Traceability as a platform for market information on sustainability and for simplified public control
By Walther Rahbek, Lyngsoe Systems A/S
Trying to answer the questions:
How can we design a system defining a platform that supports an EU policy relying on correct catch registrations ? Supports the intended ban on discards ? encourage the fishing vessels not to circumvent the rules ? verifies without any doubt and dispute - that fishery is sustainable ? ..and legal ? Not to be fully answered during my presentation – but I will explain which track we may want to take pursuing these objectives.
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Perspectives
Globally, fishery rised from 112 to 140 mio tonnes from 1994 to 2004 Farmed fish increased from 20 to 45 mio tonnes Taking into account increased population - consumption rised from 14 to 16 kg/pp
(Source: Seafood+ consumer surveys)
How can we keep supplying the gobal population when we keep discarding as much as we take home ?
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Content
Lyngsoe Systems in short NFN, Nordjysk Food Network Terminologies Traceability system for Fish Benefits for vessels, industry, authorities Consumers Further perspectives and opportunities
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Lyngsoe Systems in short..
Derives from Søren T. Lyngsø founded in 1952 Established as independent Lyngsoe Systems A/S in 1994 via MBO – 17 employees 2008: offices in Denmark, Romania, Canada and the US 200 employees Software integrator Airport baggage handling sorter controls RFID based quality monitoring in global mail systems Supply Chain logistics, WMS solutions Food traceability RFID testcentres, R&D, operates worlds largest active 434 Mhz RFID network www.lyngsoesystems.com
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NFN, Nordjysk Food Network
Established 2005 Non-profit network hosted by Himmerlands Udviklingsråd Vision of a generic traceability system for all food products
Turned 100 members in 2008 (of which >50 involved in the fish sector) NFN traceability system operational autumn 2008
Partly financed by European Union (via Danish Directorate for Food, Fisheries and Agri Business) Partly financed by North Jutland regional development council (Vækstforum) One pilot project intended with pelagic fish industry starting this summer
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Terminologies
Traceability : all apply to 178/2002
Producer
Raw material supplier „one step down“ Producer „one step up“ Distributor „one step up“ Producer „one step down“
Distributor
Distributor „one step down“
Restaurant
Restaurant „one step up“
Fulfilled by Distributor “one step down”
Enquiries by authorities Database
•
Traceability to final customer not required by law
Database
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Terminologies – Value Chain
Upstream vs. Down stream Track
Raw material – Processing – Distribution – Retail - Consumer
Trace
External chain traceability Internal traceability Recalls Storytelling, the MSC etc…
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NFN external chain traceability
Fishermen
Suppliers
Services
Suppliers
Retail chain Buyer Transport Processing Storage Transport Eksporter Transport
Laboratories Authorities
NFN Traceability system Data input: Compulsory: Received batch ID, Item type, Batch ID, time stamp Optional: Storytelling, quality features
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Building a new platform – the Fish Management System
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FMS – goals, methos and project team
Goal: Support sustainable utilization of the marine resources and elimination of discards. The current Regulation and control regime need to be exchanged with making room for the individual fishermen to strive for the best utilization of the marine resources and the best economic result of their efforts Consequently the traceability system must leave the responsibility with the fishermen. It must build on incentives and documentation thus ensuring correct registration of all catches and exploiting the possibilities that new technology is bringing. Method: Demonstrating the potential of electronic documentation as a solution to the problem of correct catch registration Project team: DTU Aqua together with The Directorate for Fisheries have joined forced with the NFN and Lyngsoe Systems to describe a Fish management System with focus on traceability and sustainability. The output of this work should be the requirement specification for such a system. This work will be done in close cooperation with the organisations and representative from all parts of the fishing sector in Denmark. Expected start in August 2008. This system does NOT solve all the problems of the CFP but it should establish the foundation upon which the management of the fisheries, documentation of data etc. can be built.
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Combining traceability with effective FMS
Fishermen
Suppliers
Services
Suppliers
Buyer
Transport
Processing
Storage
Transport
Eksporter
Transport
Retail chain
Laboratories Authorities
FMS: Main data system Quality controls, sustainability, quota management
External chain traceability system
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Potential benefits for fishermen, vessels
Correct registration of total catches. Precise data for biological advice resulting in better management and uniform perception of stock situation between biologists and fishers Simplification of rules. Electronic documentation can replace a number of control rules Easy access to reporting data Accumulated data on rest quota One point of contact Sharing data from central system to next customer (industry/auktion) Credibility, trust, transparency Potentially higher prices Story telling, marketing Higher quotas (increased by discard)
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Potential benefits for fish industry
Early notification of supplies – improved production planning Storytelling back to vessel Trust, credibility Marketing Higher prices on special products
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Potential benefits for authorities
Reliable information Fast and consistent data registration Secure system based on automatic data capture (e-log, cameras etc) More efficient and focussed monitoring Correct registration of total catches. Precise data for biological advice resulting in better management and uniform perception of stock situation between biologists and fishers Simplification of rules.
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Consumer issues
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Trend study
Traceability
…”what else, we expect that !” – companies must comply with high standards and show responsibility …support quality via increased information, available via internet. Downloading exact information regarding product content, ingredients etc.
…must be easy accessible
… is honesty. Build realiability, trust and signals transparency …most relevant for meat, fish and poultry. …is also food safety and animal welfare Don’t overdo it (Storytelling) , consumers are not stupid !
(Source: FirstMove trend study 2007, 41 interviews)
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First Move 2007
Traceability is quality
we will pay extra
Organic food Is quality
Quality taste good
High Quality Is the ultimate demand
Good service is quality
Quality is Health and convenience
Autencity is quality Freshness Is quality
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Consumer survey 2007/2008
Fish is a unique product – among all products tested only 20% buy fresh fish in supermarkets
83% says that quality is equal to knowing the country of origin (for allproducts) 65% wants to know the country of origin for fish 78% claims that quality is equal to a certificate 85% wants animal wellfare
(Source: Aalborg University, Consumer survey, 2007, 1329 respondents)
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Seafood+ surveys
Seafood+ consumer surveys conducted in 2004 and 2008 shows that:
Marketing of subjective (positive) information could increase fishconsumption with 20% Informing abour possible negative impacts of eating fish may reduce fish comsumption by 8% Subjective information and beliefs has the strongest interkorrellation with consumption. Catch area (ICES square), brand, nutritional content and catch date seems to be low interest Safety, quality info, recipes, health and cooking instructions are high interest
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Potential benefits for consumers
Consumers are attracted to storytelling, they react positively to marketing efforts Traceability will give full trace opportunity for consumers Recipes, guidance and health instructions are easily downloaded
Fish consumption among young generations very low Increasing traceability and supplying more reliable information may increase fish consumption (Aalborg University and Seafood+)
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Further perspectives and opportunities
Extending the FMS system to more sectors of the Danish fishery Incorporating automated data capture solutions (RFID, 2D barcode etc) Implementation deeper into the sector involving more users Adding new features adding to the list of benefits
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Thanks !
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