International Fishmeal and Fish Oil Organisation 2012 Annual Conference Istanbul, Turkey 29th October – 1st November

Communications for a World Class Industry

Conference brochure

Sponsors

President's invitation This year our conference is being held in Istanbul, one of the world’s most ancient cities and where East meets West. We could not wish for a more colourful and historic 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 of ideas and information, and business networking. We hope you will also find time to see a little of this fascinating city and make the most of the social program we have arranged. Our theme this year is “Communications for a World Class Industry”. We should be very proud of the progress our industry is making and our contribution to global food security. The importance of fishmeal and fish oil in land animal, fish and human nutrition is well established but there are opportunities to improve in getting our 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 increasing competition. Our invited speakers will cover aspects of nutrition and environmental contribution, but also their perspective on how best to communicate with target audiences. We hope delegates will leave the conference with not only a reminder of the benefits of fishmeal and fish oil but also a clear understanding of 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 Jensen IFFO PRESIDENT

Who attends? The IFFO annual conference is the only one of its kind and a 'must' for the world's producers of fishmeal and fish oil, their customers and industrial partners. The IFFO audience consists of key decision makers including the world’s largest fishmeal and fish oil manufacturers, traders and shippers, agricultural and aquacultural 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 and for networking - if you are involved in the fishmeal, feed, or fish oil business, or in their associated supply chains, this is the event for you.

Conference programme

Participation Category

SUNDAY 28 OCTOBER 16:00 – 18:00

Registration - for collection of documentation

Hotel Lobby

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Hotel Lobby Convention Center, Upper Flr Convention Center, Upper Flr Meet in Hotel Lobby

D B B D

Meet in Hotel Lobby Convention Center, Upper Flr Convention Center, Upper Flr

C A B

Convention Center, Upper Flr Asya Convention Center, Upper Flr Convention Center, Upper Flr

A E D D

Convention Center, Upper Flr

B

MONDAY 29 OCTOBER 08:30 09:30 15:00 18:45

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15:00 12:30 17:45 21:30

Registration - for collection of documentation Opening Session * Afternoon Session * Welcome Reception

TUESDAY 30 OCTOBER 09:00 - 13:00 09:30 - 12:30 15:00 - 18:00

Companions' Tour Market Forum I * Technical Meeting *

WEDNESDAY 31 OCTOBER 09:30 13:30 19:30 20:30

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12:30 17:30 20:30 01:00

Market Forum II * Management Board Cocktail Reception Gala Dinner

THURSDAY 1 NOVEMBER 10:00 – 12:30

Closing Session *

PARTICIPATION CATEGORY

CONFERENCE LANGUAGE

A Registered producer and premium associate members of IFFO only B All registered delegates C All registered companions D All registered delegates and companions E Members of the IFFO management board only

The main language for the conference is English. Provision has been made for simultaneous interpretation into Spanish, Chinese and English for the main sessions and meetings as indicated by * in the conference programme.

This year you can view the programme and other conference information on your mobile. Simply scan the QR code opposite or go to m.twoppy.com/iffo2012 from your mobile. For Apple customers, download from the App Store: http://bit.ly/wuyTdG and once downloaded search for IFFO 2012.

Key Sessions

MONDAY 29 OCTOBER OPENING SESSION 09:30 - 09:40 09:40 - 10:00 10:00 - 10:30 10:30 - 11:00 11:00 - 11:30 11:30 - 12:00

12:00 - 12:30

President’s Address Nils Christian Jensen, IFFO President, Denmark Welcome and Opening Remarks Andrew Mallison, Director General, IFFO, U.K. Fish Farming and Global Food Security Ole Eirik Lerøy, Chairman, Marine Harvest ASA, Norway Getting the message across Mari Espedal, Group Communications Director, Skretting, Norway Coffee Break Turkish aquaculture trends Hasan Girenes, President of Agriculture, Livestock and Aquaculture Division, Yasar Group, Aquaculture Association of Turkey Questions and Answers 1 including an interactive 'Ask the Audience' opportunity

