Communications for a World Class Industry · 2020. 8. 25. · Council’s award for Design Excellence and also their prestigious Honours Award for Design Excellence. ... allowing

International Fishmeal and Fish Oil Organisation

2012 Annual Conference

Istanbul, Turkey

29th October – 1st November

Communications for aWorld Class Industry

Conference brochure

Sponsors

Who attends?The IFFO annual conference is the only one of its kind and a 'must' for the world's producers of fishmealand fish oil, their customers and industrial partners. The IFFO audience consists of key decision makersincluding the world’s largest fishmeal and fish oil manufacturers, traders and shippers, agricultural andaquacultural feed producers, fish oil refiners, nutritional supplement suppliers for farmed livestock,analytical laboratories and consultants, human nutritional supplements manufacturers (omega-3s),and banks and insurers.As well as having a top-level professional program, the conference is an ideal opportunity for business andfor networking - if you are involved in the fishmeal, feed, or fish oil business, or in their associated supplychains, this is the event for you.

This year our conference is being held in Istanbul, one of the world’s most ancientcities and where East meets West. We could not wish for a more colourful andhistoric location that truly represents the global nature of our industry. As usual,we have created a program that gives time for some great speakers, an exchange ofideas and information, and business networking. We hope you will also find timeto see a little of this fascinating city and make the most of the social program wehave arranged.

Our theme this year is “Communications for a World Class Industry”. We shouldbe very proud of the progress our industry is making and our contribution to globalfood security. The importance of fishmeal and fish oil in land animal, fish andhuman nutrition is well established but there are opportunities to improve in gettingour messages across to the marketplace in a consistent and effective way. We live

in a high technology world with sensationalist media, new communication channels and increasingcompetition. Our invited speakers will cover aspects of nutrition and environmental contribution, but alsotheir perspective on how best to communicate with target audiences. We hope delegates will leave theconference with not only a reminder of the benefits of fishmeal and fish oil but also a clear understandingof how our industry can respond to challenges and be recognised for the value we provide.

We look forward to meeting you in Istanbul.

Nils Christian JensenIFFO PRESIDENT

President's invitation

Conference programme

PARTICIPATION CATEGORYA Registered producer and premium associate

members of IFFO onlyB All registered delegatesC All registered companionsD All registered delegates and companionsE Members of the IFFO management board only

CONFERENCE LANGUAGEThe main language for the conference is English.Provision has been made for simultaneousinterpretation into Spanish, Chinese and English forthe main sessions and meetings as indicated by * inthe conference programme.

SUNDAY 28 OCTOBER16:00 – 18:00 Registration - for collection of documentation Hotel Lobby D

MONDAY 29 OCTOBER08:30 - 15:00 Registration - for collection of documentation Hotel Lobby D09:30 - 12:30 Opening Session * Convention Center, Upper Flr B15:00 - 17:45 Afternoon Session * Convention Center, Upper Flr B18:45 - 21:30 Welcome Reception Meet in Hotel Lobby D

TUESDAY 30 OCTOBER09:00 - 13:00 Companions' Tour Meet in Hotel Lobby C09:30 - 12:30 Market Forum I * Convention Center, Upper Flr A15:00 - 18:00 Technical Meeting * Convention Center, Upper Flr B

WEDNESDAY 31 OCTOBER09:30 - 12:30 Market Forum II * Convention Center, Upper Flr A13:30 - 17:30 Management Board Asya E19:30 - 20:30 Cocktail Reception Convention Center, Upper Flr D20:30 - 01:00 Gala Dinner Convention Center, Upper Flr D

THURSDAY 1 NOVEMBER10:00 – 12:30 Closing Session * Convention Center, Upper Flr B

ParticipationCategory

This year you can view the programmeand other conference information onyour mobile. Simply scan the QR codeopposite or go to m.twoppy.com/iffo2012from your mobile. For Apple customers,download from the App Store:http://bit.ly/wuyTdG and oncedownloaded search for IFFO 2012.

Key Sessions

MONDAY 29 OCTOBEROPENING SESSION

09:30 - 09:40 President’s Address Nils Christian Jensen, IFFO President, Denmark

09:40 - 10:00 Welcome and Opening RemarksAndrew Mallison, Director General, IFFO, U.K.

