green fish proposal v6 dc

The Green Fish Initiative P R O P O S AL M a r c h 2 0 1 2

Endorsed by;

The Green Fish Initiative

P R O P O S A L M a r c h 2 0 1 2

By David Cooper

Technical Institute

A proposal

By David Cooper

Mahurangi

Technical Institute

March 2012

A proposal to bring

sustainability,

fair trade

principles and

improved animal

welfare

to the ornamental

fish trade.

The Green Fish Initiative PROPOSAL

2

Contents

Executive Summary 3

Green Fish Objectives 4

Anticipated Benefits 5

Rationale 6

Initiative Background 7

Funding Establishment Phase 9

Next Steps 9

References 10

Appendix “reference group” 11

Operational Plan 12

Budget 17

Proposed Agency Structure 19

Contact information 20


3

Executive Summary

Over the past 12 months, a conversation has emerged among people in

the conservation and aquarium industries regarding the ongoing survival

of freshwater fish species and the ornamental fish industry itself.

The desire to foster greater environmental responsibility and to be in-

step with sustainability-driven consumers has resulted in the proposal to

launch a high profile “fair trade/sustainable” quality assurance program

and brand. It is anticipated this initiative will significantly benefit not only

fish species themselves but many related sectors.

The aim is simple: to establish a global “green label” brand for freshwater

ornamental fish. The green label – possibly called ‘Eco Fish’ or ‘Green

Fish’ – will assure purchasers that fish sold under the brand have been

collected or bred sustainably, and handled according to agreed ethical

standards throughout the supply chain. Consumers will also be assured

that local communities involved in the collection or production of

ornamental fishes have been fairly treated.

This proposal provides an overview of the initiative developments, an

Operational Plan and an invitation to become involved.

Your feedback and support is warmly welcomed.


4

Green Fish Objectives

1. Creation of an eco-friendly, trusted brand

The creation of a trusted brand for ornamental fish will allow

consumers to choose fish that meet conservation, fair trade and

animal welfare criteria. Definition of those criteria and at exactly

what level form part of the stakeholder consultations to be a key part

of the project development. Our aim is for 10% of the world’s

ornamental fish to be sold under the “green label” within 10 years.

2. Engaging and empowering consumers

End users usually have a strong emotional attachment to their

ornamental fish. Currently they have few, if any, reliable means to

determine whether their fish purchasing decisions are having a good,

bad or neutral effect on the environment and the fish species. They

have even fewer opportunities to learn about and contribute to

conservation and animal welfare initiatives relating to the species and

ecosystems to which they have an attachment.

We intend, via web site, to provide opportunities for purchasers of

these fish (who have after all already shown themselves to be

“conservation aware” by their purchasing choice) to access

information about their fish and conservation/welfare/fair trade

projects that relate to them and the ecosystem from which they

originated.

Opportunities for fish purchasers to donate to or otherwise support

these initiatives will be made available thus creating a pool of

potential supporters and an avenue for communication.

3. Long term conservation support

Once fully established the brand will produce an operating profit

which can be used to create a fund to which qualifying projects can

apply for support.


5

Anticipated widespread benefits

For conservation

• Discouragement of unsustainable practices

• Raising awareness of conservation issues

• Accessing and activating the goodwill of aquatic consumers to

the benefit of conservation projects

• Opportunities to tell good news stories and secure further

support for them

For animal welfare

• Opportunities to address ornamental fish welfare issues such as

handling and mortality rates along the supply chain

• The provision of an accredited supply chain assuring consumers

of good compliance

For the ornamental fish industry

• Opportunities to address widespread concerns among

consumers and environmentally minded legislators about

conservation and animal welfare issues relating to the

ornamental fish industry

• Opportunities for participating businesses to differentiate

themselves from "cowboy" operators

• Opportunities to access the rising Green (LOHAS, Ref 4)

marketplace


6

Rationale

There are approximately 1.5 billion live fish traded in the global

ornamental fish industry every year, equating to a retail value of over

US$6 billion p.a. (Ref.1). More than 4,000 species of ornamental

freshwater fish are traded internationally each year (Ref. 2). Some

estimates of the average mortality rates during collection and shipment

are as high as 50%, although complete loss of single shipments is also

common (Ref.3).