AFTERNOON SESSION 15:00 - 15:40 15:40 - 16:00 16:00 - 16:30 16:30 - 17:15

17:15 - 17:45

The economic outlook for agriculture and fisheries Pierre Charlebois, Consultant with the OECD and FAO, Canada A retailer view of responsible aquaculture Ally Dingwall, Aquaculture & Fisheries Manager, Sainsbury’s Supermarkets Ltd, U.K. Coffee Break 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. Questions and Answers 2 including an interactive 'Ask the Audience' opportunity

THURSDAY 1 NOVEMBER CLOSING SESSION 10:00 - 10:30 10:30 - 11:00 11:00 - 11:30 11:30 - 12:15 12:15 - 12:30

Communication challenges throughout the supply chain Ellen Schutt, Communications Director, GOED, U.S.A. The business benefits of social responsibility Candida Barbato, Programme Leader - Food and Farming, Ethical Trading Initiative, U.K. Coffee Break TIDES of Change - Five disruptive forces shaping the new world of work Dean van Leeuwen, Co-Founder, TomorrowToday, U.K. 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, the world’s largest aquaculture company with operations in 21 countries. He is former CEO of Lerøy Seafood Group (1991-2008), the world’s second largest salmon producer. Mr. Lerøy has been actively involved in national and international industry organisations such as being Chairman of the Norwegian Seafood Federation, Chairman of the Norwegian Seafood Council and member of the Executive Committee of the International Groundfish Forum. He is a Norwegian citizen and lives in Bergen. Fish farming and global food security Farmed salmon fits perfectly into megatrends such as human health/aging population, 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 intense attention from consumers, retailers, authorities, press and NGOs with regards to sustainability, food safety and traceability. As the global leader in production of farmed salmon, Marine Harvest provides customers all over the 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 success story continues into the future. The presentation will give an insight into Marine Harvest’s requirements for fishmeal 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 in 2011. Before joining the fish feed industry, she held various leading branding and communication positions in other international industries such as medical equipment, oil & gas and design/china. She has an executive MBA in Brand Management from the Norwegian School of Economics and Business Administration as well as a Master of Management program in Innovation and Commercialisation from the Norwegian Business School. She also holds a university degree in journalism. Having a long track record in branding – combined with her innovative and dynamic mind set – she is also recognised for sharing her knowledge and leadership skills in different networks, including the executive MBA Branding network in Norway. Mari S. Espedal has received several national awards for her work within strategic branding and innovative communication concepts, such as; Marketer of the year, Most beautiful book of the year, Norwegian Design Council’s award for Design Excellence and also their prestigious Honours Award for Design Excellence. Getting the message across How to get a consistent message across in a dynamic world of constant change? Add on Skretting’s presence in 16 different countries on all continents – all with different local cultures and different market needs – and the challenge becomes even more complex. We need to look for simplification when communicating our products, services and business strategies on a global arena. To get through with the message – the brand building – we need to find a common communication platform that works internally. Then we need to work on the internal ownership and mind set 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 key elements in strategic communication.

Speakers Hasan Girenes Born in 1960, Hasan Girenes graduated Ege University Agricultural Engineering and has a master’s degree in Fisheries. Mr. Girenes has been serving Yasar Group in Turkey for 25 years starting as Production 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 Chairman of Izmir Seafood Farmers and Producers Association and Assembly Member of Aegean Region Chamber of Industry (EBSO). Mr. Girenes also is a member of the Board of Trustees in Yasar University. Turkish aquaculture trends As the world is projected to be much more crowded and wealthy in 2050’s, feeding all these mouths would require raising overall animal protein production by at least 70%. Aquaculture has been growing at three times the rate of world meat production since 1950s. Besides, most wild fisheries are being overexploited. Nearly half the seafood consumed in the world today is farm-raised. So fish farming is a key way to meet the demand in a world hungry for protein. The Turkish seafood industry is still immature, allowing many opportunities for new product development and branding. Today, Turkey is a powerhouse in European fish farming as Europe’s 2nd largest producer of seabass and 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 the strongest players in the world.