10:00 - 10:30 Fish Farming and Global Food SecurityOle Eirik Lerøy, Chairman, Marine Harvest ASA, Norway

10:30 - 11:00 Getting the message acrossMari Espedal, Group Communications Director, Skretting, Norway

11:00 - 11:30 Coffee Break11:30 - 12:00 Turkish aquaculture trends

Hasan Girenes, President of Agriculture, Livestock and Aquaculture Division, Yasar Group, Aquaculture Association of Turkey

12:00 - 12:30 Questions and Answers 1including an interactive 'Ask the Audience' opportunity

AFTERNOON SESSION

15:00 - 15:40 The economic outlook for agriculture and fisheriesPierre Charlebois, Consultant with the OECD and FAO, Canada

15:40 - 16:00 A retailer view of responsible aquacultureAlly Dingwall, Aquaculture & Fisheries Manager, Sainsbury’s Supermarkets Ltd, U.K.

16:00 - 16:30 Coffee Break16:30 - 17:15 Status of world fisheries and the environmental impact of fisheries

and alternative food production (via video link)Ray Hilborn, Professor, Aquatic & Fishery Sciences, University of Washington, U.S.A.

17:15 - 17:45 Questions and Answers 2including an interactive 'Ask the Audience' opportunity

THURSDAY 1 NOVEMBERCLOSING SESSION

10:00 - 10:30 Communication challenges throughout the supply chainEllen Schutt, Communications Director, GOED, U.S.A.

10:30 - 11:00 The business benefits of social responsibility Candida Barbato, Programme Leader - Food and Farming, Ethical Trading Initiative, U.K.

11:00 - 11:30 Coffee Break11:30 - 12:15 TIDES of Change - Five disruptive forces shaping the new world of work

Dean van Leeuwen, Co-Founder, TomorrowToday, U.K.12:15 - 12:30 Concluding remarks

Andrew Mallison, Director General, IFFO, U.K.

Speakers

Ole-Eirik Lerøy Ole-Eirik Lerøy is Chairman of the board of directors in Marine Harvest, theworld’s largest aquaculture company with operations in 21 countries.

He is former CEO of Lerøy Seafood Group (1991-2008), the world’s secondlargest salmon producer. Mr. Lerøy has been actively involved in national andinternational industry organisations such as being Chairman of the NorwegianSeafood Federation, Chairman of the Norwegian Seafood Council and memberof the Executive Committee of the International Groundfish Forum. He is aNorwegian citizen and lives in Bergen.

Fish farming and global food securityFarmed salmon fits perfectly into megatrends such as human health/agingpopulation, convenience foods and sushi and is therefore about to take leadership

in seafood sales all over the world. Like many successful category leaders, farmed salmon attracts intenseattention from consumers, retailers, authorities, press and NGOs with regards to sustainability, food safety andtraceability. As the global leader in production of farmed salmon, Marine Harvest provides customers all overthe world with delicious products with full traceability from egg to fork. Transparency, stakeholder dialogue,scientific documentation and advanced standards of operation are all key elements in securing that the successstory continues into the future. The presentation will give an insight into Marine Harvest’s requirements forfishmeal and fish oil and goals to meet the future demands of the educated and informed customer.

Mari Espedal Mari S. Espedal was appointed Communications Director of Skretting Group in2011. Before joining the fish feed industry, she held various leading brandingand communication positions in other international industries such as medicalequipment, oil & gas and design/china.

She has an executive MBA in Brand Management from the Norwegian Schoolof Economics and Business Administration as well as a Master of Managementprogram in Innovation and Commercialisation from the Norwegian BusinessSchool. She also holds a university degree in journalism. Having a long trackrecord in branding – combined with her innovative and dynamic mind set – sheis also recognised for sharing her knowledge and leadership skills in differentnetworks, including the executive MBA Branding network in Norway.

Mari S. Espedal has received several national awards for her work within strategic branding and innovativecommunication concepts, such as; Marketer of the year, Most beautiful book of the year, Norwegian DesignCouncil’s award for Design Excellence and also their prestigious Honours Award for Design Excellence.

Getting the message acrossHow to get a consistent message across in a dynamic world of constant change? Add on Skretting’s presencein 16 different countries on all continents – all with different local cultures and different market needs – andthe challenge becomes even more complex.

We need to look for simplification when communicating our products, services and business strategies ona global arena. To get through with the message – the brand building – we need to find a commoncommunication platform that works internally. Then we need to work on the internal ownership and mindset before starting the continuous strategic communication externally – being innovative in a structured way.

These are topics Mari S. Espedal will touch upon and share practical examples on during her presentation.Being a strong believer in company values, she will also share her thoughts on how to use them as keyelements in strategic communication.

Speakers

Hasan Girenes Born in 1960, Hasan Girenes graduated Ege University Agricultural Engineeringand has a master’s degree in Fisheries.

