Salmon, Seafood & Ocean Stewardship: Of Ethics & Transparency

Yearly Benchmarks – CSR, Ethics & Sustainability disclosures/reporting in the global Salmon farming & Seafood Industries



Of Salmon farming, Seafood & Ocean Stewardship…

Of Social, Environmental and Financial Transparency Trends, Ethics, Sustainability Reporting…

Of Accountability, Reputation, Sustainable Development… and Risk Management…  

2010-2017: The yearly Seafood Intelligence transparency benchmarks provide — thanks to a comprehensive and yearly-revised 100+ KPI (key performance indicators)-based methodology — a metric and transparency-based assessment of how responsible the most powerful — and impactful — seafood / salmon companies are. And how to they aim to address (if at all) the UN Sustainable Development Goals (SDGs)… Thanks to our detailed & yearly assessments we are also able to measure progress & Pledges vs. Achievements for some of the sustainable seafood key performance indicators…

PS, April 2018: We are pleased to announce that whilst  Seafood Intelligence’s ‘Top 100’ & ‘Salmon Industry’ yearly transparency benchmark project has currently been halted post-2018, all of the data supporting the latest Seafood Intelligence benchmarks have now also been made available to researchers from the Stockholm Resiliency Centre working with the Keystone Dialogues and the Seafood Business for Ocean Stewardship (SeaBOS) in their substantial endeavour to contribute to the UN SDG14 and, among other goals, elicit greater transparency in the global seafood trade.

Seafood Intelligence’s editor & author of the transparency benchmarks — Bertrand Charron (representing the Aquaculture Stewardship Council – ASC) — now also sits on the Expert Review Committee (ERC) of the World Benchmarking Alliance (WBA)’s “Seafood Stewardship Index” (SSI) which aims to “clarify what seafood companies can do and what they are already doing to improve responsibility and sustainability in seafood supply chains,” notably by providing more transparency about ‘what and how’ 30 of the world’s largest seafood companies perform can contribute  in relation to 27 targets linked to SDGs 1, 2, 5, 8, 12, 14 and 15. The first Seafood Stewardship Index report is expected to be published in Q4-2019.

See also the Testimonials by some of the world’s leading companies:


December 2017:  The 840-page (7th edition) Seafood Intelligence Salmon Industry Transparency Benchmarking Report 2017′ is now available for purchase at a 15% discounted price [Contact “editor –  at  – seafoodintelligence – dot -com” for orders/information].


Complete with a revised methodology aligned with  corporate sustainability reporting KPIs (including GRI-G4 and the new GRI Standards indicators) and  the United Nations’ 17 Sustainable Development Goals (SDGs). This year sees corporate disclosures measured & commented comprehensively against a set of 131 sustainability KPIs.  

ReadOf Sustainability & Salmon Farming’s Social Licence to Operate: Sustainability Reporting & Sustainability Traceability Matters! (

The benchmark constitutes the only comprehensive yearly audit of the salmon farming industry’s Sustainability Reporting / Transparency performance. It is a “must” for all C-suite salmon farming and fish feed executives, stakeholders, industry organisations, regulatory bodies/institutions, eNGOs and retailers…

We consider that Sustainability Reporting / Transparency is an integral part of (and a driver for improved) ‘Sustainability’, and when it comes to salmon farming: a key component towards increasing the acceptance of aquaculture globally.  This is why Seafood Intelligence has embarked upon this very detailed qualitative and quantitative benchmarking project since 2010… Each year more refined (and demanding… following closely the ‘sustainable seafood’ debate, industry progress and evolving stakeholders expectations)…

The Seafood Intelligence report provides a framework for sustainability reporting progress which has encouraged several world leaders to embark upon – and improve – their reporting performance and help them avoid ‘greenwashing’ / ‘bluewashing’. The benchmark also provides stakeholders with an objective (very critical at times) timely [up to FY2016-H1 2017) assessment of the global salmon farming/feed industry’s performance, addressing  many issues of concerns.


