THE WORLD A BILLION PEOPLE DEPEND ON FISH FOR THEIR DIET

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THE WORLD A BILLION PEOPLE DEPEND ON FISH FOR THEIR DIET. AND 200 MILLION FOR THEIR LIVELIHOODS. BUT OVER THE PAST 50 YEARS THE AMOUNT OF FISH CAUGHT HAS INCREASED FIVE TIME S. THE OCEANS ARE RUNNING OUT OF FISH. I'M ALVIN HALL. 25 YEARS ON WALL STREET HAVE TAUGHT ME A LOT ABOUT BUSINESS. BUT NOW I'M ON A NEW JOURNEY AROUND THE WORLD MEETING A NEW BREED OF ENTR EPRENEUR MORE INTERESTED IN DOING GOOD THAN MAKING MONEY. SOCIAL ENTREPRENEURS - AND I WANT TO HELP. HASTINGS... A SEASIDE RESORT BOASTING ONE OF BRITAIN'S OLDEST FISHING COMMUNITIES. AND IT'S CLOSE TO THE HOME OF RUPERT HOWES, THE HEAD OF AN ORGANIZATION STRI VING TO CONSERVE THE WORLD'S FISH. HE EXPLAINED THE ORIGINS OF THE MARINE STEWARDSHIP COUNCIL. TEN YEARS AGO, UNILEVER, ONE OF THE BIGGEST PURCHASERS OF FROZEN SEAFOOD, CAME TOGETHER WITH WWF, THE WORLDWIDE FUND FOR NATURE, TO CREATE AN ORGA NIZATION THAT WOULD WORK TO PROMOTE SUSTAINABLE FISHING. THE WAKEUP CALL WAS THE COLLAPSE OF THE GRAND BANKS COD FISHERY. THIS WAS ONE OF THE BIGGEST FISHERIES OFF THE EASTERN U.S. COAST THAT HAD BEE N LANDING HUNDREDS OF THOUSANDS OF TONS OF COD FOR CENTURIES. IN THE 1990'S THAT FISHERY COLLAPSED. 40,000 FISHERMEN LOST THEIR LIVELIHOODS AND FOR INDUSTRY THIS WAS THE WAKEUP CALL. HOW DO YOU MAKE FISHING SUSTAINABLE? WELL, BEFORE ANY PRODUCT CAN CARRY THE MSC LOGO IN THE MARKETPLACE, NOT O NLY DOES THE FISHERY HAVE TO BECOME CERTIFIED BUT THE ENTIRE SUPPLY CHAIN FR OM THE FISHERY THROUGH THE PROCESSOR, SECONDARY PROCESSOR, THE DISTRIBUT OR, TO THE ULTIMATE RESTAURANT OR RETAILER. SO RUPERT, IT REALLY STARTS WITH A BOAT LIKE THE ONE BEHIND US. THE CAPTAIN OF THAT FISHING BOAT HAS TO BE CERTIFIED. ABSOLUTELY. APPARENTLY THE OWNERS OF THIS BOAT KNOW ALL ABOUT THE MSC. HOW ARE YOU? HELLO, HOW ARE YOU? ONE CAUSE OF OVERFISHING IS THE WAY FISH ARE CAUGHT. SO I CAME STRAIGHT TO THE POINT. HOW BIG ARE YOUR NETS? WELL, IF YOU CAN VISUALIZE A TENNIS NET, THAT'S EXACTLY AS THEY SIT ON THE BOTT OM. THEY HAVE A LEADED FOOT ROPE AND THEN THEY HAVE A CORK LINE AND THEY STAND ABOUT FOUR OR FIVE FOOT HIGH OFF THE BOTTOM. VERY ENVIRONMENTALLY FRIENDLY WAY OF FISHING. IT'S VERY SELECTIVE. YOU'VE ALWAYS DONE ENVIRONMENTALLY FRIENDLY FISHING, HAVEN'T YOU? YES, IMAGE IS FOR US TO ACTUALLY LOOK AT