Mr. Girenes has been serving Yasar Group in Turkey for 25 years starting asProduction Engineer, and since 2009 he is appointed President of Agriculture,Livestock and Fisheries Division.

He is actively involved in civil organizations such as serving as the Chairmanof Izmir Seafood Farmers and Producers Association and Assembly Member ofAegean Region Chamber of Industry (EBSO). Mr. Girenes also is a member ofthe Board of Trustees in Yasar University.

Turkish aquaculture trendsAs the world is projected to be much more crowded and wealthy in 2050’s, feeding all these mouths wouldrequire raising overall animal protein production by at least 70%. Aquaculture has been growing at three timesthe rate of world meat production since 1950s. Besides, most wild fisheries are being overexploited. Nearlyhalf the seafood consumed in the world today is farm-raised. So fish farming is a key way to meet the demandin a world hungry for protein.

The Turkish seafood industry is still immature, allowing many opportunities for new product development andbranding. Today, Turkey is a powerhouse in European fish farming as Europe’s 2nd largest producer of seabassand seabream and biggest producer of trout.

By implementing a well-defined aquaculture policy, doing real innovation and effective technology transfer,developing more value-added products and expanding into new markets, Turkey may become one of thestrongest players in the world.

Pierre Charlebois Pierre Charlebois qualified with a Master’s degree in economics from theUniversity of Ottawa, Canada and has more than 30 years of experience ineconomic analysis, outlook and modelling of agricultural markets. Pierre hasbeen heavily involved in the creation, update, revision and use of the OECDAGLINK model since 1990 and has been Chair of the OECD Commodity GroupMeeting over the last seven years. He has recently developed, for the FAO, themodel and outlook of the world market of fishery, fishmeal and fish oil. He hasbeen involved in numerous economic analysis of agricultural and biofuelpolicies, trade agreements and trade disputes.

The economic outlook for agriculture and fisheriesIn their recent Agricultural Outlook, the OECD-FAO have repeated the same

message than in the last five years of high and volatile agricultural commodity prices. With low stocks anysignificant weather-related shortfall in production (Europe in 2010 and USA in 2012) is putting upwardpressure on crop prices. With the much stronger link to the energy sector caused by the large increase inbiofuel production, agricultural commodity prices are also affected by the fluctuations of the crude oil price.Supply and price of meats have adjusted somewhat to the higher feed costs and this is putting upward pressureon demand for fish and seafood products. The upward pressure on demand for fishmeal and fish oil is evenstronger because aquaculture is expected to remain the fastest growing food sector of the outlook.

Speakers

Ally Dingwall Ally Dingwall is Aquaculture and Fisheries Manager at Sainsbury’s in the UK. Asa member of the Sustainable and Ethical Sourcing team, Ally has responsibilityfor Sainsbury’s fish sourcing policy.

Ally qualified with a degree in marine biology from Heriot-Watt University andhas worked with fish for over 20 years. Prior to joining Sainsbury’s he worked forHuon Aquaculture in Australia where he was General Manager for Value AddedProcessing and has worked for Uniq plc, Pinneys of Scotland and Marine Harvestin a variety of production, technical and procurement roles.

A retailer view of responsible aquacultureApproximately half of all fish and seafood sold by Sainsbury’s is sourced fromaquaculture. As a major retailer it is important that we can demonstrate to our

customers and a wider stakeholder group that the farmed seafood we sell is produced responsibly andultimately in a sustainable manner in line with Sainsbury’s business commitment to Source with Integrity andour 2020 CR targets. The presentation will highlight the key elements of our aquaculture sourcing strategy withparticular focus on certification, feedstuffs and sourcing criteria for feed ingredients.

Ray Hilborn Ray Hilborn is a Professor in the School of Aquatic and Fishery Sciences,University of Washington specializing in natural resource management andconservation. He teaches graduate and undergraduate courses in environmentalscience, conservation and quantitative population dynamics. He has received theVolvo Environmental Prize, the American Fisheries Societies Award of Excellence,The Ecological Society of America’s Sustainability Science Award and theAmerican Institute of Fisheries Research Biologists Outstanding AchievementAward. He is a Fellow of the Washington State Academy of Sciences, the RoyalSociety of Canada and the American Academy of Arts and Sciences.