January 31, 2017, Update: The 2nd edition of the ‘Top 100 Seafood Firms’ Transparency Benchmark’ is now out! The ‘Top 100’ contains 1580 pages (1st edition was ‘only’ 1117-pages) packed-full of information,  disclosures re. 135 sustainability KPIs, sustainability quotes, analysis & KPI-specific comments, indexed data,  as well as many comparative tables enabling companies to compare their respective performances to that of their peers and +/- competitors.

The report is currently the world’s only such benchmark looking comprehensively and comparatively into the world’s largest seafood companies’ sustainability performances and disclosures. This research intends to help bridge the seafood  industry’s transparency gaps & lapses to make it more accountable; and enable informed ‘sustainable seafood’ decisions by the public/stakeholders. Besides looking in-depth at the communication and CSR / Sustainability policies re. key indicators which may help companies address sustainability and reputational issues, the report constitutes an invaluable source of information regarding each company, corporate governancesales figures, latest M&As, , etc. and thus represents a unique ‘Who’s Who’ of the leading companies, decision-makers and influencers. 

The companies assessed in the 2016 ‘Top 100’ benchmarking report are:

Albacora Group, American Seafoods Group, Andrew Marr International, AquaChile, AquaStar, Austevoll Seafood, Bakkafrost, Beaver Street Fisheries, Biomar, Blumar Seafoods, Bolton Alimentari, Bumble Bee Foods, Caladero, Calvo Group, Camanchaca, Cermaq, Cleawater Seafoods, Chicken of the Sea, Chuo Gyorui, Clearwater Seafoods, Coast Seafood, Conservas Garavilla, Cooke Aquaculture, CP Foods – Charoen Pokphand Foods, CP Prima – Central Proteinaprima, Daiichi Suisan Co., Daisui, Deutsche See, DongWon, East Coast Seafood, Eastern Fish Co., Eperva, Espersen, Evergreen, EWOS / Cargill Aqua Nutrition, Fong Cherng Fishery (F.C.F. Fishery), Frinsa del Noroeste, Frosta, Grieg Seafood, Harbor Seafood, High Liner Foods, Hohsui Corp., Icelandic Group, Icelandic Group, Ichimasa Kamaboko Co., Icicle Seafoods, Jealsa Rianxeira, Kibun Foods, Kyokuyo, Labeyrie Fine Foods, Marine Harvest, Marr, Marubeni, Maruha Nichiro Holdings Inc., Maruchui, Marusen Chiyoda Suisan, Marusui Sapporo Chuo Suisan Co., Mazzetta Co., Minh Phu Seafood Corporation, Mitsubishi Corporation, MultiExports, National Fish and Seafood, Nichimo Foods, Nichirei Corporation, Nippon Suisan Kaisha (Nissui), Nomad Foods, Nordsee, Norebo / Ocean Trawlers, Norway Royal Salmon, Ocean Beauty Seafoods, Oceana Group, OUG Holdings, Pacific Seafood, Parlevliet & Van der Plas, Polar Seafood, Red Chamber, Royal Greenland, Sajo Industries, Salmar, Samherji, Sanford, Santa Bremor, Seaborn, Sealord Group, Skretting (Nutreco), Sojitz, Starkist, TASA (Tecnologica de Alimentos S.A.), Tassal, Thai Union, Tohto Suisan, Trident Seafoods, TriMarine International, Tsukiji Uoichiba, Viciunai, Wales Group, Yokohama Gyorui Co., Yokohama Maruuo, Yokohama Reito, Yonkyu Co., Zoneco – Dalian Zhangzidao Fishery Group Co.

  • 13,500 [very] specific disclosures (or non-) and (oft) ‘performances’ were monitored, commented and rated.
  • In all: 67,500 individual ratings  (675 per company) were carried out one-by-one, following a thorough assessment of all available material made public online via their corporate websites by the world’s Top 100 seafood firms up-until October 31, 2016.