MSC AND WE HAVE A CERTIFIED FISHERY ON HERRING AND ALSO ON MACKEREL. FISHERS MAY HAVE TO INVEST TO BECOME MORE SUSTAINABLE. BUT IF CUSTOMERS CAN BE CONVINCED IT'S IMPORTANT, THEN THEY MAY BE PREPARED TO PAY MORE. IS THIS ACTUALLY HAPPENING IN LOCAL SHOPS? HELLO, HOW ARE YOU? I'M ALVIN. WHAT'S YOUR NAME? MY NAME'S DECLAN. I CAN'T BELIEVE YOU HAVE THE MSC LOGO HERE. YEAH, WE'VE BEEN MSC FOR ABOUT FIVE YEARS NOW. AND WHAT OTHER FISH DO YOU HAVE HERE TODAY? WE'VE GOT THESE THAT WERE LANDED OUT AT SEA THREE HOURS AGO. THREE HOURS AGO AND THEY'RE ALREADY HERE? ALREADY HERE ON THE COUNTER, READY FOR THE CUSTOMERS TO BUY. I SHOULD BUY SOME TO TAKE HOME TONIGHT. IF YOU'D LIKE TO, YEAH. PEOPLE COME IN AND SPECIFICALLY ASK FOR MSC CERTIFIED FISH? A LOT OF LOCAL PEOPLE COME IN. THEY'VE GOT USED TO IT NOW, THEY UNDERSTAND WHAT IT IS AND IT DOES MAKE A DIFF ERENCE. THEY BUY A LOT MORE SOLE BECAUSE THEY KNOW IT'S A NICE LOCAL FISH, ECO FRIEND LY CAUGHT. THAT'S GREAT, BUT HASTINGS IS A SMALL TOWN WITH FAMILY RUN FISHING FLEETS. THE MSC HAS BEEN AT WORK FOR OVER TEN YEARS. WHAT IMPACT HAVE THEY HAD ON THE GLOBAL FISH MARKET? MSC CERTIFIED PRODUCTS ARE AVAILABLE IN 68 COUNTRIES. 10% OF THE WORLD'S SEAFOOD IS MSC CERTIFIED OR UNDER ASSESSMENT. THAT'S 2,500 DIFFERENT PRODUCTS. JAPAN IS ONE OF THE MSC'S BIGGEST CHALLENGES . THEY EAT 10% OF THE WORLD'S FISH. FISH IS A NATIONAL OBSESSION. AND NOWHERE IS JAPAN'S LOVE AFFAIR MORE VISIBLE THAN AT TOKYO'S TSUKIJI MARKET. IT'S THE BIGGEST FISH MARKET IN THE WORLD. THEY TRADE MORE THAN 400 DIFFERENT TYPES OF SEAFOOD, FROM WIGGLING EELS TO 300 KILO TUNA. BEFORE THE SECOND WORLD WAR THE VAST MAJORITY OF JAPAN'S FISH CAME FROM L OCAL WATERS. BUT NOW, DUE TO DEPLETED STOCKS, 40% OF THIS FISH IS ACTUALLY IMPORTED. IF THIS MARKET IS TO HAVE A FUTURE IT'S ESSENTIAL THAT ALL THESE FISH ARE CAUGH T USING SUSTAINABLE METHODS. BUT THIS WON'T HAPPEN UNLESS CUSTOMERS UNDERSTAND THE IMPORTANCE OF SUST AINABILITY AND DEMAND MSC CERTIFIED FISH. I THOUGHT I'D DO MY OWN TEST ON CUSTOMER AWARENESS. HAVE YOU HEARD OF THE MARINE STEWARDSHIP COUNCIL, OR MSC? TRANSLATOR: NO, I HAVEN'T HEARD OF THAT. TRANSLATOR: IS IT TO PROTECT WHALES? NO? THEN I DON'T KNOW. TRANSLATOR: I HAVEN'T HEARD OF MSC BEFORE NOW. NOT GREAT. BUT I'M TOLD THERE'S MORE HOPE IN YAIZU, A SMALL FISHING PORT WITH M OUNT FUJI AS ITS BACKDROP. IS THERE MORE AWARENESS