Pierre Charlebois Pierre Charlebois qualified with a Master’s degree in economics from the University of Ottawa, Canada and has more than 30 years of experience in economic analysis, outlook and modelling of agricultural markets. Pierre has been heavily involved in the creation, update, revision and use of the OECD AGLINK model since 1990 and has been Chair of the OECD Commodity Group Meeting over the last seven years. He has recently developed, for the FAO, the model and outlook of the world market of fishery, fishmeal and fish oil. He has been involved in numerous economic analysis of agricultural and biofuel policies, trade agreements and trade disputes. The economic outlook for agriculture and fisheries In 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 any significant weather-related shortfall in production (Europe in 2010 and USA in 2012) is putting upward pressure on crop prices. With the much stronger link to the energy sector caused by the large increase in biofuel 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 pressure on demand for fish and seafood products. The upward pressure on demand for fishmeal and fish oil is even stronger 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. As a member of the Sustainable and Ethical Sourcing team, Ally has responsibility for Sainsbury’s fish sourcing policy. Ally qualified with a degree in marine biology from Heriot-Watt University and has worked with fish for over 20 years. Prior to joining Sainsbury’s he worked for Huon Aquaculture in Australia where he was General Manager for Value Added Processing and has worked for Uniq plc, Pinneys of Scotland and Marine Harvest in a variety of production, technical and procurement roles. A retailer view of responsible aquaculture Approximately half of all fish and seafood sold by Sainsbury’s is sourced from aquaculture. 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 and ultimately in a sustainable manner in line with Sainsbury’s business commitment to Source with Integrity and our 2020 CR targets. The presentation will highlight the key elements of our aquaculture sourcing strategy with particular 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 and conservation. He teaches graduate and undergraduate courses in environmental science, conservation and quantitative population dynamics. He has received the Volvo Environmental Prize, the American Fisheries Societies Award of Excellence, The Ecological Society of America’s Sustainability Science Award and the American Institute of Fisheries Research Biologists Outstanding Achievement Award. He is a Fellow of the Washington State Academy of Sciences, the Royal Society of Canada and the American Academy of Arts and Sciences. Status of world fisheries and the environmental impact of fisheries and alternative food production The status of world fisheries is highly variable from region to region. Many of the most important fisheries in the world are well managed, and quite sustainable; in other fisheries overexploitation continues and for many places current fishing practices are not sustainable. I will summarize the global picture and what we know and do not know. When we examine the environmental impact of wild capture fishing compared to livestock we find that protein from fish comes at considerably lower environmental cost. A striking result for fisheries producing fishmeal and fish oil is the very low carbon footprint - indeed such fisheries produce food at a lower carbon 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 public relations and communications strategy for industry and consumer outreach. Schutt created Nutraceuticals World, a leading industry magazine, and is an expert on the natural products supply chain, manufacturing, channels, markets, ingredients and issues. Since 2006, she operated Schutt Solutions, a consulting business, and was a partner in LaunchNatural, which helped launch high growth natural product companies in the United States. Communication challenges throughout the supply chain Suppliers and manufacturers in all facets of the omega-3 business face challenges around the communication of product benefits, ongoing scientific developments and company philosophy on issues like sustainability and quality. Ellen Schutt will discuss the importance of communicating with the ultimate customer, the consumer, and talk about the differences between the omega-3 user and non-user and how they look for health information. She will also discuss communication tools that GOED has set up for its members to help them become better communicators.

Candida Barbato Candida Barbato leads the food and farming programme for the UK’s Ethical Trading Initiative (ETI). She works with businesses, NGOs and trade unions to improve 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 a range of industries, including horticulture and apparel. Prior to joining ETI, she worked as a partner for Acona (a UK corporate social responsibility consultancy) and as a strategy and corporate development consultant for various EU and US companies. Candida holds an MBA, and honours degree in economics. The business benefits of social responsibility The 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 sustainability agenda and managing their own risks. The global debate has now widened, with key players looking at the social impact of this sector. There are a number of initiatives being developed, specifically to address these issues. This presentation 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 into sustainability programmes, and provides some concrete examples of how worker and commercial benefits can be mutually reinforcing.

