2 MSC Certifications For The Same Tuna Fisheries – Due To Marketing Differencesff

By Atuna

The Western Fishboat Owners Association (WFOA) refuted some of the statements the American Albacore Fishing Association (AAFA) has given over WFOA’s, recently awarded, Marine Stewardship Council (MSC) certification. This is the first time MSC grants double certification for the same tuna fishery, which has caused conflicts between these two organizations.

WFOA’s director, Wayne Heikkila, stated that AAFA’s affirmations of not being a stakeholder for WFOA’s duplicate MSC certification are untruthful and that the Council can confirm it: “Along with many other stakeholders, AAFA was consulted during all the process by MSC, just like we were stakeholders of their certification years ago” he affirmed. “It would be better if MSC would make a statement about that”.

AAFA claims that WFOA sought to transform the MSC certification into a revenue stream and that the organization had several chances to join AAFA’s certification. Mr. Heikkila affirmed that WFOA fishermen were always free to join AAFA and that they didn’t do so due to management differences prior to the MSC certification “otherwise there wouldn’t be two organizations in first place”, he explained.

According to WFOA, in order to join AAFA’s MSC certification fishermen would have to sell all their fish through the Association, and not directly to buyers. “Lots of members didn’t want to do that, they are tied to other buyers”.

The “dispute” between the two associations over MSC certification became an issue not so worrisome to retailers. Although WFOA has recently announced a partnership with Whole Foods Market, an important retailer of organic food with more than 270 stores in North America and United Kingdom, it is not the first time the retailer is promoting their albacore, which shows that the double certification issues reflect stronger on MSC as an organization than on anyone else.

Nevertheless, this is the third consecutive year that the supermarket chain will highlight sustainable tuna caught by members of the WFOA. The partnership will be launched at the Bite of Oregon event in Portland, United States in August 6-8th. The Bite of Oregon is an annual event benefiting Special Olympics Oregon. It is the organization’s largest fundraiser, raising more than $150.000 to support Special Olympics Oregon’s services to individuals with intellectual disabilities in 2009.

Even though Mr. Heikkila could not forecast the benefits of the certification precisely, the Bite of Oregon is an attempt to expand the U.S. market for the fish: “The vast majority of albacore landed on the West Coast is destined for Japanese and European markets. With economic conditions worsening in Europe it is more important than ever to increase our market share at home”.