Over 90% of ornamental freshwater fish are captive bred but significant

numbers are still collected from the wild and farming practices often

leave potential for environmental degradation via livestock escapes and

water discharges. The wild collection represents a potential threat to

those wild populations of fish, in particular small, fragmented and

otherwise fragile populations especially given the strong industry

demand for newly discovered species – the conservation status of which

may be yet unknown. It also represents a unique conservation

opportunity.

Negative environmental outcomes from the ornamental fish industry

could potentially trigger serious opposition from the conservation, animal

welfare and fair trade sectors. There is, however, a growing commitment

to address these issues in a positive and constructive way.

The collection of wild fishes for the ornamental fish industry can create

significant economic benefits to whole regions and populations. This can

in turn provide a strong incentive for those involved in harvesting and

distributing fish to provide protection to the environment that supports

that fishery and as a consequence the other species that utilise that same

ecosystem. This is particularly effective when the harvested species is

abundant and can sustainably support a level of harvest and so not only

are there sustainability issues but also economic and “fair trade” issues to

consider.


7

Initiative background

Initial conversations began in November 2010 at the 4th International

Zoo and Aquarium Symposium in Chester, UK, titled ‘Global Freshwater

Fish Conservation: Linking In Situ and Ex Situ Actions’. The host

organisations were the IUCN, Species Survival Commission (SSC),

Freshwater Fish Specialist Group (FFSG) in conjunction with Wetlands

International (WI) and World Assoc. Zoos and Aquariums (WAZA).

There was a call at the symposium for interested experts to form a group

to look at the establishment of a sustainable marketing label for

ornamental fish. Interest was expressed by Scott Dowd, New England

Aquarium; Nicholas Tubbs, Wetlands International; Rajeev Raghavan,

Durrell Institute of Conservation and Ecology, University of Kent, UK –

based in India; and David Cooper, Mahurangi Technical Institute, New

Zealand.

In May 2011, David Cooper and Scott Dowd attended Aquarama, the

large aquarium industry trade show in Singapore. The idea of a

sustainable ornamental fish label was widely discussed with delegates

and generally well supported. A presentation on sustainable ornamental

fish was also delivered by Scott Dowd during the accompanying

conference.

Green Fish Reference Group formed

An email “Reference Group” was subsequently formed, consisting of

those who expressed interest at Aquarama plus other interested industry

individuals and organisations, including:

• fish exporters (trans-shippers)

• wild fish collectors

• ornamental fish industry consultants

• representatives of industry organisations

• aquatic veterinarians

• training organisations

• and an aquaculture industry accreditation company.

(Appendix of Reference Group members attached.)

Ideas were exchanged via email and a draft Operational Plan was

developed by David Cooper. In June 2011 this was circulated to the

Reference Group for comment.

Considerable support was expressed for the concept and general

direction. Suggestions were received and incorporated and additional

members were suggested and added to the group.


8

The general consensus is that this is an idea whose time has come and

subject to the finer details being agreed will receive widespread support.

There are perceived benefits to the industry as well as to the

environment and the fish.

The exchange of ideas continues to gain momentum. This document

contains the updated discussion document, incorporating the comments

and suggestions received to date.

Consideration given to aquatic plants

Richard Lansdowne (U.K. aquatic plant expert) and David Cooper met in

Auckland, New Zealand, in July 2011 to discuss incorporation of aquatic

plants into the Green Fish Initiative. Agreement was reached to include

aquatic plants for discussion in future stakeholder meetings, as they are

often traded in by the same companies that trade in ornamental fish.

Shaping the budget and timeframes

In August 2011, David Cooper met with a number of experts in fields

relating to the establishment of quality standards and verification

processes as well as website development and marketing. These

meetings have provided direction and accurate assessments of timelines

and budgets required for these processes.

A budget to match the draft plan for the initial three year development

phase and the first three years of actual operation has been produced

and is attached.


9

Funding the establishment phase

The Green Fish program will be self funding when fully operational.

However initial three-year establishment and another three years of

“nursery” costs need to be met.