Speakers Dean Van Leeuwen Dean is the co-founder of TomorrowToday, an organisation that inspires leaders to think about their people and their industry differently, how to explore new opportunities, and shows them how to be more successful in tomorrow’s changing world. Dean has over 20 years experience in marketing, operations management, innovation and strategic planning. He runs executive education programs and lectures at prestigious academic institutions around the world including - London Business School, Henley Management College, Duke University and the Indian School of Business. Strong international demand for Dean’s expertise has seen him deliver keynote speeches across five continents and consult to leading organisations 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 a book called “The New Business SCRIPTS - how to build organisations fit for the future” due to be published in 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 work The recent financial crisis has been more than just an economic downturn. Major shifts are taking place in almost every industry around the world as new rules for success and failure are being written. To be successful in these turbulent times, it is vital for organisations and individuals alike to understand the forces that are shaping the near future. Uncertainty is causing paralysis in many industries, and the antidote is not a crystal ball or bravado. Rather, it is the quiet confidence that can come with understanding the ebb and flow of key defining forces in the world outside your immediate industry. The TIDES of Change is a guaranteed paradigm shaker and conversation starter as you and your team develop your strategies.

Social programme WELCOME RECEPTION

GALA DINNER

Monday 29 October Buses from 18:45

Wednesday 31 October from 19:30 to 01:00

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

The final high point of our social programme, the Gala Dinner, is glamorous and sophisticated. Taking place at the Hilton Istanbul, we invite you to a magical Ottoman night with pre-dinner cocktails and Turkish delicatessen on arrival. You will then take your seat in the dining hall for a fine evening of sumptuous food, wines and traditional Turkish entertainment. The evening will continue into the small hours with dancing and partying on our last night together in Istanbul!

Steeped in history, this ancient cusp of world trading sets the background for an evening of culinary delight, plenty of atmosphere and an unforgettable experience. Showcasing the many cultural influences that made this city the centre of the ancient world together with its vibrant contribution to the new, the evening will reflect the spirit of unity and you will leave feeling refreshed and inspired!

COMPANIONS' TOUR Byzantine & Ottoman Relics Tuesday 30 October from 09:00 to 13:00 The first stop will be at The Blue Mosque, one of the most famous monuments of Turkish and Islamic art and an example of classical Turkish architecture. The tour will then continue to the Roman Hippodrome to see the Serpentine Column and the Egyptian Obelisk followed by Hagia Sophia, a great architectural beauty and an important monument both for Byzantine and for Ottoman Empires. Once a church, later a mosque, and now a museum of the Turkish Republic, the Hagia Sophia has always been the precious of its time. Following will be a visit to Basilica Cistern, the largest of several hundred ancient cisterns that lie beneath the city of Istanbul. The tour will finish with a visit to the Grand 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 Istanbul As 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 turn you 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 not only divides the city, but is where East meets West. Combining the unique flavours of European, Mediterranean and the Middle East, cuisine in Istanbul is a varied 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 and of course its unique museums. Napoleon Bonaparte once said, “If the world was a single country, Istanbul would be the capital of it’’.

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

Useful information Time Zone Turkey has one time zone which is GMT + 2 hours.

Currency The Turkish lira (TRY) is the currency of Turkey. Banknotes come in 200, 100, 50, 20, 10 and 5 lira denominations. Don’t accept any notes that have lots of zeros on them as this old currency is no longer valid. Coins come in 1 lira and 50, 25, 10, 5 and 1 Kuruş.

Banking Banks 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 on religious or national holidays. However, some bank branches in big shopping malls have longer working hours and are open during weekends also. Bank ATM’s can be found in many places including the airport.

Taxis Official licensed taxis are easy to spot as they are all bright yellow and have the word taksi displayed on the roof. The taxi plate number (and sometimes company logo) should also be clearly visible on the front doors and the roof.

To ensure you pay the official fare, you should get the taxi driver to switch on the digital meter (in all official taxis) which should be operating during the entire journey. You pay the fare as shown on the meter but if you cross the Bosphorus, the toll for the 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 rate in advance. If you can say your destination's name in Turkish or have it written down, taxis are the easiest way to get around in Istanbul.

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

Language The official language is Turkish. English is Turkey's second widest spoken language and you will easily find English speakers in the major cities. German is also widely spoken. Restaurant menus and other information for foreigners are often printed in English.