The Aquaculture Stewardship Council (ASC) has appointed Duncan Leadbitter to lead commercial outreach and strategic growth in Australia and New Zealand and to support and promote engagement in the broader region.
The independent, not-for-profit organization has expanded its focus in Australia and New Zealand in response to demand from the retail sector, government and aquaculture producers. It 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.
“Aquaculture is critical to ensuring the availability of the seafood necessary to feed the world,” said Leadbitter. “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 the ASC in recent years. A Tassal salmon farm in Macquarie Harbour became the first ASC-certified farm in the nation during 2014. Since that time, nearly a dozen Australian farms have earned certification. The rapid uptake on the farm side is a welcome development for retail partners in the country, including Coles.
One of two major supermarket chains in Australia, Coles has made a significant commitment to the ASC and launched a high profile series of advertisements and in-store promotions to highlight their dedication to the program. Woolworths has recently also begun actively promoting ASC salmon in-store.
The Council has received recognition from governmental agencies for good environmental and social performance. In an analysis of certification schemes, the Government of Western Australia Department of Fisheries endorsed the ASC as the preferred standard for aquaculture in that state.
Leadbitter will work across Australia, New Zealand and Asia to expand upon these developments by helping farm and retail partners maximize the value of ASC certification, encouraging customers to prioritize ASC products when buying farmed seafood and increasing Council participation among farmers who supply domestic or international markets.
