‘Show that you care’

Next gen­er­a­tion tell cur­rent CEOs how in­dus­try should look in the fu­ture

Fish Farmer - - Aquavison 2018 -

THE cur­rent lead­ers of aqua­cul­ture com­pa­nies must be more vis­i­ble and ac­tive in the public de­bate about the in­dus­try if they want to im­prove its rep­u­ta­tion. This was the mes­sage from the next gen­er­a­tion of lead­ers, who held a work­shop fol­low­ing AquaVi­sion 2016 to cre­ate a vi­sion for how young peo­ple wanted the in­dus­try to look in 2030.

Out­lin­ing the main rec­om­men­da­tions from this fo­rum, which brought to­gether peo­ple from dif­fer­ent parts of so­ci­ety, in­clud­ing the in­dus­try, NGOs and young politi­cians, was Nina Grieg, busi­ness de­vel­op­ment man­ager of Grieg Seafood.

She told del­e­gates at this year’s AquaVi­sion:‘If we want an im­proved rep­u­ta­tion we need to take ac­tion to­day.’

In Nor­way, rep­u­ta­tion has be­come a crit­i­cal is­sue; it hin­ders growth, drives cost, and is a rea­son for many to ques­tion whether ocean farm­ing re­ally is a vi­able in­dus­try for the fu­ture.That should make it a top man­age­ment pri­or­ity and fo­cus, urged Grieg.

She said her own big­gest frus­tra­tion when it comes to rep­u­ta­tion is that ones’.

‘We will not have a bet­ter rep­u­ta­tion in 2030 if we do not change the way we com­mu­ni­cate.We need to start build­ing trust and let peo­ple know that we care.

‘Build­ing re­la­tion­ships and trust can­not be out­sourced to in­dus­try or­gan­i­sa­tions or a com­mu­ni­ca­tion ad­vi­sor.Trust re­quires each com­pany to be per­sonal, and it re­quires us to be vis­i­ble.’

need all of you’, she told the as­sem­bled CEOs and man­age­ment teams from around the world.Although the young lead­ers had fo­cused on the sal­mon sec­tor, their rec­om­men­da­tions had global rel­e­vance, she said.

‘Since we share the same oceans and mar­kets, we need am­bas­sadors across coun­tries and maybe even across species. If we are clear and pre­cise about tak­ing so­cial re­spon­si­bil­ity we will get a bet­ter rep­u­ta­tion…we need to give a per­sonal com­mit­ment.’

Up on the stage with Grieg was an­other young leader, Mads Martin­sen, man­ag­ing di­rec­tor of Skret­ting Nor­way. He said to­day’s lead­ers must em­power the young and en­gage more with school­child­ren.

‘The kids in high school to­day are hope­fully go­ing to be work­ing for our in­dus­try in 2030, prob­a­bly they’re go­ing to be work­ing for an NGO, or be­ing politi­cians, or be­ing a mum or dad, de­cid­ing on what to buy for din­ner.

‘So start when they are young, en­gage with teach­ers and work to­gether with school au­thor­i­ties, but please do it to­gether be­cause to­gether you are much stronger and more cred­i­ble than if you are alone.’

Putting money into train­ing pro­grammes was a key rec­om­men­da­tion, he said, to en­able young peo­ple who want to get into the in­dus­try to have a chance –‘even if they haven’t stud­ied aqua­cul­ture or weren’t born into it, like Nina and my­self’.

‘Give the young peo­ple al­ready in your or­gan­i­sa­tions the op­por­tu­nity to be good am­bas­sadors for our in­dus­try, give them the op­por­tu­nity to speak up about our in­dus­try.’

Grieg said a very pow­er­ful ex­er­cise at the work­shop was to en­vi­sion how a strong in­dus­try would look in 2030.

‘In 2030 in Nor­we­gian sal­mon farm­ing, the bi­o­log­i­cal and en­vi­ron­men­tal - trophic aqua­cul­ture is the stan­dard.’

By 2030, the in­dus­try will have full con­trol of biomass and will be able to - ture is truly re­garded the most sus­tain­able way to pro­duce food’.

In 2030, the sec­tor will be proac­tive, with self-im­posed and am­bi­tious en­vi­ron­men­tal goals, and short term cri­sis man­age­ment will be a rare case.

She re­vealed that 60 per cent of the lead­ers at the work­shop agreed that the aqua­cul­ture in­dus­try

‘I be­lieve this has im­proved quite sub­stan­tially in Nor­way in the last years. But the long term well­be­ing of our in­dus­try needs more at­ten­tion to­wards 2030 if we want to reach the en­vi­sioned sce­nario.’

Key to achiev­ing a valu­able and vi­able in­dus­try is aim­ing for a higher in­no­va­tion rate and a gen­uine and tar­geted fo­cus on sus­tain­abil­ity.

Martin­sen said the way to reach these goals was to join forces and col­lab­o­rate. Forty years ago there was a lot of col­lab­o­ra­tion be­tween com­pa­nies, the gov­ern­ment and re­searchers, but he didn’t be­lieve that was still there in Nor­way.

- cantly bet­ter than oth­ers, and some­times that is to do with na­ture, but of­ten it is to do with col­lab­o­ra­tion.

In these suc­cess­ful re­gions they not only talk but share their prob­lems and their pro­duc­tion data. This al­lows them to come to the best ac­tions on their is­sues. Shar­ing pro­duc­tion data is get­ting more and more rel­e­vant, with dig­i­tal­i­sa­tion, ma­chine learn­ing and so on.

Com­pa­nies that share pro­duc­tion data, not only in­ter­nally but ex­ter­nally, are re­ally be­ing open and trans­par­ent and peo­ple have a bet­ter chance to un­der­stand what the in­dus­try is about.

Grieg said ‘we chal­lenge you to col­lab­o­rate more’. ‘We want this in­dus­try, which we’re re­ally proud of, to be more vis­i­ble.’

Let peo­ple know, she said, that ‘we care and that they can trust us to solve the chal­lenges that we have to­day and that we will get in the fu­ture’.

When her gen­er­a­tion is lead­ing the in­dus­try in 2030, she will be ‘very dis­ap­pointed if the prob­lems that are pre­sented in 2030 are the same as we have to­day.’

“We will be very dis­ap­pointed if the prob­lems that are pre­sented in 2030 are the same as we to­day” have

Above: Nina Grieg and

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