The Anchoveta Peruana: strategic species to reach Millenium Development Goals

Vision

Eliminate world hunger and child malnutrition in the extremely poor world population towards the year 2050.

“The challenge of a sustainable global food supply is a fundamental part of any 21st century agenda of achieving sustainable development.” A NEW GLOBAL PARTNERSHIP: ERADICATE POVERTY AND TRANSFORM ECONOMIES THROUGH SUSTAINABLE DEVELOPMENT Copyright ©2013 United Nation.

DHC of Anchoveta Peruana generates economic growth within Planetary Boundaries and will help reach 6 of 8 DMG

MISION: Generate sustainable growth for the Peruvian Economy,

through strategies that will increase world demand for Direct Human

Consumption of Anchoveta Peruana based products.

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Anchoveta Peruana

OPPORTUNITIES

• Eradicate child malnutrition.

• Secure a renewable food source for the world´s extremely poor towards year 2050.

• Generate employmente and sustainable growth, within planetary boundaries.

• Preserve the Large Marine Humbold Current Ecosystem

• Include it as food ration in UN food aid programs.

• Reactivate organic fertilizer industry.

• Decrease demand of land use for other food sources.

THREATS

• Overexploitation will enhance biodiversity loss.

• Increase child malnutrition.

• Higher world demand for unsustainable nutritional food sources.

• Increased Obesity

• Inneficient use of an strategic peruvian natural resource.

Anchoveta Peruana

Weakness

• High leveraged industry favors short term goal to transform it into fishmeal and fish oil.

• Growth strategy of fish meal and oil industry is not sustainable based on the assumption of unlimited resources.

• Weak local demand for direct human consumption.

Strenghts

• Competite advantages of the fishing industry.

• Renewable resource within 200 miles.

• Free Trade Treaties

• High in Omega 3 and 6

• High protein content.

• Organic and sustainable food source.

3 PHASES:Global Strategy to Increase DHC

Actions

1. Motivate donations and crowdfunding

2. Increase demand for DHC of Anchoveta, through emotional purchase.

3. Include it in UNICEF and other world food aid programs.

Results

1. Generate audio visual content for the media and web site.

2. Marketing: Solidarity purchase to reduce child malnutrition.

3. Develope strategic Alliances with UNICEF and FAO.

4 PHASES: Local Strategy to Increase DHC

Actions

1. Reposition the Anchoveta in Peruvian´ pride & culinary industry.

2. Generate employment and economic growth

3. Increase supply and demand.

4. Reduce child malnutrition and hunger of the extremely poor in Perú.

Results

1. Pride Campaign: Generate audio visual content for the Media and Web Site.

2. Develop strategic alliances with private and public entities.

3. Develop cost effective , good tasting products for DHC.

4. Coordinate supply for national social food programs.

PHASE 1: DEVELOP CONTENT VIDEO PRIDE CAMPAING

GLOBAL RESULTS

1. Show the problems affecting the Anchoveta Peruana.

2. Show its potential to help reach Millenium Development Goals.

3. Crowdfunding and donations

LOCAL RESULTS

1. Emotional pride reposition of its true value, uniqueness and meaning to the preservation of Perú Biodiversity

2. Incorporate it into Peru´s culinary gourmet industry.

3. Show it at the COP20

4. Alliance with Government Institutions to show it on National TV. Get media coverage.

5. Recruit sponsoring from private fishing companies