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September 15, 2015 The Empire Room San Francisco

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(1)Industry Lab September 15, 2015 The Empire Room San Francisco. led by Future of Fish. sponsored by.

(2) Industry Lab San Francisco Schedule 9:00 – 9:30 am . Registration and Coffee. 9:30 – 10:00 am. Opening Remarks and Introduction to Traceability. 10:00 – 11:00 am. Panel 1: Traceability for the World’s Slipperiest. Supply Chain. 11:00 – 11:15 am. Break. 11:15 – 12:25 pm. Hosted Round-Table Conversations. 12:15 – 1:30 pm. Lunch Crafted by Fine & Rare. 1:30 – 2:30 pm. Panel 2: Supporting Seasonality. 2:45 – 3:00 pm. Break. 3:00 – 4:00 pm . Panel 3: Big Fish: Connecting Fishers and Institutions. 4:00 – 5:00 pm. Networking Reception. 5:00 pm onwards. Oyster Happy Hour with Taylor Shellfish. sponsored by.

(3) Opening Remarks and Introduction to Traceability Cheryl Dahle Executive Director, Future of Fish and C.E.O., Flip Labs A journalist and entrepreneur who has worked at the intersection of business and social transformation for more than a decade, Cheryl conceived and co-led the effort to found Future of Fish. Prior to her work with fisheries, Cheryl was a director at Ashoka, where she distilled knowledge from the organization’s network of 2,500 fellows to provide strategic insight to foundations and corporations. As a consultant, she has served leading organizations in the space of hybrid business-social solutions, including Humanity United, Nike, the Robert Wood Johnson Foundation, the David and Lucile Packard Foundation and the Center for the Advancement of Social Entrepreneurship at Duke University. Cheryl spent 15 years reporting on social entrepreneurship and business for publications including Fast Company, The New York Times and CIO magazine. . Thank you to our partners and co-presenters:.

(4) Industry Lab San Francisco Panel 1 Traceability for the World’s Slipperiest Supply Chain Consumers and retailers are demanding increased transparency and traceability in global supply chains. That pressure is especially focused in the historically opaque seafood industry, due to recent exposés revealing persistent fraud, human rights violations, and illegal activity. As a result, seafood industry businesses are facing demands for traceability and transparency information from multiple sides – retailers and consumers, resource regulators, and the conservation and public health sectors.. Building traceable, transparent supply chains requires a cooperative and multi-pronged approach. This panel brings together key players from technology companies, NGOs and branding programs who are working collaboratively to identify and overcome these areas of opaqueness to increase the transparency of our seafood supply chains. . Moderator Keith Flett Pod Director, Future of Fish and Flip Labs Keith began his professional career as an entrepreneur at the age of 22, when he launched a wholesale seafood company, consulted for a New York-based commodities exchange, and developed riskmanagement strategies and commodity-analysis programs for hedge funds and Commodity Trading Advisory firms. Most recently, Keith founded and served as CEO of Open Ocean Trading, a startup company that provides better financial stability to seafood companies by allowing fishermen to bring their intended catch to market through forward contracts..

(5) Industry Lab San Francisco Panel 1 Traceability for the World’s Slipperiest Supply Chain Ashley Apel Fisheries Program Manager, Fair Trade USA. Ashley is the Fisheries Program Manager at Fair Trade USA, where she works to bring the social, economic, labor, empowerment, and environmental sustainability benefits of Fair Trade certification to small-scale fisheries around the world. Prior to her work with Fair Trade, Ashley was a Research Associate on the Environmental Defense Fund’s Oceans Program. She has a Master of Environmental Science and Management in Coastal Marine Resources Management from UC Santa Barbara, and a Bachelor’s in Environmental Science and Sociology from Whitman College. . Mariah Boyle Traceability Division Director, FishWise As the Traceability Division Director, Mariah works to create tools that help FishWise partners, and the larger seafood industry, reduce and ultimately eliminate illegal seafood products from supply chains, while ensuring all seafood is traceable back to its origins. Mariah has a Masters in Marine Science from Moss Landing Marine Laboratories and a Bachelor of Science from the Florida Institute of Technology. Previously, she has worked in academia, government, and education, monitored west coast fish stocks at sea, and informed community-based MPAs in Sierra Leone, West Africa. Her published work focuses on shark conservation, stable isotope analysis, and trophic ecology of fishes..