We are seeking financial support from both the industry and

environmental sectors for the vital “seed money” required.

(See Budget attached.)

Next steps

1. Securing endorsements

Endorsement by one or more high profile and well respected global

conservation, environmental and/or animal welfare organisations will

be important in order to give the project credibility and to clearly

demonstrate the project goals. These should not be confused

(internally or in the public mind) with ornamental fish industry

organisations that may (and will) endorse the project. The latter

should certainly be recognised and valued but there needs to be

sensitivity to the possible public perception of “cronyism”. High level

endorsement will of course also help to attract funding.

2. Securing funding

It is possible that initial aspects – such as a stakeholder engagement

phase and a first round of consultative meetings – could proceed with

partial funding in place. However it is highly desirable that funding for

the entire project through to and beyond launch be secured at an

early stage to enable rapid momentum, security to those involved in

delivering the project, and stakeholder confidence.


10

References

1.INFOFISH International 3/2005 Tarlochan Singh. Chief of Technical Advisory Services, INFOFISH [email protected]

2.Whittington RJ, Chong R. 2007. Global trade in ornamental fish from an Australian perspective: The case for revised import risk analysis and

management strategies. Previews of Veterinary Medicine. Epub ahead of print. http://www.citeulike.org/user/sarahferriss/article/1296825

3.DRAFT CONSULTATION PAPER: International Trade in Aquatic Ornamental Species Background document SRG 42/8/a Prepared for the

European Commission Directorate General E - Environment ENV.E.2. – Development and Environment by the United Nations Environment

Programme World Conservation Monitoring Centre 2007

4. LOHAS is an acronym for Lifestyles of Health and Sustainability. It is used to describe a type of consumer and also the marketplace for

goods and services they seek. In Australia 12% of people are committed LOHAS consumers (leaders) with another 41% (leaners) who will

purchase based on LOHAS principles provided the cost is reasonable. Another 40% are classed as “learners” who could be convinced to buy

LOHAS goods and services with some convincing. Other western countries are similar or have even greater LOHAS market segments. - LOHAS

Insights©4, Publisher: Mobium Group Pty Ltd.ABN: 17 116 667 899


11

Appendix Email “reference group” membership as at 1 March,2011.

Name Representing / Interest E - Mail Dr. Alex Chang Qian Hu Corp

Fish exporters and farmers.

Singapore and rest of Asia.

Qian Hu is the only public-listed ornamental

fish company in Singapore

[email protected]

Dr.Alex Ploeg Ornamental Fish International (OFI)

International ornamental fish industry group. [email protected]

Heiko Bleher Wild fish collector and author. [email protected] Claudine Gibson Past Program Officer FFSG

Currently Auckland Zoo [email protected]

Dr Katalin Csatadi

Programme Officer IUCN/WI Freshwater Fish

Specialist Group

[email protected]

D.J.Price Member FFSG / Plymouth University. [email protected]

Dos O'Sullivan Dosaqua / NATI

Aquaculture industry consultant and

accreditation agency.

National Aquaculture Training Institute

(Australia)

[email protected]

Dr Richmond Loh Ornamental fish vet and aquatic animal

pathologist, Australia.

World Aquatic Veterinary Medical Association

[email protected]

Dr.Gerald Bassleer Ornamental Fish International (OFI)

International ornamental fish industry group.

[email protected]

Dr. Gordon Reid FFSG chair. [email protected]

Jeff Archer Group curator Oceanis Group of public aquaria. [email protected]

John Dawes Ornamental fish industry consultant. [email protected]

John Neo General Manager Eheim Asia. [email protected]

Keith Davenport Ornamental Aquatic Trade Assoc. UK

(OATA)

[email protected]

Dr. Michael Tlusty New England Aquarium [email protected]

Dr. Nicolas Tubbs Wetlands International [email protected]

Dr. Rajeev Raghavan Durrell Institute of Conservation and Ecology,

University of Kent, UK. based in India [email protected]

Dr. Richard Lansdown Aquatic plant expert. UK [email protected]

Dr. Rob Jones Ornamental fish veterinarian and vet to public

aquaria. Australia. [email protected]

Ryan Donnelly Cairns Marine.