OF THE MSC AMONG THOSE WHO'S LIVELIHOODS DEPEND ON FISH? WHAT HAPPENS IF FISH IN JAPAN STARTS TO SHRINK SO THERE'S VERY LITTLE ON THE S HELVES OR IN RESTAURANTS? TRANSLATOR: I CANNOT LIVE WITHOUT FISH IN MY LIFE. NOT ONLY ME, ALL JAPANESE PEOPLE. WOULD YOU BE WILLING TO PAY MORE FOR FISH THAT IS CAUGHT IN A WAY THAT HELPS SUSTAIN THE POPULATION OF FISH? IF SKIPJACK BECOMES MORE EXPENSIVE BECAUSE IT'S CAUGHT IN SEAS FAR AWAY FRO M JAPAN WE WILL STILL WANT IT. WHAT HAVE YOU HEARD ABOUT MSC? I ONLY KNOW THE NAME. I DON'T KNOW WHAT THEY DO. IF THIS VERY POPULAR FISH RESTAURANT IN YAIZU DOESN'T KNOW ABOUT MSC, THEN IT FACES AN UPHILL CLIMB TO ACHIEVE THE VISIBILITY THAT IT WANTS. IT SEEMS TO ME THAT THE SUCCESS OF THE MSC RESTS ON ONE KEY CHALLENGE: RAISI NG PUBLIC AWARENESS. THAT'S THEIR MOST IMPORTANT BUSINESS OBJECTIVE. WE ALL NEED TO LEARN MORE ABOUT HOW FISH ARE ACTUALLY CAUGHT. HERE IN YAIZU SOME FISHERMEN USE THE POLE AND LINE METHOD. IT'S MORE SUSTAINABLE BECAUSE YOUNG, SMALL FISH THAT HAVEN'T YET REPRODUCE D CAN BE THROWN BACK. IT'S NOT A COMMON METHOD EVEN HERE AND I'M NOT SURPRISED. THEN YOU PUT IT BACK IN THE WATER AND YOU DO IT AGAIN? THESE GUYS GO OUT ON THIS BOAT SOMETIMES FOR 30 TO 50 DAYS. CAN YOU IMAGINE SITTING ON THIS NARROW LEDGE WITH YOUR KNEES UP AGAINST THI S GUARDRAIL ON THE HIGH SEAS WITH HUGE SWELLS? I WOULD NOT LIKE TO FIND MYSELF IN THAT SITUATION. BUT THESE LOCAL FISHERMEN HAVE NO CHOICE. THEY HAVE TO MAKE LONGER AND FARTHER TRIPS. GOOD MORNING. WHAT WAS IT LIKE IN THE GOOD OLD DAYS OF SKIPJACK FISHING? TRANSLATOR: IN THE PAST WE SET SAIL IN SMALL BOATS, NOT BIG ONES, AND THERE WE RE SO MANY SKIPJACK TUNA THAT WE COULD COME BACK THAT DAY. WHAT DO YOU THINK BROUGHT ABOUT THE CRISIS IN SKIPJACK FISHING? TRANSLATOR: I THINK THE MAIN PROBLEM IS FISHING WITH NETS. WITH NETS YOU CANNOT CONTROL THE SIZE OF THE FISH THAT YOU CATCH. IN A NUTSHELL IT IS OVERFISHING. WHAT WOULD YAIZU BE LIKE WITHOUT SKIPJACK? I CAN'T IMAGINE LIFE WITHOUT IT. IT'S NOT JUST A MAJOR PART OF OUR FOOD CULTURE, IF WE LOSE SKIPJACK IT WOULD B E LIKE LOSING OUR SOUL. IF THE FISH BECOME SCARCER OUR LIVELIHOODS WOULD BE AT STAKE. THAT'S WHY WE NEED INTERNATIONAL REGULATIONS SOON, TO PROTECT SKIPJACK OR I T WILL DISAPPEAR. TODAY LESS THAN 30% OF THE FISH IN YAIZUA IS CAUGHT BY POLE AND LINE. BUT THIS FIGURE WILL INCREASE IF HIROYUKI MIYOJIN, THE