(6) Industry Lab San Francisco Panel 1 Traceability for the World’s Slipperiest Supply Chain Meagan Brosnan Director of Fisheries Compliance, Frequentz Meaghan Brosnan is part of Frequentz’s Seafood Team as Director of Fisheries Compliance.  She works with organizations that are concerned about the negative impact of illegal fishing to adopt track and trace technology as a solution to illegal fish entering global markets.  Prior to Frequentz, Meaghan helped manage The Pew Charitable Trusts’ Ending Illegal Fishing campaign and served as Deputy Chief of the U.S. Coast Guard’s Living Marine Resource Enforcement Program.   She continues to serve in the U.S. Coast Guard Reserve, leading a 22-person law enforcement team and is also the managing director and founder of Exulans, an organization specializing in compliance and enforcement solutions for ocean conservation.  Meaghan earned her Bachelor’s degree from the U.S Coast Guard Academy and her Masters in Marine Affairs from the University of Washington’s School of Marine Affairs.. Crystal Sanders Founder and Sustainability Advisor, Fish Revolution Crystal has a diversified background in marine conservation and sustainable fisheries. She has loved the ocean for as long as she can recollect. Crystal studied Marine and Fisheries Biology at Texas A&M University-Corpus Christi, and has been employed by various agencies, including Texas Parks and Wildlife Department, NOAA Fisheries Service & Gulf States Marine Fisheries Commission. Crystal formed Fish Revolution to focus on improving the health of marine fish populations by increasing awareness of sustainable seafood issues among consumers, restaurants, and other seafood industry members. Working with seafood purveyors she helps to ensure accurate sustainability information and helps develop communication and marketing strategies to increase the market value of the sustainable seafood products..

(7) Industry Lab San Francisco Panel 2 Supporting Seasonality As the world’s population grows at a rapid clip and the need for more scalable, sustainable protein sources grows along with it, demand on wild fisheries can easily outstrip their capacity. Many popular wild species are seasonal, and in California we are also uniquely aware of the potential impacts of drought and climate change on our local fish populations.. This panel looks at ways that aquaculture, fishing collectives, and technology solutions can help provide sustainable, traceable, healthy seafood and relieve pressure on the wild-caught seafood supply chain. Whether due to seasonality or other impacts, farmed species and nonseasonal seafood sources can move in to fill the “gaps” in supply. Bringing together fish farmers, fishers, and innovative retailers, we dig into the ways that sustainable seafood can be sourced locally, transparently, and year round.. Moderator Colleen Howell Research Co-Director, Future of Fish Specializing in technical and nontechnical writing, research, project management, survey development and data analysis, Colleen Howell was a principal researcher in the discovery phases of Future of Fish. As a scientific and sustainability consultant, she has worked for NASA’s LAUNCH program, spearheaded the development of inhouse sustainability goals for Saint Vincent’s Day Home in Oakland, CA, created custom green event guidelines for The Gallup Organization, and created a carbon offset credit report for Architecture for Humanity. Colleen coauthored Shift Your Habit: Easy Ways to Save Money, Simplify Your Life, and Save the Planet and served as primary researcher for The Green Book: The Everyday Guide to Saving the Planet, One Simple Step at a Time. She earned both an M.S. and a Ph.D. in Environmental Sciences from UC Riverside..

(8) Industry Lab San Francisco Panel 2 Supporting Seasonality Ken Armstrong Owner, Ouroboros Farms Ken Armstrong is the owner/founder of Ouroboros Farms located in Pescadero, California. Before founding the farm, Ken was the production and inventory manager for Earthbath Natural Pet Care Products and also worked in the custom furniture installation business in and around San Francisco, California. Having grown up around backyard farming. Ken decided to embody his connection to the Earth, and manifest his desire to help others help themselves after becoming acutely aware of the need for food security, safety and sovereignty.. Elliot Myers Seafood Coordinator, Whole Foods Market Northern California & Reno As a regional seafood coordinator, Elliott’s in charge of building a sustainable seafood retail program for 43 stores in Northern California and Reno. His job includes bringing sustainable species to market, fostering consumer confidence in aquaculture, driving seafood sales, and designing pricing strategies that both support the prosperity of local and sustainable seafood producers and offer value to customers.. He’s spent a dozen years gaining experience in the grocery and seafood industries, and he debones a fillet as well as he strategizes how to sell one. Elliott has mentored more than 20 Whole Foods Market fishmongers into leadership roles in the company, and is particularly passionate about changing consumer perception of farm-raised seafood – when it comes from responsible farms, the industry can provide exceptional quality product at a lower price, employ workers, and protect wild species from overfishing..