Collectors and distributors of marine fish and

inverts. Australia.

Key in establishment of Reef Stewardship

Coalition.

[email protected]

Scott Dowd New England Aquarium [email protected]

Shane Willis Aquaculture industry consultant and

accreditation agency.

National Aquaculture Training Institute

(Australia).

Formerly at Aquarium Industries Ltd. Fish

importer and distributor.

[email protected]

Svein Fossa European Pet Union.

Author. [email protected]

[email protected]

Syed Abas Alattas Malaysian fish exporter. [email protected]


12

Draft Operational Plan

The Vision

To establish a widely accepted worldwide “green label” brand for freshwater

ornamental fish which assures purchasers that fish sold under this brand have

been collected or bred sustainably, and handled according to agreed ethical

standards at every step along the supply chain and that local communities

involved in the collection or production of ornamental fishes have been fairly

treated.

Outcome Required action Questions/notes Decide on a team of people

to drive the project and an

organisational umbrella for

it to operate under.

Email communication between interested

parties arising from (but not necessarily

limited to) the group from FFSG meeting

Chester 2010.

Meeting at Aquarama (Singapore) May

2011.

Communicate with FFSG and possibly

other umbrella organisations.

Actions to date; Attendance at Aquarama

and wide discussions with industry about

the concept. Universally well received.

Email “reference group” established

consisting of all from Aquarama who

expressed interest, key FFSG people plus

some from elsewhere with an interest.

Current membership = 22 representing

fish collectors, aquarium industry

organisations, fish exporters, public

aquaria, accreditation organisations and

environmentalists. This group has had

version one of this plan circulated for

comment (of which there has been much,

almost all positive) and has been a lively

and open forum for exchange of ideas.

Important to note; this “email reference

group” is not a formal steering group

although some members may

subsequently become part of that group.

V 1 circulated to members of FFSG for

comment. Some feedback received.

Largely positive.

David Cooper meeting with Gordon

Macgregor-Reid Auckland NZ (27 July) to

discuss next steps.

David Cooper ongoing consultation with

ornamental fish industry at all levels.

Feedback = enthusiastic.

Everybody needs to know who is involved,

roughly what they are doing, what their

expertise is, what their area of influence is and

so on.

Umbrella organisation needs to have strong

credibility, be independent (i.e. not an industry

body that could be perceived as having self

interest), be able to provide strong oversight

and aid in attracting significant funding to

finance start up phase.

It is entirely possible that there is more than

one “umbrella organisation”. Given the

environmental, animal welfare, humanitarian

and commercial aspects to the project there

would be many probable benefits in a “multi

agency” approach.


13

David Cooper attendance at ANGFA

conference Australis October 2011.

Engagement with aquarists, collectors,

wholesalers.

Formation of a steering

group to provide project

oversight.

Not unlike a board of

directors.

Likely participants = umbrella

organisation(s) reps. and reps. from major

stakeholder groups.

Decide on a formal name for

the project.

This can of course change

over time.

Alternate names suggested to date =

Eco-certified Ornamental Fish

Fair Trade Fish

Eco Fish

Green Fish

Decide on vision statement

and exactly what it is we

want to achieve.

Email communication between interested

parties arising from (but not necessarily

limited to) the group from FFSG meeting

Chester 2010.

Communicate with FFSG and possibly

other potential umbrella organisations.

Circulate DRAFT vision statement to likely

stakeholders in industry for comment.

Learn from others in other areas that are

involved in “green label ” or “eco-friendly”

products

=Input from the steering group

Elect a “champion”,

“committee chair”, “project

leader” whatever name fits.

Select an appropriate person with a

passion for “the cause” who will act as a

focus and “go to” for this project.

This person should have passion, ability,

industry connections, available time and

support facilities to devote.

They should be a good communicator and have

the ability to connect and sell the vision to

potential future stakeholders at all levels.

Above all this person is the “vision holder” and

the sales person for the whole program.

Possibly this is the point to consider this being a

paid position, perhaps with a part time start up

period.

Budget 3 years of

development and the first 3

years of operation.