PRESIDENT OF A LOCAL FISH PROCESSING FACTORY, HAS HIS WAY. HE WANTS TO GET MSC CERTIFIED BUT HIS SUCCESS DEPENDS UPON BEING ABLE TO BU Y SUSTAINABLY CAUGHT FISH. TRANSLATOR: MY COMPANY PROCESSES 100% OF THE SKIPJACK TUNA FROM THE POLE AND LINE FISHING METHOD. THE MSC CERTIFICATE IS THE ONLY WAY WE CAN PROVE THIS TO OUR CUSTOMERS. HERE USING POLE AND LINE IS THE STARTING POINT. BUT IN ORDER TO GAIN MSC CERTIFICATION THE WHOLE SUPPLY CHAIN MUST BE RIGOR OUSLY CHECKED. THIS IS QUITE ELABORATE, BUT IT'S GIVEN ME MORE CONFIDENCE THA T THE FISH I EAT IS REALLY TAKEN CARE OF. THIS FACTORY WAS BUILT JUST TWO YEARS AGO WITH ONE GOAL IN MIND. IT WAS BUILT SO WE'D HAVE A MANUFACTURING COMPANY THAT MEETS THE STANDARD REQUIRED FOR MSC FISH. PRESIDENT MYOJIN'S COMPANY GRILLS AND PACKAGES FISH. TO BECOME MSC CERTIFIED HE MUST PROVE HIS PRODUCTS CAN BE CLEARLY TRACED ALL ALONG THE SUPPLY CHAIN. GIVEN THE CHOICE, 99% OF JAPANESE CONSUMERS WOULD CHOOSE TUNA CAUGHT BY POLE AND LINE. THIS WAS EXCITING NEWS... UNTIL PRESIDENT MYOJIN REVEALED A MAJOR SNAG. TRANSLATOR: IT'S JUST THAT, UNFORTUNATELY, THE FACT THAT THE MSC LOGO PROVE S THE FISH IS SUSTAINABLE IS NOT COMMONLY KNOWN AMONG JAPANESE CONSUMERS. I REALIZED THE CHALLENGE OF GETTING CERTIFIED IS ONLY THE START. BETTER PUBLIC UNDERSTANDING OF THE MSC IS ALSO ESSENTIAL. BUT BEFORE I CAN THINK ABOUT HOW TO DO THIS I NEED TO UNFREEZE MY BRAIN BY GE TTING OUT OF THE FREEZER. I CAN'T SEE A THING! IT'S SO COLD IN THERE MY GLASSES ABSOLUTELY FROZE UP WHEN WE CAME OUT. MY RESEARCH IS DONE SO I'M BACK IN HASTINGS WITH MY CHALLENGE F OR RUPERT. WHEN I WENT AROUND TO SPEAK TO AVERAGE PEOPLE IN THE STREET AND RESTAURAN T OWNERS, THEY HAD NOT HEARD OF MSC, OR IF THEY HAD THEY THOUGHT IT WAS A GO VERNMENT RUN ORGANIZATION. SO YOU'RE REALLY HAVING SOME PR ISSUES GOING ON THERE. HAVE YOU FOUND THAT TO BE TRUE? ABSOLUTELY. IN EUROPE WE HAVE BRAND RECOGNITION BETWEEN 10% AND 20%. JAPAN IS GOING TO TAKE US LONGER. AS I WAS THINKING THROUGH, HOW COULD YOUR COMPANY GROW AND ACHIEVE ITS GO ALS PERHAPS AT A FASTER RATE OR JUST INCREASE AN AWARENESS OF THE PRODUCT, AND I THOUGHT WHAT YOU NEED IN EVERY LOCAL MARKET IS A MARKETING PARTNER. ABSOLUTELY RIGHT BECAUSE IT'S A CHANCE FOR COMPANIES TO TAKE A LEADERSHIP P OSITION TO SAY WE'RE DOING THIS AND WE'RE DOING IT BECAUSE IT'S THE RIGHT THING TO DO. IT'S GOOD FOR BUSINESS, IT'S