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 Stewardship…

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

Of Accountability, Reputation… and Risk Management…  

2010-2017: The yearly Seafood Intelligence transparency benchmarks provide — thanks to a comprehensive and yearly-revised 100+ KPI-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…


July  31, 2017 Update:  The 850-page (7th edition) Seafood Intelligence Salmon Industry Transparency Benchmarking Report 2017′ has just been published [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 SeafoodIntelligence.com 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.

See the Testimonials by some of the world’s leading companies: http://www.seafoodintell.com/?page_id=18


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 the world’s only (yep!) 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  [@] seafoodintelligence.com] or call; or go here for more information: http://www.seafoodintell.com/?page_id=8261

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”


August 2016 Update:  The 6th edition of  Benchmarking of the world’s Top 35 Salmonid Farmers + Top  Salmon Feed firms’ Sustainability reporting – is now out. NB: This year’s report’s title changes to ‘The Seafood Intelligence Salmon Industry Transparency Benchmarking Report 2016′.

Salmon Report cover 2016 - Vol.2

The scope of the Seafood Intelligence benchmarking (with a methodology entirely revisited) has been widened in 2016 to 10 of the world’s Top Salmonid Feed firms; and includes also a comprehensive review/benchmarking of the Sustainability data/Transparency level displayed by the 15 international & national salmon producers organisations worldwide.

The massive amount of data & information collected and the comparative analysis provided will again prove a must-read for anybody with an interest in the salmon farming industry & its ‘social licence to operate’, the seafood sustainability debate, and those thinking [& strongly encouraged] to adopt yearly  (or ‘better’…) GRI-indexed Sustainability Reporting.

Among many other things, the Salmon Industry Transparency Benchmarking Report 2016 provides a valuable source of information re. the disclosures and non-disclosures from the various salmon corporations and representative industry organisations. 150 indicators / KPIs were used to monitor each company and 100 for industry organisations; with disclosures duly noted and indexed, and thousands of specific comments provided for the various entities to improve their transparency & CSR record.

In all, that’s over 8,250 disclosures (or non-)  — and often ‘performances’ — which have been monitored, commented and rated: 41,250 individual ratings were carried out this year (500 per industry organisation and 750 per company)!… And of course, each company/entity can be compared against its peers in multiple ways….  1020 pages in total… Enough to get a ‘fairly’ accurate picture of the state of Sustainability Reporting in the realm of global salmon farming and to gather the latest (2015-2016) data available…

The companies assessed in the 2016 Salmon Industry benchmarking report are:

Aller Aqua, Alsaker Fjordbruk, AquaChile, Australis Seafoods, Bakkafrost, BioMar (Schouw & Co.), Blumar Seafoods, Bolaks, Bremnes Seashore, Camanchaca (Salmones), Cermaq (stand-alone), Cooke Aquaculture, Ellingsen Seafood, EWOS (Cargill Aqua Nutrition), Grieg Seafood, Huon Aquaculture, Invermar, Leroy Seafood, Los Fiordos, Marine Harvest Group, Marine Farms (GMT), Midt Norsk, MultiExports, New Zealand King Salmon, Nordlaks, Northern Harvest, Norway Royal Salmon, Nova Sea, Petuna, Polar Feed, Ridley Corp., Salmar, SalmoFeed, Salmones Antartica (Nissui), Salmones Austral, Salmones Aysen, Scottish Sea Farms, Sinkaberg-Hansen, Skretting (Nutreco), Tassal, The Scottish Salmon Company, Ventisqueros.

The regional & international salmon farming representative organisations benchmarked include:

  • SalmonChile,
  • Sjomat Norge (the Norwegian Seafood Federation, formerly known as FHL),
  • The Scottish Salmon Producers Organisation (SSPO)
  • The British Columbia Salmon Farmers’ Association (BCSFA)
  • The Atlantic Canada Fish Farmers Association (ACFFA)
  • The Canadian Aquaculture Industry Alliance (CAIA)
  • The Tasmanian Salmonid Growers Association (TSGA)
  • The New Zealand Salmon Farmers Association Inc. (NZSFA)/ Aquaculture New Zealand
  • The Newfoundland Aquaculture Industry Association (NAIA)
  • The Irish Salmon Growers Association / IFA Aquaculture
  • The Faroe Fish Farmers Association (FFFA)
  • The Iceland Aquaculture Association (IAA)
  • The Maine Aquaculture Association (MAA, USA)
  • The Washington Fish Growers’ Association (WFGA)
  • The International Salmon Farmers Association (ISFA)
  • The Global Salmon Initiative (GSI).


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), 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).