Status of world fisheries and the environmental impact of fisheries andalternative food production

The status of world fisheries is highly variable from region to region. Many of the most important fisheries inthe world are well managed, and quite sustainable; in other fisheries overexploitation continues and for manyplaces current fishing practices are not sustainable. I will summarize the global picture and what we knowand do not know. When we examine the environmental impact of wild capture fishing compared to livestockwe find that protein from fish comes at considerably lower environmental cost. A striking result for fisheriesproducing fishmeal and fish oil is the very low carbon footprint - indeed such fisheries produce food at a lowercarbon footprint than many major crops.

Speakers

Ellen Schutt Ellen Schutt brings 15 years experience in the natural products industry to GOED.Schutt handles all of GOED’s member communications including newsletters,website management and social media. She is also coordinating GOED’s publicrelations and communications strategy for industry and consumer outreach.Schutt created Nutraceuticals World, a leading industry magazine, and is anexpert on the natural products supply chain, manufacturing, channels, markets,ingredients and issues. Since 2006, she operated Schutt Solutions, a consultingbusiness, and was a partner in LaunchNatural, which helped launch high growthnatural product companies in the United States.

Communication challenges throughout the supply chainSuppliers and manufacturers in all facets of the omega-3 business face challenges

around the communication of product benefits, ongoing scientific developments and company philosophy onissues like sustainability and quality. Ellen Schutt will discuss the importance of communicating with theultimate customer, the consumer, and talk about the differences between the omega-3 user and non-user andhow they look for health information. She will also discuss communication tools that GOED has set up for itsmembers to help them become better communicators.

Candida Barbato Candida Barbato leads the food and farming programme for the UK’s EthicalTrading Initiative (ETI). She works with businesses, NGOs and trade unions toimprove working conditions within select food and farming global supply chains.Currently a key focus area is imported shrimp from South East Asia. Candida has extensive experience in leading social responsibility programmes across arange of industries, including horticulture and apparel. Prior to joining ETI, sheworked as a partner for Acona (a UK corporate social responsibility consultancy)and as a strategy and corporate development consultant for various EU and UScompanies. Candida holds an MBA, and honours degree in economics.

The business benefits of social responsibilityThe merits of managing the environmental risks associated with the seafood industry

are now well understood. We’ve seen many examples of fish and seafood businesses embracing the sustainabilityagenda and managing their own risks. The global debate has now widened, with key players looking at the socialimpact of this sector. There are a number of initiatives being developed, specifically to address these issues. Thispresentation examines the current definitions of social responsibility, and whether they encompass companies’obligations to society today. It explores the business rationale for incorporating social responsibility intosustainability programmes, and provides some concrete examples of how worker and commercial benefitscan be mutually reinforcing.

Speakers

Dean Van Leeuwen Dean is the co-founder of TomorrowToday, an organisation that inspires leadersto think about their people and their industry differently, how to explore newopportunities, and shows them how to be more successful in tomorrow’schanging world.

Dean has over 20 years experience in marketing, operations management,innovation and strategic planning. He runs executive education programs andlectures at prestigious academic institutions around the world including - LondonBusiness School, Henley Management College, Duke University and the IndianSchool of Business. Strong international demand for Dean’s expertise has seenhim deliver keynote speeches across five continents and consult to leadingorganisations worldwide such as Coca-Cola, Waitrose, Tesco, Nordea Bank,Novartis, Unilever, The Scout Association, Procter & Gamble and many others.

He is a regular contributor to the New World of Work blog, Motivated Magazine and is currently writing abook called “The New Business SCRIPTS - how to build organisations fit for the future” due to be publishedin 2013. Dean has a great passion for the ocean and is an avid scuba diver and underwater photographer.He lives in London.

TIDES of Change - Five disruptive forces shaping the new world of workThe recent financial crisis has been more than just an economic downturn. Major shifts are taking place inalmost every industry around the world as new rules for success and failure are being written. To be successfulin these turbulent times, it is vital for organisations and individuals alike to understand the forces that areshaping the near future. Uncertainty is causing paralysis in many industries, and the antidote is not a crystalball or bravado. Rather, it is the quiet confidence that can come with understanding the ebb and flow of keydefining forces in the world outside your immediate industry. The TIDES of Change is a guaranteed paradigmshaker and conversation starter as you and your team develop your strategies.

Social programme

WELCOME RECEPTION Monday 29 OctoberBuses from 18:45

Istanbul, where continents meet, provides the perfectplace for our international Welcome Reception,taking place in one of the city’s most charmingvenues, where old friends and new will be able torelax together and enjoy the evening.