GOOD FOR PEOPLE, AND IT'S GOOD FOR THE PLANET AND THEREFORE GET BEHIND IT. IN SIX MONTHS WE CAN CERTAINLY TRY AND EXPLORE THIS AND HOPEFULLY WE'LL HAV E SOMETHING TO REPORT BACK TO YOU WHEN WE MEET IN DECEMBER IN JAPAN. SIX MONTHS. -I'LL DO MY BEST. CLICK YOUR HEELS THREE TIMES. I WILL. SIX MONTHS HAVE GONE BY AND I'M BACK IN THE JAPANESE PORT OF YAIZU. I'M VERY ANXIOUS TO DISCOVER IF THE MARINE STEWARDSHIP COUNCIL IS SUCCEEDING . THEIR GOAL IS TO PERSUADE EVERYONE TO CATCH, SELL, AND EAT FISH IN A SUSTAINAB LE WAY. JUDGING BY THE VERY EXCITING ADDITION TO THE TOSAKATSUO FISH PROCESSING FAC TORY THINGS ARE LOOKING GOOD. PRESIDENT MYOJIN AND HIS SUPPLIERS HAVE TRIUMPHED. HI! HELLO! CONGRATULATIONS! I SAW IT ON THE WAY IN, ON THE SIDE OF THE BUILDING. MSC. MSC, CONGRATULATIONS! EVERYBODY'S WORKING HARD. PRESIDENT MYOJIN WANTED TO SHOW ME THE ACTUAL CERTIFICATE. THERE IT IS. YES, CONGRATULATIONS. CONGRATULATIONS. POLE AND LINE CAUGHT SKIPJACK TUNA IS A POPULAR FISH IN JAPAN. COMBINED WITH MSC CERTIFICATION IT'S BROADENING JAPANESE PEOPLES' KNOWLEDG E OF THE MSC MORE THAN EVER. MSC CERTIFICATION PROVES THAT FISHING IN YAIZU CAN BE SUSTAINABLE. AND IT CAN ALSO BOOST BUSINESS. NOW WE ARE RECEIVING INQUIRIES AND ORDERS FROM COMPANIES IN JAPAN THAT SEL L FISH WHO TELL US THEY WANT TO SELL MSC SKIPJACK TUNA. WE'VE ALSO HAD AROUND 30 INQUIRIES FROM OVERSEAS, SO WE ARE CURRENTLY EXPL ORING DOING BUSINESS WITH THESE CONTACTS. RUPERT HOWES, THE MSC'S CHIEF EXECUTIVE, WAS VISITING YAIZU FOR THE FIRST TIME . I CAN GUESS WHAT YOU DID ON YOUR FIRST DAY IN YAIZU. CAN YOU? I BET YOU WENT TO THE NEW MSC CERTIFIED FACTORY HERE. IT WAS FANTASTIC TO ARRIVE IN FROM TOKYO, TO GET TO YAIZU, TO GET TO THE PLANT AND THE FIRST THING YOU SEE IS THIS HUGE MSC LOGO, IN FACT TWO OF THEM, ON THE ROOF OF THE FACTORY. THAT WAS QUITE ASTOUNDING, OUR BRAND NEW LOGO. IT'S QUITE IMPRESSIVE, ISN'T IT? VERY IMPRESSIVE. HERE WE HAVE A FISHERY THAT'S COME FORWARD, IT'S BEEN CERTIF IED, THE FACTORY'S BEEN CERTIFIED AND THEY'RE NOW USING THEIR MSC ASSESSMEN T TO WIN NEW MARKETS. DO YOU ANTICIPATE THAT OTHER FISHERIES WILL COME ON BOARD? IF WE CAN ENCOURAGE CONSUMERS TO PREFERENCE SUSTAINABLE SEAFOOD, IT DOES INDEED CREATE PRESSURE ON LESS WELL MANAGED FISHERIES AROUND THE WORLD T O IMPROVE THEIR PERFORMANCE. BUT IS THE MSC CONVINCING THOSE CONSUMERS? HAS RUPERT MET MY MARKETING