Fishermen

BETTER.

Proud to

Fisherman’s Daughter

This image is about to change thanks to a family of fishermen

from Guaymas (Sonora, Mexico) that decided to catch shrimp

in an ecologically friendly fashion.

Fisherman’s Daughter shrimp, promoted by CleanFish, gives

the Gulf of California shrimp industry an example of how to catch shrimp responsibly:

with higher catch values, lower fuel consumption and reduced

ecosystem impacts.

New, Sustainable Shrimp

On the SpotWild shrimp harvested in the Gulf of California (Mexico) is famous for its high quality and delicious taste.

Nevertheless, antiquated technologies and harmful fishing gear used by most of the regional fleet have earned the Gulf of California shrimp industry the image of an environmentally destructive, unsustainable fishery.

CATCH SHRIMP.[ [

Fisherman’s Daughter shrimp is caught by vessels using methods that are remarkably different from those used by the rest of the fleet in the Gulf of California – Mexico’s most important fishery region and a global center for biological diversity.

between Fisherman’s Daughter and the rest?

What is the real difference

THE DIFFERENCE.MAKING

Fisherman’s Daughter issustainable shrimp.

Spectra® nets using weights not heavier than 30 Kg per net combined with small (3m2 instead of 5m2) hydrodynamic steel trawl doors (NET Systems, Inc®) that maximize the spreading of nets while reducing the “plowing effect” on the seabed up to 60% (45kg instead of 360kg).

Reduced impact to theseabed

1

Reduced gear weight and water resistance cut fuel consumption by up to 50% during trawling operations.

Reducedconsumption

fuel2

a)e)

b)

d)c)f)

a) ”Super Shooter’’ turtle excluder device.

d) Spectra® nets.

b) ‘‘Fish Eye’’ bycatch reduction device.

c) Steel chain not heavier than 30Kg withmaximum caliber of 5/16”.

e) Progressive reduction in mesh size alongthe net body from 4” up to ¼”.

f) Hydrodynamic galvanized steel trawl doors.

THE DIFFERENCE.

Fisherman’s DaugtherGEAR.

sustainable shrimp.

Reduced gear weight and water resistance cut fuel consumption by up to 50% during trawling operations.

The progressive reduction in mesh size along the net body (from 4” up to 1/4”) allows the escape of small shrimp and other organisms.

In addition, two “Fish Eye” fish excluder devices per net are used during the entire catch along with turtle excluding devices (TED).

The result is less shrimp damaged by compaction, reduced catch sorting times, and 60% lower bycatch volumes.

Highly selective gear that reduce bycatch

3

Vessels producing Fisherman’s Daughter shrimp during the 2007-2008 season have on board observers verifying the continuous use of this technology, as well as the full observance of official Mexican standards for shrimp fisheries (NOM-002-PESC-1993 and its later modifications).

Vessels also operate with a Stand-Alone Catch Registration System® designed by De Haan Automatisering, allowing a real-time catch registration and full traceability from fishing grounds to disembarcation points.

Real traceability4

This brand is the result of the commercial partnership formed by CleanFish and Sonoran fishing company Pesquera Delly. Both participate in the Sustainable Shrimp Initiative, funded by the David and Lucille Packard Foundation and the Walton Family Foundation.

The initiative aims to transform the shrimp trawl fishery in the Gulf of California through the adoption of better fishing practices and the creation of new market opportunities for responsibly harvested wild shrimp.

Pesquera DellyMexican fishing company owned by the Valdez - Cervantes family, convinced of the need of adopting better practices and sustainability principles for ensuring the future of this activity. This family used four of its vessels during the 2007-2008 shrimp-fishing season.

CleanFishMarketing company specializing in safe and sustainable seafood, deliveringthe shrimp production from Pesquera Delly under the Fisherman’s Daughter brand.

Sustainable Fisheries PartnershipOrganization dedicated to maintain healthy ocean ecosystems, enhance fishing livelihoods and secure food supplies by tapping the power of the private sector. It ensures the credibility of the selected production method, selects the traceability systems used and trains crews in their proper use.

World Wildlife FundOrganization committed to the conservation of species and spaces and the promotion of the sustainable use of natural resources. It provides overall administrative and logistical coordination for the Sustainable Shrimp Initiative.

Sustainable Fisheries Partnership423 Washington Street, 5th Floor, San Francisco, CA 94111www.sustainablefish.org

CleanFish42 Decatur Street, San Francisco, CA 94103 USAPh: (415) 626-3500www.cleanfish.com

Pesquera DellyCarretera al Varadero Nacional Lote 8. Sector Las Playitas. Guaymas, Sonora, Mexico 85480Ph: +52 (622) 221-5555

WWF Gulf of California ProgramBlvd. Beltrones 264, Local 3, Edificio Hacienda Plaza, San Carlos, Sonora, Mexico 85506Ph: +52 (622) 226-1892

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Fisherman’s Daughter is a true story of how fishing practices can significantly improve when responsible producers, environmental organizations and seafood marketers interested in safe products work together to promote the sustainable use of natural resources.

We intend to encourage new and more profitable markets for wild sustainable shrimp from the Gulf of California – providing the fishing community and the world with an example of how to keep our oceans healthy, improve fishermen’s livelihoods, and securing global food supplies for the future.

Our Sustainable Shrimp Initiative is a long-term endeavor. We believe that this revolutionary approach will make the difference.

Where does Fisherman’s Daughter come from?

For futher information,please contact us:

So far, participants of the Sustainable Shrimp Initiative are:

BETTER.

Proud to

CATCH SHRIMP.