The Top 100 is thus a ‘must-have’ yearly tool for any company/C-suite exec. concerned about what perception their clients and stakeholders may have of them; and a very useful one for any Sustainability Director/companies willing to improve their sustainability performance and/or embark on [+/- GRI Standard-indexed] sustainability reporting

If you’re interested in getting a copy of the ‘Top 100’ Benchmark, drop me an email [editor  [@]] or call; or go here for more information:

2017 Prices Sustainability Reporting Benchmarking Reports (‘Top 100 Seafood Firms’+/- ‘Top 35 / Farmed Salmon Industry’), Prices in EUROs/€ (updated July 2017) 5 options:

  1. 1,875for unlimited user licence within same company (exclusive Pdf version) for one of the two [2017 editions] benchmark reports: ‘Top 100 Seafood’ or ‘Top 35 / Farmed Salmon Industry’; stipulate which one.
  2. 2,700 for last two editions (2016 and2017) of the same transparency benchmark: ‘Top 100 Seafood’ or ‘Top 35 Salmon Farming & Feed Industry’ .
  3. 2,999for the two 2017 Benchmarks (Top 100 Seafood and Top 35 / Farmed Salmon Industry).
  4. 3,499for ‘Top 100’ 2016 and 2017 editions + Top 35 / Farmed Salmon Industry 2016 edition.
  5. 3,875for the ‘Top 100’ 2016 and 2017 editions; AND the ‘Top 35 Salmon Farming & Feed Industry’ 2016 and 2017 editions.

VAT Note: for those located in the EU: prices above + VAT @20% applies, unless your VAT# is provided (you will then be exempted from paying intra-EU VAT [‘Auto Liquidation’]).

Contact “editor –  at  – seafoodintelligence – dot -com”



Sustainability Conversations

The Seafood Intelligence ‘Sustainability Conversations’ [1-2h each] were held with the following people (by alphabetical order) in 2016:

  • Gerardo Balbontin, CEO of Blumar Seafoods
  • Lise Bergan, Cermaq Corporate Affairs Director
  • Hanne Dankertsen, Communications Manager, Cargill Animal Nutrition
  • Sady Delgado, CEO of Los Fiordos and co-Chair of the GSI
  • Per Grieg Jr, Chairman of Grieg Seafood and co-Chair of the GSI
  • Wenche Grønbrekk, Head of Sustainability & Risk
  • Vidar Gundersen, Global Sustainability Director, BioMar Group
  • Nell Halse, VP Communications for Cooke Aquaculture
  • Jon Hindar, [then] CEO of Cermaq
  • Avrim Lazar, Principle Consultant to the Global Salmon Initiative (GSI)
  • Chris Ninnes, CEO of the Aquaculture Stewardship Council (ASC)
  • Jose Villalon, Corporate Sustainability Director for Nutreco
  • Einar Wathne, CEO of EWOS & President of Cargill Aqua Nutrition & Co-Chair of GSI’s Feed Taskforce

CEOs/Sustainability Directors & key influencers who have expressed already their views in the past include:

Alf-Helge Aarskog (Marine Harvest CEO), Niels Alsted (Biomar Exec. VP of Sourcing), Cyr Couturier (Newfoundland Aquaculture Industry Association Exec. Director), Su Cox (The Scottish Salmon Company, Sales & Communication Director), Ricardo Garcia (Camanchaca CEO), Vidar Gundersen (BioMar Sust. Director), Piers Hart (WWF Global Lead for Aquaculture), Jon Hindar (Cermaq CEO), Kristin Hurum (Cermaq Sustainability Manager), Nguyen Huy Dien (Vietnam Aquaculture Department Director), Regin Jacobsen (Bakkafrost CEO), Avrim Lazar (Policy & Communication Consultant, Global Salmon Initiative convener), Trygve B. Lea (Skretting, Sust. Director), Catarina Martins (Marine Harvest Sust. Manager), Anne Hilde Middveit (Leroy Seafood; in charge of Environmental & CSR reporting), Chris Ninnes (Aquaculture Stewardship Council CEO), Peter Redmond (GAA  [then ASC]), Linda Sams (Tassal, Head of Sustainability), Asbjorn Stensvold (Norway Royal Salmon Quality Manager), Kathryn Stack (EuroPeche CEO), Trevor Swerdfager (Fisheries & Oceans Canada, Assistant Deputy Minister), Jose Villalon (Nutreco Sust. Director), Mary Ellen Walling (then, BCSFA Exec. Director).


