Adam Swan - Seafood Choices Alliance
Adam Swan - Seafood Choices Alliance
Adam Swan - Seafood Choices Alliance
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Sustainable <strong>Seafood</strong> in the Brake Group<br />
<strong>Adam</strong> <strong>Swan</strong><br />
Commercial Director – Fish and <strong>Seafood</strong><br />
1 st Feb 2010
Agenda<br />
<br />
<br />
<br />
<br />
<br />
Overview of Brakes and M&J<br />
What our market tells us about sustainability<br />
Sustainable <strong>Seafood</strong> at Brakes and M&J<br />
Results to date<br />
On-going challenges
Agenda<br />
Overview of Brakes and M&J<br />
What our market tells us about sustainability<br />
Sustainable <strong>Seafood</strong> at Brakes and M&J<br />
Results to date<br />
On-going challenges
The Brakes Market Group leading comprises suite of a market businesses leading and suite brands of brands<br />
4
Nationwide distribution networks<br />
UK & Ireland networks<br />
France network<br />
O’Kane Foodservice<br />
Woodward Foodservice<br />
M&J <strong>Seafood</strong><br />
Wild Harvest<br />
Catering Equipment<br />
Logistics<br />
Brakes Broadline<br />
Frozen/chilled depot<br />
Multi-temperature depot<br />
Ambient/chilled depot<br />
Chilled NDC<br />
Multi-temperature<br />
Frozen<br />
Chilled<br />
Ambient<br />
Consolidation centre<br />
(ambient +<br />
dairy)<br />
c. 1,700 trucks c. 420 trucks<br />
Brakes Group infrastructure and depot density give it a competitive advantage<br />
5
Range of specifications & price points<br />
Premium Core Value Bespoke products<br />
Brakes Premiere Brakes brand Brakes catering<br />
Premium brands Well known brands Price savers Local provenance<br />
Selected to deliver the<br />
highest quality.<br />
A huge range of brands of<br />
great quality.<br />
Economic alternative to<br />
popular products.<br />
A great portfolio of regional food<br />
to add authentic menu appeal.<br />
6
Founded in 1978 by Marion & Jeff Archer<br />
Providing the foodservice industry with primary and exotic fish & seafood<br />
By 2003 over £100m revenues<br />
Acquired by Brakes Group in 2000<br />
<br />
Passionate about fish, local service and sustainability<br />
7
Agenda<br />
Overview of Brakes and M&J<br />
What our market tells us about sustainability<br />
Sustainable <strong>Seafood</strong> at Brakes and M&J<br />
Results to date<br />
On-going challenges<br />
8
How important is protecting the environment to our customers?<br />
10
What does our market understand by the term sustainability?<br />
11
Who do our customers trust?<br />
12
Agenda<br />
Overview of Brakes and M&J<br />
What our market tells us about sustainability<br />
Sustainable <strong>Seafood</strong> at Brakes and M&J<br />
Results to date<br />
On-going challenges<br />
13
Environmental and<br />
Social Responsibility<br />
ISO14001 accreditation<br />
2,500 CO2 tones saved in 2008 through<br />
driving down delivery miles<br />
40% of our waste is now recycled<br />
Customer’s waste oil collection service<br />
Committed to sourcing sustainable and<br />
ethical products wherever possible<br />
Serious about the sustainability of fish<br />
stocks and are Marine Stewardship<br />
Council accredited<br />
At the forefront of nutritional thinking -<br />
Brakes are continually setting standards<br />
Headline sponsors of The Royal Parks<br />
Foundation London Half Marathon<br />
Supporters of FareShare - since 2006<br />
supplying nearly 20,000 meals per month<br />
…working 14 for a sustainable future for all<br />
14
Our policy….<br />
“M&J <strong>Seafood</strong> is committed to responsibly sourcing and<br />
supplying the best of the world’s catch from well-managed<br />
and sustainable fisheries.<br />
We source products within all UK and International<br />
regulatory guidelines, while maintaining our<br />
commitment to actively promote greater variety and<br />
under-utilised species”<br />
15
Our policy in practice<br />
MSC<br />
– 1 st foodservice launch in 2003<br />
– Largest foodservice range globally<br />
Underutilised species<br />
– Megrim<br />
– Red Gurnard<br />
Endangered species<br />
– First in foodservice to ban sale of;<br />
Bluefin Tuna<br />
Shark<br />
– Further announcements in 2010<br />
Reflected in Seafish Award in 2009<br />
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Agenda<br />
Overview of Brakes and M&J<br />
What our market tells us about sustainability<br />
Sustainable <strong>Seafood</strong> at Brakes and M&J<br />
Results to date<br />
On-going challenges<br />
17
Have we succeeded - Marketplace Understanding<br />
What does our market understand by the term sustainability?<br />
18
Have we succeeded - Marketplace Understanding<br />
What does our market understand by the term sustainability?<br />
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Sales and Penetration of MSC in our business<br />
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Agenda<br />
Overview of Brakes and M&J<br />
What our market tells us about sustainability<br />
Sustainable <strong>Seafood</strong> at Brakes and M&J<br />
Results to date<br />
On-going challenges<br />
21
How often do consumers ask about sustainability?<br />
Daily<br />
23% (08) v 12% (06)<br />
Dec-08<br />
Dec-06<br />
Weekly<br />
Monthly<br />
Rarely<br />
71% (08) v<br />
77% (06)<br />
Never<br />
0 5 10 15 20 25 30 35 40 45<br />
Percentage (%)<br />
22
Challenges<br />
Consumer awareness<br />
Reaching the masses<br />
Mixed messages<br />
Other priorities<br />
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Thank you….<br />
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