(9) Industry Lab San Francisco Panel 2 Supporting Seasonality Gary Root Founder, Same Day Seafood Mr. Root is an entrepreneur who's professional passions include product development, business development, team building, sales and marketing. Prior to founding a series of technology companies, Mr. Root began his career with Crowley Maritime Corporation where he worked as Chief Naval Architect and Salvage Superintendent before departing Crowley in 1996 to pursue a variety of entrepreneurial endeavors.. In the mid-1990’s, Mr. Root and a co-founder invented a pioneering wearable consumer electronic device which is now commonly referred to as a "GPS Sport Watch.” As usage of the internet continued to proliferate, Mr. Root launched a handful of software companies and e-commerce businesses. His most recent venture, Same Day Seafood, combines a personal passion for fishing the oceans with social media and entertainment to revamp the way that consumers experience and enjoy super-fresh seafood.. Rob Seitz Owner, South Bay Wild Rob Seitz is a commercial fisherman, entrepreneur, and poet. From 1992-2011 he fished Dungeness crab, pink shrimp, and Albacore, out of Astoria, Oregon. Today, Mr. Seitz owns and operates the F/V South Bay, a 56-foot trawler. He lands thousands of pounds of Petrale Sole, Dover Sole, Rockfish, Ling Cod and Thorneyheads into Morro Bay each year. Rob and his wife founded the South Bay Wild Corporation in order to give the fisherman power over his product and improve efficiency in the seafood supply chain. He is President of the Morro Bay Community Quota Fund, a non-profit intended to secure local stewardship of Groundfish resources, and Vice President of the Central California Seafood Marketing Association. In addition, he is a regular participant in Astoria’s Fisherpoets Gathering, which is held annually..

(10) Industry Lab San Francisco Panel 3 Big Fish: Connecting Fishers and Institutions While consumer education is an essential to increasing the demand for sustainable seafood and supporting sustainable fisheries, individual purchasing power can only go so far. In order to drive large scale change we need to move our attention up the food chain to institutions, restaurant groups, and schools. The Bay Area is at the epicenter of many recent initiatives to connect consumers and institutions to quality sustainable fish through community supported fisheries, direct purchasing, and innovative marketplaces. This panel brings together leaders from sustainable fishing initiatives with the companies who are buying directly from them to talk about how connecting fishers and institutions can help support the health and wellbeing of coastal communities, consumers, and the environment.. Moderator Cheryl Dahle Executive Director, Future of Fish and C.E.O., Flip Labs A journalist and entrepreneur who has worked at the intersection of business and social transformation for more than a decade, Cheryl conceived and co-led the effort to found Future of Fish. Prior to her work with fisheries, Cheryl was a director at Ashoka, where she distilled knowledge from the organization’s network of 2,500 fellows to provide strategic insight to foundations and corporations. As a consultant, she has served leading organizations in the space of hybrid business-social solutions, including Humanity United, Nike, the Robert Wood Johnson Foundation, the David and Lucile Packard Foundation and the Center for the Advancement of Social Entrepreneurship at Duke University. Cheryl spent 15 years reporting on social entrepreneurship and business for publications including Fast Company, The New York Times and CIO magazine. .

(11) Industry Lab San Francisco Panel 3 Big Fish: Connecting Fishers and Institutions Michael Dimin Founder, Sea to Table A native New Yorker, Michael was born in Brooklyn and has found his way home. Michael graduated from Wesleyan University in Middletown, CT with a liberal arts degree. Michael is a life-long ocean lover with an environmental focus dating from his involvement in the first Earth Day.. His transition from a career in the packaging industry to sustainable seafood seems natural, as the founder of Tobago Wild which evolved into today's Sea to Table. His father taught him a love of fish and fishing. When not at work, Michael is usually found with his five children and their families, often near the ocean. "Nothing beats the taste of wild king salmon. Ask any bear.". Gordon Drysdale Culinary Director, Scoma’s Known for putting his stamp on multiple Bay Area Projects, like Buckeye Roadhouse in Mill Valley, Gordon’s House of Fine Eats in San Francisco, Bix in San Francisco, among others, Drysdale is a highly successful and widely acclaimed businessman with a fiery passion for the culinary arts. Drysdale is a graduate of the Culinary Institute of America, and rounded out his educational experience as an apprentice of French Chef Jean-Louis Jalouneix. . Inspired by Scoma’s fresh seafood and historic influence, Drysdale is refreshing Scoma’s menu with a focus on high quality fresh ingredients from local sources, seasonal centric recipes fish that meet the criteria set by the Monterey Bay Aquarium Seafood Watch Program.  The overall mission being to ultimately bring a sense of local pride back to the restaurant scene of the working Wharf..

(12) Industry Lab San Francisco Panel 3 Big Fish: Connecting Fishers and Institutions Alan Lovewell Founder and CEO, Real Good Fish Alan comes from a Cape Cod fishing family that dates back to whaling times. He grew up out on the water surfing, diving and sailing as often as possible. He move west to attend UC Santa Cruz, and upon graduating went to teach sailing on the Sea of Cortez with the National Outdoor Leadership School where he witnessed illegal and damaging fishing practices by huge international trawlers.. . He returned to California to study Marine Policy and earned an Masters in International Environmental Policy at the Middlebury Institute of International Studies Graduate School of Middlebury. Drawn to fisheries as he saw a unique opportunity to reconnect our communities to our oceans as our last wild food source. He founded Real Good Fish (formerly Local Catch Monterey Bay in 2012) as a solution to reconnect our communities to the ocean and local fisheries. .

(13) www.SSWNational.com www.FutureofFish.org. sponsored by.

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