See what some of readers have to say about Seafood Intelligence:[incl. Marine Harvest, Cermaq, Cargill, EWOS, Skretting, High Liner, Tassal, Camanchaca, TSGA, Irish Sea Fisheries Board (BIM), World Seafood Congress organisers etc…]: 


Covers of two Printed Lulu Reports


GRI rating

How well they did report



  • By focusing on transparency, companies responsible for the exploitation of a significant proportion of the world’s fisheries resources — with the potential environmental impacts which this entail — can demonstrate to their stakeholders and society at-large, that they care about ‘sustainability’ and are continuously striving to improve and mitigate negative impacts; and can be thus ‘trusted’ to do so. To avoid accusations of greenwashing, stated ‘sustainability’ intentions and claims only become credible if they are backed by measurable deeds and by proactively providing transparent access to monitoring data. Transparency is an essential driver to the seafood industry’s social license to operate.
  • The Seafood Intelligence benchmarking reports are designed to help key seafood industry players, retailers, environmental organisations and all stakeholders interested in assessing the level of proactive/voluntary transparency & communication endeavours displayed by top seafood firms worldwide when it comes to corporate, social and environmental sustainability reporting.
  • The reports will help seafood companies aspiring to a higher level of sustainability reporting to compare – by topics & specific indicators – & benchmark their performances (where noted) and transparency with that of their competitors and leaders in the field…
  • The reports identify Top seafood / Fisheries / Aquaculture firms’ major lacks in transparency, and specifically highlights and comments many of the issues left wanting from a third party and objective viewpoint.
  • The reports help seafood firms devise their first Sustainability Report (and consider GRI-G4 reporting) and gain precious time by learning from the best reporting practices in the industry; and provide them with many useful tips & much information. In the case of farmed salmon firms the benchmarking report will provide thoughts to aquaculture firms aiming for ASC certification with a benchmark & check list of sort re. disclosures and topics to be address.
  • These reports provide seafood industry organizations, authorities and eNGOs with a good overview of the current status of the global seafood “sustainability” debate; and gives them an insight into key industry decision-makers’ positions and expectations. It will also help them map-out areas of ethical risks re. the salmon industry.
  • The benchmarking reports provide stakeholders, retailers / buyers, analysts & investors with a snapshot of the latest seafood industry trends and available data. It provides context-setting information regarding the global salmon market and some of the challenges it faces.
  • The Seafood Intelligence benchmarking reports providesall stakeholders with ‘[sea]food for thoughts’ over the current Sustainability status of the industry, over how various players report and/or perhaps should report and will help firms & industry organizations and officials also assess how other parts of the world are dealing with the challenges they are facing.

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Sustainable Seafood Intelligence, News & Consultancy for Stakeholders of the Global Seafood, Fisheries & Aquaculture sectors with a focus on issues re. industry Transparency (#Top35Salmon #Top100Seafood), Economic, Social and Environment Sustainability, Ethics (#SeafoodEthics #SustainableSeafood #TransformSeafood #ResponsibleSeafood #SeafoodIntelligence), CSR/RSE & Politics… Perceptions of issues (negative & positive) impacting industry’s Social License to Operate (SLO) and acceptance. Farmed salmon & global seafood industry Sustainability Reporting benchmarks…. Multi-stakeholder sustainability thinking & analysis applied to seafood…