CHALLENGE? THE ANSWER IS BACK IN TOKYO. HERE THEY ARE DISPLAYING AT ONE OF THE LARGEST ECO CONFERENCES IN JAPAN. NOW IF I CAN ONLY FIND THEM TO FIND OUT WHAT'S HAPPENING. IT'S A STRUGGLE TO LOCATE THE MSC ON A MAP THAT'S ONLY IN JAPANESE. BUT WHEN I FINALLY TRACK THEM DOWN I'M THRILLED TO FIND THAT THE MSC STAND IS VERY POPULAR WITH ALL AGE GROUPS. MSC'S EFFORTS SEEM TO BE AFFECTING THE NEXT GENERATION. THEY GET A BROCHURE AND THEY GO AWAY SMILING. BUT YOU HAVE TO WONDER... IS IT REALLY THE FREE SUSHI THAT ATTRACTS THEM? I GO STRAIGHT TO THE POINT. HAS AWARENESS OF THE MSC IMPROVED IN JAPAN? WE'RE UP TO ABOUT 8% END CONSUMER RECOGNITION FOR OUR LOGO. THAT TO ME IS UTTERLY REMARKABLE FOR A NONGOVERNMENT ORGANIZATION THAT HASN'T HAD THE BUDGET TO DO MARKETING IN A C OUNTRY WHERE WE'VE ONLY BEEN OPERATING FOR TWO YEARS. ONE IMPORTANT REASON FOR THIS INCREASE IN AWARENESS IS A CHANGE IN THEIR LO GO. I SEE THE ONE THERE, AND YOU HAVE IT HERE. AND YOU HAVE THE OLD ONE RIGHT HERE. EXACTLY. OUR OLD LOGO DIDN'T WORK. PEOPLE SAID "MARINE STEWARDSHIP COUNCIL, WHAT DOES IT MEAN?" IT SOUNDED LIKE A GOVERNMENT ORGANIZATION. EXACTLY, SO WE'VE DEVELOPED A NEW LOGO THAT VERY SIMPLY SAYS "CERTIFIED SUS TAINABLE SEAFOOD". PEOPLE UNDERSTAND WHAT IT MEANS AND AS YOU CAN SEE ON THE LOGOS WE HAVE H ERE WE'VE TRANSLATED THEM INTO THE APPROPRIATE LANGUAGE FOR EACH COUNTRY THAT WE'RE OPERATING IN. WITHOUT PUBLICITY A CHANGE OF LOGO WOULD HAVE LITTLE IMPACT. BUT RUPERT HAS FOUND A RETAIL PARTNER TO HELP WITH THE VITAL TASK OF MARKETI NG. SO THIS IS THE AEON STAND? THAT'S CORRECT. THEY ARE THE BIGGEST RETAILER IN JAPAN AND I'M VERY EXCITED TO SHOW YOU THIS STAND BECAUSE PRETTY MUCH A THIRD OF THE STAND IS BEING PUT O VER TO PROMOTING THE MARINE STEWARDSHIP COUNCIL. AEON NOW HAVE 20 INDIVIDUAL LABELED PRODUCTS AND IN THE CABINET HERE, THIS IS ACTUALLY A WILD ALASKAN SALMON, MSC CERTIFIED. THIS NUMBER HERE SHOWS YOU WHAT'S CALLED THE CHAIN OF CUSTODY NUMBER SO T HAT ANY CONSUMER COMING INTO AEON TO BUY THIS PRODUCT KNOWS THEY CAN TRA CE IT ALL THE WAY BACK THROUGH EVERY LINK IN THE SUPPLY CHAIN ALL THE WAY BAC K TO THE PACIFIC OCEAN WHERE IT WAS CAUGHT IN ALASKA. IT'S AMAZING THAT THIS ORGANIZATION HAS GIVEN OVER A THIRD OF ITS BOOTH TO YOU R MESSAGE. WHY? I THINK IT'S BECAUSE THE JAPANESE CONSUMER IS INTERESTED. WE HAVE AN EXCELLENT RELATIONSHIP WITH AEON. WE'RE