Farmed Salmon Industry Puts Sustainability Before Competition to Meet Record Consumer Demand

 Farmed Salmon Industry Puts Sustainability Before Competition to Meet Record
                               Consumer Demand

  PR Newswire

  BOSTON, March 18, 2014

BOSTON, March 18, 2014 /PRNewswire/ --

Today at the Seafood Expo North America in Boston, the Global Salmon
Initiative (GSI), along with World Wildlife Fund (WWF), the Food and
Agricultural Organization (FAO) of the United Nations (UN) and Rabobank, will
join together for the first time in the US to demonstrate how the global
farmed salmon industry is leading the way in changing current aquaculture
business practices to ensure a sustainable future for the industry.

To view the Multimedia News Release, please click:

http://www.multivu.com/mnr/65032-global-farmed-salmon-industry

The US is the largest consumer by country of farmed salmon worldwide,
consuming more than 282,000 tons in 2013. In fact, consumer demand for farmed
salmon has increased by over 14 percent in the last 5 years in the US alone,
and is showing no signs of slowing down.Global demand for salmon has increased
even quicker, doubling in the last decade, and is set to double again by 2020.

The Pathways   to   Sustainability   Seminar intends to set an example
of how cooperation among seafood industry members can lead to sustainable
development and can be replicated across other industries. Many business
leaders believe a significant change in current business practices is the only
way for the industry to meet its market potential and future global consumer
demand for salmon. GSI executives meeting in Boston with global sustainability
leaders are today announcing their commitment to put sustainability before
competition, in order to pursue a unique model of environmental cooperation as
a driver for their industry's success.

"It is extremely rare to see CEOs -- who are usually competing fiercely for
market share -- joining together to address challenges around sustainability,"
said Jason Clay, senior vice president of market transformation for WWF. "This
type of bold, collective action in the farmed salmon sector is what's needed
across all food commodities if we ever hope to feed nine billion people while
preserving biodiversity."

During the seminar on March 18, leaders from GSI and the expert panel will
review the initial results of the GSI cooperation model, and discuss how
industry collaboration can translate into industry improvements. In turn,
providing a sustainable solution, both economically and environmentally, to
the world's growing demand for high protein foods.

At the forefront of change in the aquaculture industry, GSI was formed to help
change current business practices and has focused on a model of environmental
cooperation as a driver for industry success.

"The companies active in GSI recognize that sustainability is commercially
sensible, and by making a public commitment to sustainable practices, they are
helping to embed sustainability as a strategic driver of long-term success,"
said Jeroen Leffelaar, Rabobank Global Animal Protein Co-head.

GSI has chosen three priority areas where it intends to translate the workings
of the model into significant industry improvements. GSI's specific priorities
include:

  *Having all member companies certified by the Aquaculture Stewardship
    Council (ASC) Salmon Standard by 2020. To date, GSI members have had their
    first three farms certified - a testament to the success of this unique
    model
  *Focusing on biosecurity - primarily sea lice and disease management -
    where member companies are using knowledge transfer as a means of
    generating improved management practices
  *Working with industry partners to secure sustainable sources of feed to
    meet growing demand

"As individual companies we can work as hard as we want at improving our
operations to support sustainable growth, but due to the nature of our
business we are inherently affected by the actions of neighbors and fellow
companies," said Jon Hindar, Co-chair of GSI and CEO of Cermaq. "By focusing
instead on cooperation and collaboration we are seeing that progress can be
made on a much wider scale, and at a much quicker rate."

ABOUT   GSI

The Global Salmon Initiative (GSI) is a leadership initiative established in
2013 by global farmed salmon producers focused on making significant progress
on industry sustainability. GSI is committed to fully realizing a shared goal
of providing a highly sustainable source of healthy food to feed a growing
global population, whilst minimizing our environmental footprint, and
continuing to improve our social contribution.

GSI member companies include Bakkafrost; Blumar; Cermaq; Compañía Pesquera
Camanchaca; Empresas AquaChile; Grieg Seafood; Lerøy Seafood Group; Los
Fiordos; Marine Harvest; Norway Royal Salmon; SalMar; Multiexport Foods SA;
The Scottish Salmon Company; and Scottish Sea Farms. GSI companies have a
presence in Chile, Canada, Norway, the Faroe Islands, Ireland and Scotland,
and make significant contributions to the economies of these respective
countries.

Further information may be received by contacting the GSI secretariat, AXON,
at GSI@axon-com.com or by visiting http://www.globalsalmoninitiative.org .
Follow GSI on Twitter @GSI_Salmon .

ABOUT   ASC

ASC is the acronym for the Aquaculture Stewardship Council, an independent
not-for-profit organization. The ASC was founded in 2010 by WWF and IDH (Dutch
Sustainable Trade Initiative) to manage the global standards for responsible
aquaculture, which are developed by the Aquaculture Dialogues, a program of
roundtables initiated and coordinated by WWF. The ASC aims to be the world's
leading certification and labeling program for responsibly farmed seafood. The
ASC is a global organization working with aquaculture producers, seafood
processors, retail and food service companies, scientists, conservation groups
and the public to promote the best

environmental and social choice in seafood. The ASC's aquaculture
certification program and seafood label recognizes and rewards responsible
aquaculture.

REFERENCES

Available on request.

Media   contacts: Sophie Ryan                 AXON
Communications +44(0)7809-390-664 sryan@axon-com.com Jill Moors AXON
Communications +44(0)203-595-2415 jmoors@axon-com.com

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