Annex 16: Summary of MAC Business Plan
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Verification of an operational certification system. At least six collection areas and their
corresponding chains of custody are certified, and certified products are moving from reef to
retail.
Meaningful supply development. At least five percent of market volume will be certified. This
translates to the certification of about 15,000 export boxes of marine fish per year, and 250,000+
pieces of coral and other invertebrates. The certified supply will include near-representative
amounts of the twenty top-selling fish, coral and other invertebrate species.
Demonstration of a certified chain of custody. At least seventy percent of the created certified
supply of fish and coral will track through to the retailer level and sell as certified product in, at
minimum, four key countries: the US, UK, Netherlands and Germany.
Demonstration of demand. Consumers will buy the available retail volume.
Environmental concept verification. At least 2,000 boxes of marine fish per year will come from
the Philippines, to prove that the concept can be executed in historically difficult supply
environments. All source reefs will be fully monitored and subject to the reef management laid
out in a specific collection area management plan.
Industry adoption. MAC will have certified the facilities of at least two top US importers and at
least one of the top three importers (by volume) in its other target consumer markets: the UK,
Netherlands and Germany.
Industry and stakeholder support. MAC needs to show willingness within the industry to support
certification. Within the next 18 months, MAC will begin to transition towards becoming
financially independent with a portion of financial support coming from the industry. This will
most likely be through a two percent levy on the C & F value of certified products purchased by
importers, as well as a $100 flat fee for retailers. In addition, industry groups, individual
companies, conservation groups, government/international agencies, and local communities will
formally express support for MAC Certification and will be offered the opportunity to provide
financial support.
3. Supply Development
MAC is focusing on expeditious verification of its certification system. This requires the rapid
development of a meaningful and reliable supply of MAC Certified marine ornamentals.
Fish
122
Verification of an operational certification system. At least six collection areas and their
corresponding chains of custody are certified, and certified products are moving from reef to
retail.
Meaningful supply development. At least five percent of market volume will be certified. This
translates to the certification of about 15,000 export boxes of marine fish per year, and 250,000+
pieces of coral and other invertebrates. The certified supply will include near-representative
amounts of the twenty top-selling fish, coral and other invertebrate species.
Demonstration of a certified chain of custody. At least seventy percent of the created certified
supply of fish and coral will track through to the retailer level and sell as certified product in, at
minimum, four key countries: the US, UK, Netherlands and Germany.
Demonstration of demand. Consumers will buy the available retail volume.
Environmental concept verification. At least 2,000 boxes of marine fish per year will come from
the Philippines, to prove that the concept can be executed in historically difficult supply
environments. All source reefs will be fully monitored and subject to the reef management laid
out in a specific collection area management plan.
Industry adoption. MAC will have certified the facilities of at least two top US importers and at
least one of the top three importers (by volume) in its other target consumer markets: the UK,
Netherlands and Germany.
Industry and stakeholder support. MAC needs to show willingness within the industry to support
certification. Within the next 18 months, MAC will begin to transition towards becoming
financially independent with a portion of financial support coming from the industry. This will
most likely be through a two percent levy on the C & F value of certified products purchased by
importers, as well as a $100 flat fee for retailers. In addition, industry groups, individual
companies, conservation groups, government/international agencies, and local communities will
formally express support for MAC Certification and will be offered the opportunity to provide
financial support.
3. Supply Development
MAC is focusing on expeditious verification of its certification system. This requires the rapid
development of a meaningful and reliable supply of MAC Certified marine ornamentals.
Fish