ACTUALLY GOING TO BE MOVING AHEAD TO DO SOME COMARKETING WITH THEM, WHICH IS TREMENDOUSLY EXCITING BECAUSE THAT'S WHERE T HEY'LL ACTIVELY PROMOTE THE MARINE STEWARDSHIP COUNCIL. I WAS EXCITED TO SEE THE CULMINATION OF THE MARKETING STRATEGY RUPERT AND I HAD DISCUSSED IN HASTINGS. THIS IS THE MANIFESTATION OF THAT IDEA. I WASN'T ABLE TO DISCUSS IT WITH YOU FULLY IN HASTINGS, BUT YOU WERE ABSOLUTEL Y RIGHT. FOR US TO SUCCEED WE HAVE TO LEVERAGE OTHER PEOPLES' RESOURCES TO ENGAG E WITH END CONSUMERS TO REALLY TELL THEM WHAT THE CERTIFICATION PROGRAM IS ALL ABOUT. OTHER RETAILERS BEEN AS PROACTIVE AS AEON IN TAKING UP YOUR PRODUCTS? WELL, THEY HAVE, BUT AEON IS CLEARLY ONE OF THE MOST IMPORTANT PARTNERS WE HAVE, PARTICULARLY IN JAPAN WHERE WE'VE SEEN THE GROWTH IN LABELED PRODUCT S GO FROM NONE THREE YEARS AGO TO 160 INDIVIDUAL LABELED PRODUCTS AND AEON IS CARRYING OVER 20 PRODUCTS JUST ON THEIR OWN. JOINT MARKETING LIKE THIS SHOULD BENEFIT PRESIDENT MYOJIN BACK IN YAIZU. IT COULD MEAN MORE BUSINESS FOR HIS FACTORY. OVER A MEAL PREPARED BY HIS WIFE WE CELEBRATE HIS MSC CERTIFICATION. THIS IS SUSTAINABLE SKIPJACK TUNA, SO WE CAN EAT AS MUCH AS WE LIKE WITHOUT A NY GUILT. TRANSLATOR: BECAUSE OF THE MSC CERTIFICATION I COULD BECOME FRIENDS WITH PE OPLE LIKE YOU. I'M SO HAPPY. I ALWAYS LIKE TO PARTICIPATE IN LOCAL CULTURE. FORTUNATELY THE JAPANESE ARE VERY POLITE SO THEY PRETEND TO ENJOY LISTENIN G TO RUPERT AND ME MASSACRE AN OLD SONG. ? O DANNY BOY, O DANNY BOY, O DANNY BOY... ? GETTING THE MSC CERTIFICATE IS JUS T THE START FOR PRESIDENT MYOJIN. HE HAS BIG PLANS FOR THE FUTURE. TO PRAY FOR SUCCESS AND TO GIVE THANKS HE TAKES RUPERT TO AN IMPORTANT SHI NTO SHRINE. IT'S OVER 2,000 YEARS OLD AND IS DEDICATED TO FISHERIES AND AGRICULTURE. IT'S WHERE PEOPLE HAVE ALWAYS COME TO PRAY FOR GOOD HARVESTS AND THE SAFE TY OF THEIR FISHERMEN. I THINK IT'S INCREDIBLY FITTING, GIVEN THE MISSION OF THE MSC PROGRAM AND THE HI STORY OF THIS TEMPLE TO COME HERE AND CELEBRATE AND GIVE THANKS. THE PROCESS STARTS WITH A RITUAL CLEANSING. THERE ARE EIGHT MILLION SHINTO GODS SO YOU NEED TO DO SOMETHING TO ATTRACT THEIR ATTENTION. SAVING JAPAN'S FISH IS JUST ONE GOAL FOR THE MSC. THERE ARE BIGGER CHALLENGES AHEAD. WHEN I WENT UP THERE AND I UNDERSTOOD WHAT THE SHRINE IS ABOUT AND ITS HISTO RY, FIRST OF ALL I GAVE THANKS AND MY PRAYER WAS FOR THE WORLD'S OCEANS