ASC sets sights on Australia

THE Aquaculture Stewardship Council (ASC) has appointed its first representative in Australia. Duncan Leadbitter will lead commercial outreach and strategic growth in the region.

The ASC has expanded its focus in Australia and New Zealand in response to demand from the retail sector, government and aquaculture producers.

The organisation has entered into a partnership agreement with Leadbitter through Fish Matter, his Australia based fisheries and natural resource consulting company, to support ASC’s global plan and lead the regional strategy to promote the availability of ASC certified seafood for consumers in Australia and beyond.

‘We are excited to welcome Duncan to the ASC,’ said Chris Ninnes, CEO of ASC. ‘We are privileged to work with some of the most dedicated experts in the field of seafood sustainability.

‘Duncan is among the most knowledgeable professionals in the industry and his work in Australia and Asia with local communities, various government agencies, NGOs, scien- tists, academics and the industry is representative of the collaborative, multi-stakeholder approach which the ASC believes will be key to the transformation of the aquaculture industry.’

Leadbiter said: ‘Aquaculture is critical to ensuring the availability of the seafood necessary to feed the world. ‘A growing proportion of seafood supplied in Australia and New Zealand is farmed and in the wider region this number is even higher. ‘It is increasingly difficult for shoppers to know which fish is the best environmental and social choice. The ASC logo makes it easy for consumers to choose responsibly and I am pleased to join the ASC in this vital work.’ Australia has become an important market for ASC in recent years. A Tassal salmon farm in Macquarie Harbour became the first ASC certified farm in Australia in 2014. Since then, nearly a dozen Australian farms have earned ASC certification. The rapid uptake on the farm side is a welcome development for retail partners in the country, including Coles, said the ASC. One of two major supermarket chains in Australia, Coles has made a significant commitment to ASC and launched a high profile series of advertisements and in-store promotions to highlight its dedication to the programme. Woolworths has recently also begun actively promoting ASC salmon in-store.