Develop budget in light of the outcome of

previous steps and also in light of

potential funding available.

Attached

Apply for funding.

The scale and speed of the project will be

governed largely by the funds available.

Timing of action points set to match available

funds.

Stakeholder Engagement

A phase to desktop research AND visit in

person agencies delivering similar quality

assurance schemes in other industries to

learn what works and what does not.

Investigate instances where quality

assurance programs have been

undermined by narrow self interest

groups, identify possible groups who may

do this in ornamental fish industry and

develop strategies to discourage this.

Also to include liaison with ornamental

fish industry groups and major industry

players to canvas support and opinion.

At this stage it would be sensible to liaise

closely with the vestiges of the Marine

Aquarium Council (or past board

Marine Aquarium Council

Forest Stewardship Council.

Global G.A.P.

(Global Aquaculture Practice)

WWF

(Standards for responsible Tilapia aquaculture

and others).

Reef Stewardship Coalition.

Project Piaba

Marine Products Export Development Authority

(MPEDA), India

OFI, OATA, Singapore Ornamental Fish


14

members as appropriate) to see how their

program worked and where it failed.

Exporters Ass. Etc.

Others to add as available.

Create draft standard and

verification process. Creation of a draft will allow directed

discussion at future stages. This may or

may not change considerably in the final

form but it will certainly focus discussion

and shorten the overall process.

External agency.

Standards NZ ?

Create “writing group” Assemble a group of people

representative of the stakeholders.

Conservation groups (IUCN FFSG?), public

aquarium industry groups (WAZA?),

ornamental fish industry groups (OATA,

OFI ?), major fish distributors and trans-

shippers, major wholesalers and major

retailers.

Representation from independent

accreditation and auditing agency(s).

It is likely that this group could get unwieldy

very quickly.

Keep tight yet representative until a draft

document is produced which can then be

circulated to a wider audience for comment.

Appoint a writing group chair and secretary.

One of these positions is likely to be filled by

the “champion” noted above but not

necessarily.

Meeting(s) of writing group.

Suggestion is (and budgeting

based upon) 4 meetings at 6

monthly intervals (i.e.

spread over 2 years) in each

of; Singapore, Brazil, USA,

UK.

This allows meetings in each

of the major regions of the

world that participate in the

ornamental fish trade.

It is envisaged that

participants will fund their

own attendance at these

meetings. Allowance has

however been made in the

budget to fund the

attendance of key

participants who may not be

in a position to do so

themselves.

At each meeting;

Examine and assess “work to date”.

Review quality assurance proposals or

programs that already exist in the

ornamental fish arena regionally or

organisationally.

Review relevant welfare codes and codes

of practice.

Agree on scope, general outline and

content of “Green Fish” accreditation

program.

Review quality assurance programs in

other industry sectors that have a

conservation aspect, e.g. Forestry

Stewardship Council.

Review draft standard as presented at

each meeting and propose modifications

as appropriate.

What will it look like?

Is it practical?

Will it achieve the desired result?

Does it work for industry?

Who pays? How much?

Who operates the system?

Should MAC representative be invited to be

on the writers group?

Review current MAC accredited operators

independently of the management of MAC to

ascertain what worked and what did not from

a user viewpoint.

Appoint a chief writer.

Select person or organisation to create a

“Green Fish” program.

Likely to be same person/organisation as

used to create draft standard previously.

Standards NZ? NZ government owned

standards authority (ISO agency in NZ)

Create accreditation

program. Meetings of writing groups on a 6

monthly basis until agreement on draft

program met.

Define terms;

collected sustainably,

bred ethically,

treat fairly

handled ethically etc.

Another reason to keep writing group “tight”.

This is likely to be a major expense given the

international nature of the participants.

Comment; although modern communications

can limit costs the value of face to face

meetings should not be overlooked. The

building of trusting relationships, the collection

of data and information over and above what

people are prepared to put on paper and the


15

detection and addressing of objections are all

VITAL elements that require personal contact.

Details may be sorted out via email but

decisions are still made in person.