AND I HOPE THAT ONE DAY MSC CAN DELIVER ITS MISSION AND THAT IN THE FUTURE WE CAN HAVE PLENTIFUL, BOUNTIFUL SUPPLIES OF SEAFOOD FOR FUTURE GENERATIONS. IT'S AS SIMPLE AS THAT. FISH IS FUNDAMENTAL TO LIFE IN JAPAN. MANY PEOPLE HERE CANNOT IMAGINE LIFE WITHOUT IT. THEREFORE SUSTAINABLE FISHING IS NOT AN OPTION, IT IS AN IMPERATIVE. AND THIS IS TRUE NOT ONLY IN JAPAN BUT IN ANY COUNTRY THAT DEPENDS UPON FISH AND WHERE PEOPLE WANT TO CONTINUE TO ENJOY IT. NEXT TIME, I'LL INVESTIGATE AN EXTRAORDINARY WAY TO FIND AND DESTROY LANDMIN ES. LEARNING ACTIVITY/Sustainability Marine Stewardship Council: Japan 1. Worldwide, how many people depend upon fish for their diet, and how many people depend upon fish for their livelihoods? 2. By how many times has the amount of fish caught increased in the last 50 years? 3. Unilever and WWF came together to form the Marine Fisheries Council to promote sustainable fisheries. What event in the 1990s was the impetus to do this? 4. How does any fish earn the certified MSC label? 5. How much fish on the global market is MSC certified? 6. The most important business objective of the MSC is what? 7. Why is pole fishing more sustainable than other methods? 8. How did getting MSC certified increase business for the Yaizu skip-jack tuna factory? 9. The MSC changed its logo in Japan to what for greater understanding of their mission? 10. You are hungry for a fish sandwich, but you in a hurry. At Nazareth Crossings on rt. 248, Burger King and McDonalds are only a few yards away from each other. McDonald’s Filet-o-Fish sandwich has MSC certification, sporting the logo on its packaging (see photo), but Burger King’s Big Fish sandwich does not have the MSC certification. Both are about the same price. Does the MSC certification influence which fish sandwich you buy? Why or why not (based on the sandwich alone, not whether one has better milkshakes!)? 11.You are at the grocery store and you want to buy some Atlantic cod. The Atlantic cod without the MSC logo is $3.50 a pound. The Atlantic cod that has the MSC logo costs $4.25 a pound. Are you willing to buy the more expensive fish with the MSC logo? Why or why not? 12.Go to your cabinet, refrigerator, or freezer and see if you have any fish products there. If so, do any of them have the MSC logo on the packaging (see photo)? If so, which ones/brands? If not, which brands?