Case Study Certification schemes for Bottom Grown Mussels

What do the current Mussel Brands say?

Not a premium product Industrial

No tag line Not environmental friendly

Old and tired look

No story

What do we want the Irish Mussel Brand to say?

Natural /Wholesome/ Vibrant

Personality

Young and Healthy

Environmentally Friendly

Wild Irish coastline

Premium Product Restaurant feel at home

Labelling
The EU has also committed to assess and address needs of the aquaculture sector, in particular regarding consumer information and marketing instruments such as labelling of aquatic food products.
In a local context we have invested in MSC Certification Organic Certification

(MANY others are available)

What is the MSC Programme?

MSCs Principles and Criteria for
Sustainable fishing Third party certification programme allowing fisheries to prove that they fish sustainably An independent certification programme Score against 31 performance indicators for a fishery within 3 main principles WWW.MSC.ORG

MSC Certification of the Bottom Grown Mussel Sector

This is an all-Island project which received 50% funding from DARD through EFF and 50% from the ROI Commercial Aquaculture Development Scheme administered by BIM. Such an approach represents good value for money as it avoids multiple assessments and thus duplication of costs either by individual companies or as multiple applications for funding

 The MSC's fishery certification program and seafood ecolabel recognise and reward sustainable fishing Sustainable seafood is a fast-growing market, Many seafood buyers now give preferred supplier status to companies offering MSC-certified fish and some of the world's leading retailers have committed to sourcing 100% MSC-certified fish and seafood. There are currently 199 certified fisheries in the MSC program. 101 fisheries undergoing assessment in the MSC program. Assessments are carried out by independent certifiers, not by the MSC.

FOUR STEPS IN MSC CERTIFICATION

1
Pre-assessment

2
Full assessment

3
Certification

4
Annual audits

ORGANIC Aquaculture
EU vision on organic certification The goal of this new legal framework is to set a new course for the continued development of organic farming. Sustainable cultivation systems and a variety of high-quality products are the aim. In this process, even greater emphasis is to be placed in future on environmental protection, biodiversity and high standards of animal protection.

Global Organic Aquaculture Production 2009

Are not all mussels organic?

No Organic certification is a commitment to the environment and a commitment to the consumer that our mussels are farmed and harvested in a sustainable manner with respect for nature and biodiversity. We dont just say it we can prove it!

Organic Mussels USPs

Organic certification Country of Origin i.e. Ireland Innovative packaging formats Health benefits

BIM Services - ROI

Integrate with Bord Bia to offer marketing support

Offer assistance in business planning i.e. new markets, business development, branding Market and production data

http://www.youtube.com/watch?fea ture=player_detailpage&v=WRckWv RnHKk