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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
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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
The Green Fish Initiative PROPOSAL
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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.
The Green Fish Initiative PROPOSAL
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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.
The Green Fish Initiative PROPOSAL
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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
The Green Fish Initiative PROPOSAL
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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.
The Green Fish Initiative PROPOSAL
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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.
The Green Fish Initiative PROPOSAL
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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.
The Green Fish Initiative PROPOSAL
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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.
The Green Fish Initiative PROPOSAL
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References
1.INFOFISH International 3/2005 Tarlochan Singh. Chief of Technical Advisory Services, INFOFISH infish@tm.net.ny
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
The Green Fish Initiative PROPOSAL
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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
alexchang@qianhu.com
Dr.Alex Ploeg Ornamental Fish International (OFI)
International ornamental fish industry group. secretariat@ofish.org
Heiko Bleher Wild fish collector and author. aquapress@aquapress-bleher.com Claudine Gibson Past Program Officer FFSG
Currently Auckland Zoo Claudine.Gibson@aucklandcouncil.govt.nz
Dr Katalin Csatadi
Programme Officer IUCN/WI Freshwater Fish
Specialist Group
k.csatadi@chesterzoo.org
D.J.Price Member FFSG / Plymouth University. D.J.Price@plymouth.ac.uk
Dos O'Sullivan Dosaqua / NATI
Aquaculture industry consultant and
accreditation agency.
National Aquaculture Training Institute
(Australia)
dos@dosaqua.com.au
Dr Richmond Loh Ornamental fish vet and aquatic animal
pathologist, Australia.
World Aquatic Veterinary Medical Association
thefishvet@gmail.com
Dr.Gerald Bassleer Ornamental Fish International (OFI)
International ornamental fish industry group.
gerald@bassleer.com
Dr. Gordon Reid FFSG chair. gordonr@chesterzoo.org
Jeff Archer Group curator Oceanis Group of public aquaria. jarcher@oceanisgroup.net
John Dawes Ornamental fish industry consultant. john@jvdawes.net
John Neo General Manager Eheim Asia. john.neo@eheim.asia
Keith Davenport Ornamental Aquatic Trade Assoc. UK
(OATA)
keith@ornamentalfish.org
Dr. Michael Tlusty New England Aquarium mtlusty@neaq.org
Dr. Nicolas Tubbs Wetlands International Nicolas.Tubbs@wetlands.org
Dr. Rajeev Raghavan Durrell Institute of Conservation and Ecology,
University of Kent, UK. based in India rajeevraq@hotmail.com
Dr. Richard Lansdown Aquatic plant expert. UK rlansdown@ardeola.demon.co.uk
Dr. Rob Jones Ornamental fish veterinarian and vet to public
aquaria. Australia. rob@theaquariumvet.com.au
Ryan Donnelly Cairns Marine.
Collectors and distributors of marine fish and
inverts. Australia.
Key in establishment of Reef Stewardship
Coalition.
ryan@cairnsmarine.com
Scott Dowd New England Aquarium sdowd@neaq.org
Shane Willis Aquaculture industry consultant and
accreditation agency.
National Aquaculture Training Institute
(Australia).
Formerly at Aquarium Industries Ltd. Fish
importer and distributor.
swillis3@bigpond.net.au
Svein Fossa European Pet Union.
Author. sfossa@online.no
secretariat@eponet.org
Syed Abas Alattas Malaysian fish exporter. syed.alattas@yahoo.com
The Green Fish Initiative PROPOSAL
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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.
The Green Fish Initiative PROPOSAL
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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
The Green Fish Initiative PROPOSAL
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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
The Green Fish Initiative PROPOSAL
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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.
The Green Fish Initiative PROPOSAL
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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
The Green Fish Initiative PROPOSAL
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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)
david@mti.net.nz
The Green Fish Initiative PROPOSAL
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)
david@mti.net.nz
The Green Fish Initiative PROPOSAL