Create web site To be carried out by external contractor. Web site to support the project not only for the

purposes of communication and advertising the

message but also to allow fish purchasers to

register their unique fish shipment tracking

code and receive information about the supply

chain of that particular shipment of “green

fish”, information relating to conservation (etc)

initiatives relating to that species or its habitat

and opportunities to support those, access care

data for that species and opportunities to

donate direct to “green fish initiative”.

Send final draft of

accreditation program out

to a far wider group of

stakeholders for feedback.

Create list of potential stakeholders.

Nominations from within writing group;

internet “trawl”; industry associations.

Don’t allow too long for submissions (i.e. tight

close out date).

Serious and enthusiastic stakeholders will

respond promptly.

Review submissions and

incorporate appropriate

suggestions and changes.

Meeting of writers group to do perhaps

with invited submitters. Total document needs to be as succinct and

clear as possible with easily understood and

achievable criteria for “green fish” status whilst

still delivering the overall goals.

Approval of final

accreditation program. Umbrella organisation(s). Setting of “levy” structure and value.

Who pays and how much and when. This will

provide ongoing funds for program and ensure

ongoing financial sustainability.

Creation of delivery agency. Policies, people; procedures and

organisational structures will all need to

be developed.

A lot could be learned from MAC in this regard.

Some positions may be part time from non

central locations. Home offices? Shared offices

with other organisations?

External regional quality assurance agencies

under contract?

Creation of marketing and

communications

strategy/materials.

External contractors

Merchandising options?

Initial trial(s) of

accreditation procedures

with “friendly” companies.

Probably one wild collection company, one

trans-shipper, one wholesaler and one retail

chain.

Also one chain of public aquaria.

Assessment of trials and fine

tuning of any issues arising. Internal procedure with approvals from

umbrella organisation/board.

Creation of a “Supporters

Club” A club of interested persons (aquarists

and others) created to provide financial

support via subscriptions to the “green

fish” project.

These will need to receive regular

(quarterly?) newsletters (e mail?) and

other value for membership.

Merchandise available to members at

discounted rates?

Large membership will create news

stories for media and also a corps of retail

demand for green fish.


16

Release and promotion of

“green fish”. Press.

Industry media.

Trade shows.

Direct approach through networks (this is

likely to be considerable with contacts

through steering committee members,

writers group, wider consultative group,

industry group members.

Likely that roll out will be gradual and

controlled in order to keep manageable.

However we need to be prepared for the

possibility that this scheme takes off with a

bang.

Vital that right from the start there is a

complete supply chain (i.e producers,

distributors and retailers) of accredited

operators in place from the earliest date.

No point in encouraging people to “buy green

fish’ if there are none available and nowhere to

buy them.

Promotion to end users (the

fish keeping public). Press and other media.

Hobbyist groups.

Point of sale material.

Ongoing expansion. Continuing awareness campaign to keep

up public pressure on suppliers. Let’s aim for 10% of the world’s ornamental

fish being sold under the “green label” within

10 years.

"Green Fish" initiative. Budget to establish and launch. All listed in $NZ

10 Feb. 2012 NZ$1 = EURO 0.63; GBP 0.53; USD 0.83.

Item

Stakeholder Engagement Year 1

Year 2

Year 3

Salary project leader

70,000

140,000

155,000

180,000

Sundry office operating expenses

2,000

4,000

4,000

4,000

Communication costs (phone, mobile, internet)

2,000

4,000

4,000

4,000

Travel/accommodation

40,000

120,000

120,000

120,000

Secretarial support

30,000

60,000

60,000

90,000

Meeting costs "writers group"

80,000

80,000

2 meetings per annum in each region.

Asia/Pacific (Singapore), Europe (UK),

South America (Brazil), North America (USA).

Writing of Standard (contractor)

50,000

100,000

100,000

Consultancy - verification agency(s)

25,000

25,000

25,000

Consultancy - marketing and communication

35,000

45,000 55,000

Web site creation and administration

30,000

30,000

Creation of unique code tracking system.