Steeped in history, this ancient cusp of world tradingsets the background for an evening of culinarydelight, plenty of atmosphere and an unforgettableexperience. Showcasing the many cultural influencesthat made this city the centre of the ancient worldtogether with its vibrant contribution to the new, theevening will reflect the spirit of unity and you willleave feeling refreshed and inspired!

GALA DINNER Wednesday 31 October from 19:30 to 01:00

The final high point of our social programme, theGala Dinner, is glamorous and sophisticated.Taking place at the Hilton Istanbul, we invite you toa magical Ottoman night with pre-dinner cocktailsand Turkish delicatessen on arrival. You will thentake your seat in the dining hall for a fine eveningof sumptuous food, wines and traditional Turkishentertainment. The evening will continue into thesmall hours with dancing and partying on our lastnight together in Istanbul!

COMPANIONS' TOURByzantine & Ottoman RelicsTuesday 30 October from 09:00 to 13:00

The first stop will be at The Blue Mosque, one of themost famous monuments of Turkish and Islamic art andan example of classical Turkish architecture. The tourwill then continue to the Roman Hippodrome to see theSerpentine Column and the Egyptian Obelisk followedby Hagia Sophia, a great architectural beauty and animportant monument both for Byzantine and forOttoman Empires. Once a church, later a mosque, and now a museum of the Turkish Republic, the HagiaSophia has always been the precious of its time. Following will be a visit to Basilica Cistern, the largest ofseveral hundred ancient cisterns that lie beneath the city of Istanbul. The tour will finish with a visit to theGrand Bazaar, the oldest and largest shopping experience of the world, selling leather, copper, carpet,antiquities, souvenirs and jewellery, following which you will be escorted back to the Hilton Istanbul.

Location

Useful information

IstanbulAs the world’s only city built across two continents, Istanbul has long been a crossroads of trade, culture,learning and art for over 3,000 years. Historically known as Byzantium, Constantinople and finally, Istanbul,the city has served as the capital for three of the greatest Empires from the early Middle Ages. At every turnyou are faced with Roman, Byzantine and Ottoman palaces, mosques, churches, monasteries, monuments,walls and ruins. Adding a spectacular natural beauty to the city is the great Straight of Bosphorus that notonly divides the city, but is where East meets West.

Combining the unique flavours of European, Mediterranean and the Middle East, cuisine in Istanbul is avaried and exquisite affair where no two meals are ever the same, whether the dish is simple or complex,the food will always be memorable.

In 2010 Istanbul was crowned European Capital of Culture because of its rich tradition in opera and ballet,theatres performing Turkish and foreign plays, concerts, art exhibitions, festivals, auctions, conferences andof course its unique museums. Napoleon Bonaparte once said, “If the world was a single country, Istanbulwould be the capital of it’’.

Climate With clear skies and moderate temperatures, autumn is one of the best times to visit Istanbul. The averagehigh temperature for late October is 18˚C falling to an average low of 11˚C with rainfall averaging 28%.

Time ZoneTurkey has one time zone which is GMT + 2 hours.

CurrencyThe Turkish lira (TRY) is the currency of Turkey.Banknotes come in 200, 100, 50, 20, 10 and 5 liradenominations. Don’t accept any notes that havelots of zeros on them as this old currency is no longervalid. Coins come in 1 lira and 50, 25, 10, 5 and1 Kuruş.BankingBanks in Istanbul are generally open between 09:00– 17:00 (closing for lunch from 12:00 – 13:30)during weekdays, but closed at weekends and onreligious or national holidays. However, some bankbranches in big shopping malls have longer workinghours and are open during weekends also. BankATM’s can be found in many places including theairport.

TaxisOfficial licensed taxis are easy to spot as they areall bright yellow and have the word taksi displayedon the roof. The taxi plate number (and sometimescompany logo) should also be clearly visible onthe front doors and the roof.

To ensure you pay the official fare, you should getthe taxi driver to switch on the digital meter (in allofficial taxis) which should be operating during theentire journey. You pay the fare as shown on themeter but if you cross the Bosphorus, the toll forthe bridge will be added to the cost as an extra.If you are travelling outside the city boundaries,it is common practice to agree on a fixed ratein advance.

If you can say your destination's name in Turkishor have it written down, taxis are the easiest wayto get around in Istanbul.

ElectricityThe mains voltage for electricity is 220V and 50Hz.Central European two-pin round-prong plugs that fitinto recessed wall sockets are standard in Turkey.

LanguageThe official language is Turkish. English is Turkey'ssecond widest spoken language and you will easilyfind English speakers in the major cities. Germanis also widely spoken. Restaurant menus andother information for foreigners are often printedin English.