build consumer trust and loyalty • Offset NGO pressure • Global consistency • Critical part of CSR Strategy • Demonstrate leadership and vision • Marketing and Sales Opportunities • Attract and retain quality employees Eco-labelling is important in delivering credible message
  13. 13. Examples of Major Global Companies Committed to Sourcing and Selling MSC Certified Sustainable Fish
  14. 14. Example of Foodservice Commitments 21,000 McDonald’s restaurants across Europe and the U.S. are certified and featuring the MSC ecolabel on all Filet-OFish, about 400 million servings per year
  15. 15. Overview: McDonald’s U.S. MSC Announcement • Number one story on Yahoo (88 million visitors/mo.) • More than 100 major national media placements • Half a billion media impressions • More than12 million Twitter & Facebook impressions • Overwhelmingly positive coverage: • “The Oceans got a break today” • “McDonald's reels in a Big One” • “McDonald's going sustainable is a Big Deal” • Print ad campaign reached 30 million • 25 million customers per day exposed to message • 750,000 employees and franchises
  16. 16. Eco-labeling: Clear Messaging • • • • • Complex scientific backing to a simple message Opportunity to educate customers Informed buyer and consumer decision making Ability to identify and drive responsible practices Reputational risk reduction
  17. 17. Sustainability Metrics • People want proof of sustainability claim • Metrics communicate how you are reducing business risk and building competitive investment • Metrics are critical to impact investing • Good metrics: clear targets, auditable by third-party, regular/ongoing • Studies show 17.3% premium for demonstrating environmental/social benefits • Need common metrics and definition for comparison on impacts for investors to evaluate • Produce metrics not to burden but to create value
  18. 18. Discussion • Next step in the evolution of key certification standards? • Measuring all the rights things, how does that get communicated? • How can brands perfect their message to consumers through certification labels? • What is currently missing in terms of adoption and leadership? Kerry Coughlin MSC Regional Director, Americas
  19. 19. Fair Trade USA ® Farmers & Workers Consumer Businesses Fair Trade for All Revolutionize how businesses source, consumers buy, and farmers and workers produce, using the power of markets to create true sustainability for all.
  20. 20. Fair Trade USA ® Farmers & Workers 50+ Data Points Quantitative Community Development Premiums Qualitative Producer Profiles Businesses 12,000+ Certified Products 700+ Business Partners CSR Media Stories Reports Consumers
  21. 21. Fair Trade USA ®
  22. 22. Fair Trade USA ® Farmers & Workers 50+ Data Points Quantitative Community Development Premiums Qualitative Producer Profiles Businesses 12,000+ Certified Products 750+ Business Partners CSR Media Stories Reports Consumers
  23. 23. Forest Stewardship Council FSC: A Brief Overview Etienne McManus-White, Chief Marketing Officer FSC Sustainable Brands September 24th, 2013
  24. 24. Why does this matter? Forest Stewardship Council 27
  25. 25. Destructive forestry still exists Forest Stewardship Council 28
  26. 26. We are making progress • 445 million acres around the world • 176 million acres in US & Canada • 26,458 companies around the world • 4,355 companies in US & Canada • LEED v4 – Sourcing of Raw Materials (MRc3) • 98% of certified companies say they will keep FSC certification Forest Stewardship Council 29
  27. 27. The goal is market transformation Forest Stewardship Council 30
  28. 28. An open membership leads FSC Forest Stewardship Council 31
  29. 29. Who gets to decide? Forest Stewardship Council 32
  30. 30. FSC prohibits deforestation Forest Stewardship Council 33
  31. 31. FSC protects rare old growth Forest Stewardship Council 34
  32. 32. FSC protects endangered species Forest Stewardship Council 35
  33. 33. FSC limits clearcut size Forest Stewardship Council 36
  34. 34. FSC restricts hazardous pesticides Forest Stewardship Council 37
  35. 35. What you can do Forest Stewardship Council 38
  36. 36. Thank you! Forest Stewardship Council 39
  37. 37. Forest Stewardship Council 40

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