30,000

30,000

Insurance

1000

2,000

2,000

5,000

Legal services

10,000

50,000

50,000

Accountancy services

5,000

10,000

10,000

Initial trials with "friendly companies"

50,000

Release and promotion

500,000

Misc. contingencies

5,000

40,000

45,000

50,000

Board of Directors expenses

20,000

40,000

40,000

40,000

Total

170,000 Total yr 1 615,000 Total yr 2 800,000 Total yr 3 1,343,000

Total project cost for 3 year establishment phase.

2,928,000


18

Budget estimate to operate GreenFish agency for first 3 years post launch.

Yr 1 post launch Yr 2 post launch Yr 3 post launch

Salary project leader

160,000

160,000

160,000

Salary admin support persons X 2 ($60k pa)

120,000

120,000

120,000

Travel expenses

80,000

80,000

80,000

Office expenses

80,000

80,000

80,000

Insurance

10,000

10,000

10,000

Legal services

50,000

10,000

10,000

Accountancy services

10,000

10,000

10,000

Web site maintenance.

10,000

10,000

10,000

Promotional expenses for program

200,000

200,000

200,000

Misc. contingencies

50,000

50,000

50,000

Board of Directors expenses

40,000

40,000

40,000

Total costs

810,000

770,000

770,000

Projected income streams

"Green Label" operator licencing

20,000

100,000

200,000

Royalties

50,000

150,000

250,000

Web site advertising

20,000

100,000

150,000

Direct donations (supporters club etc)

0

50,000

100,000

Profits from product merchandising

5,000

15,000

30,000

Total projected income 95,000

415,000

730,000

Operating Profit/Loss -715,000

-355,000

-40,000

Total external agency financial support required.

Total establishment costs years 1, 2 and 3.

2,928,000

Plus operating losses years 1 and 2 post launch

-1,110,000

Total $NZ

4,038,000

10 Feb 2012 = Euro 2,508,436; GBP 2,106,799; USD 3,331,699

GreenFish Agency

Proposed structure for consultation, to date (March 2012)

Unique ID (barcode) issued

at earliest point in supply chain possible.

Ornamental Fish wholesale

supplier/transhipper

Unique ID (barcode) accompanies fish along

supply chain.

Wild fish

collection Farmed

Fish

Ornamental Fish retailer

Unique ID (barcode)

accompanies fish from retailer.

GreenFish

Agency

Operational

office plus

stakeholder

board direction.

Brand

promotion.

Create and own

standard.

Independent

external

standards

auditing

agency(s)

Approved audit

agencies selected

(from approved

list) and paid by

users.

End user Unique ID (barcode) + customer

information entered on website.

GreenFish website

Advertising opportunities.

Approved

external

agency

projects

GreenFish

Club

Merchandising.

Advertising.

Newsletter.

Lobbying.

Management/Information/$

Management/Information/$ Information

GreenFish

Charitable

Trust

$

Approved

conservation

projects

$

$ royalty or

membership fees.

Wholesaler auditing of farmers

and collectors. Checked as part of

wholesaler audits.

Supply chain history, fish care

information, conservation

information

Opportunities to link to and support

projects.

Automatic joining of

GreenFish Club.

Governance

“Board of

Directors”

20

We warmly welcome your feedback and support

A Green Fish accreditation program will benefit more than one

sector. It is therefore essential that all potential stakeholders are

involved and represented f

opportunities to provide quality governance.

We welcome your feedback, questions, and recommendations

during this and future development phases.

Your financial support is also warmly invited to ensure the success

of the initial three year development and launch phases.

Contact David Cooper

Special Projects Manager

Mahurangi Technical Institute

PO Box 414, Warkworth, New Zealand

Phone +64 9 425 8493

+64 21 993 272 (mobile)

[email protected]


We warmly welcome your feedback and support

A Green Fish accreditation program will benefit more than one

sector. It is therefore essential that all potential stakeholders are

involved and represented from the beginning, including

opportunities to provide quality governance.

We welcome your feedback, questions, and recommendations

during this and future development phases.

Your financial support is also warmly invited to ensure the success

l three year development and launch phases.

Special Projects Manager

Mahurangi Technical Institute

Warkworth, New Zealand

+64 9 425 8493 or +64 9 425 8934 (DDI)

+64 21 993 272 (mobile)

[email protected]


green fish proposal v6 dc

Documents