If if if... marketing - 2016 launch


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…]: http://www.seafoodintell.com/?page_id=18 

2 investigations / reports in 2015:

1)    Seafood Intelligence’s Benchmarking of the world’s Top 100 seafood companies CSER reporting – 2015 (world’s first!) Edition (published on November 26, 2015).

2)   Seafood Intelligence’s Benchmarking of the world’s Top 35 Salmonid Farmers + Top 3 Salmon Feed firms’ Sustainability reporting – 2015/5th annual Edition.

3 Volume covers1-Top100_2015

Sustainability Reporting Top 35 2015 cover - Vol1


The 2015 ‘Top 100’ report – the first of its kind – is a “Sustainability Reporting & Transparency” Corporate Communication audit of sorts for the Top 100 companies and the seafood industry at-large. It is designed to help industry, corporations, eNGOs, scientists, regulators and other stakeholders assess & address the challenges of Sustainability Reporting in the realm of seafood.

The 1000-page+ (much of it font-size 6) massive report — with hundreds of table  enabling comparison between firms and industries; monitoring & reporting on disclosures re. 145 performance indicators — is perfectly geared for C-suite execs/Sustainability Directors, decision makers & influencers concerned with sustainability and transparency issues on the fast-moving topic of ‘Seafood Sustainability’ to get a good overview of their company/ competitors/ suppliers / industry and prepare – thanks to much company-specific objective & positive criticism – for improved communication and hopefully annual Sustainability Reporting for the many that haven’t yet embarked on this necessary (we strongly argue) endeavour…


!! NEW in 2015, ‘World’s First & Only’… !!

Benchmarking of the world’s  Top 100+ seafood/fisheries firms’ Sustainability reporting

The Corporate, Social, Ethical and Environmental Responsibility (‘Sustainability’-at large; CSER) data published by World’s Top 100+ seafood companies (in $$$ turnover-terms) is currently being monitored and benchmarked with a new methodology enabling industry-wide comparisons using key performance indicators in all areas of ‘sustainability’.

Project initiated in Fall 2014. The first Yearly ‘Top 100’ Benchmarking Report was published end November  2015 and includes backgrounder & fact files, interviews and ‘sustainability conversations’ with internationally-recognized key stakeholders, etc… Over 1,100 pages of data and analysis in total...

The aim of this Sustainability Reporting corporate communication auditing project is to document comparatively the ‘sustainability KPIs/indicators’ (145 in total) data & strategies proactively disclosed on a yearly basis; and to enable measurable – corporate-specific and global seafood industry – improvements of their various social, economical and environmental footprints in the medium and long-term. Something which Seafood Intelligence has helped some key players in the salmon farming industry address, in an ongoing fashion in the past 5 years…

The data used to benchmark the Top 100+ seafood firms will solely be based on their proactive disclosures/reports published in English (all being major international firms) and none of the potential confidential or industry-restricted data at our disposal will be used in this endeavour.

Contact us for any queries:  Editor [at] SeafoodIntelligence.com


Examples of testimonials:

High Liner - Top 100-2015


The reports’ author – SeafoodIntell.com’s editor –  was one of the three presenters at the 1.5 days international seminar organised by the UN Food & Agriculture Organisation (FAO) / Global Salmon Initiative (GSI) & Sustainable Trade Initiative (IDH)  in Vigo, Spain, on October 10-11, 2015. titled “Increasing Public Understanding and Acceptance of Aquaculture – the role of truth, transparency and transformation“. The workshop brought together members of the international aquaculture industry from various countries and continents, governments, international organizations, NGOs, retailers, consumer groups, communication experts, scientists, certification programs and the media, to exchange ideas and experiences on how to improve the public understanding and perception of aquaculture.

B. Charron also moderated the Module 2 (‘Sustainability Challenges for 2020: The Stakeholders’) of the Global Salmon Initiative (GSI)’s International Seminar “Pathway to Sustainability II” at AquaSur 2014, in Puerto Montt,  Chile (Oct. 24, 2014). More details/programme here: http://www.aqua-sur.cl/aqua_sur_en/?th_events=conferencia-aquasur-2014

Amongst the consultancy services we offer is Sustainability Reporting auditing. We strive to help companies  & organisations involved in the seafood realm assess their exposure to ethical issues and improve their level of disclosure/transparency, and initiate or improve their sustainability reporting performance. More information here: http://www.seafoodintell.com/?page_id=14


Some (‘Top 35 salmon & Top 3 Fish Feed’  firms referring to the Seafood Intelligence benchmarking (Marine Harvest, tassal, Cermaq); 

Marine Harvest referring to Seafood Intelligence - AR 2014 p97

Tassal banner

Last slide of Cermaq CEO Jon Hindar's April 2, 2014 BIM conference presentation


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…