Where do we start?
At the source and the issue

• World population is growing and predicted to be over 9 billion by 2050
• We have more than a billion hungry people today
• Our arable land available per capita is on the decline
• Climate change is making it harder for the land to help us solve the hunger problem

One of the solutions is to look to our oceans and fish because:

• Fish is the most cost effective source of protein on the planet
     • Uses less land
     • Uses less fresh water
     • Fish have a smaller carbon footprint than agriculture
  
• The amount of food we have been able to harvest from our oceans has declined since the mid 90's

How to bring back fisheries

• The fish are primarily located in coastal zones that national jurisdictions have control over
• Secure good fisheries management in a limited number of places
• European Union + 9 other countries covers 66% of the world's fish catch
• European Union + 24 countries covers up to 90% of the world’s fish catch

Three key things to do to bring fisheries back¹

1. Set quotas or limits on how much fish we take
2. Reduce bycatch
3. Protect habitats (the spawning and nursing areas)

• The 3 key focus points do have an effect:

The oceans could support over 700 million people per day with a healthy fish meal, a 55% increase on today

Doing the world of good.

A small change in a pet’s diet can have a huge impact on not just their health, but the entire world.

This is how it works - the Circle of Good.

SPECIFIC^TM fish suppliers

• Fish is a key ingredient of our diets and it is important that our fish suppliers contribute to the worldwide sustainable development
• Fish derived raw materials contribute with more than 13% to total sales (in kg)
• We use 5 different fish products,
     • Fish meal
     • Fish oil
     • Hydrolysed salmon meal
     • Krill
     • Hydrolysed fish protein
  
• These products are either by-products from the human food sector or specially designed for animals.

Our fish oil suppliers has a certificate from "Friend of the Sea".

Our fishmeal supplier fishes in a FAO designated geographical zone with regulations.

The salmon hydrolysate, a Norwegian fishery certified by the "Friend of the Sea".

The krill oil, a fishery certified by the "Marine Stewardship Council".

For DECHRA, sustainable development means reconciling economic efficiency with social fairness and the protection of the environment in a process of continuous improvement.

Good in. Good out.

Fishmeal and fish oil, which is rich in omega-3 and omega-6 fatty acids, is the backbone to almost all of our diets.

We specialise in the use of the polyunsaturated fatty acids EPA and DHA because they are preformed omega-3 and omega-6 fatty acids, which provide many immediate benefits.

Omega-3 benefits:

• Development and support of brain function and vision^2,3
  
  The omega-3 fatty acid DHA is present in high quantities in nervous system tissues such as brains and the retina in the eyes and is essential for their normal neurological function.

• Support of the immune system^4,5
  
  Long chain polyunsaturated fatty acids can have immunomodulatory effects by acting as substrates for the formation of inflammatory mediators known as eicosanoids.

• Support of healthy skin and coat^6,7
  
  Skin has a high metabolic rate and a high requirement for skin-supporting nutrients to maintain its structure, function and health. Fatty acids are important skin-related nutrients.

• Support of healthy joints and mobility^8,9
  
  Osteoarthritis can be characterized by destruction of the articular cartilage and inflammation of the joint. EPA has a dual mode of action in the reduction of clinical signs of arthritis:
  1. EPA induces the production of less inflammatory eicosanoids
  2. EPA reduces, in a dose-dependent manner, the activity of cartilage degradating enzymes
• Support of heart and kidney function^8,9
  
  Intake of omega-3 fatty acids from fish oil has proven to have a beneficial effect on pets with reduced kidney function.

NEW VERSION – developed in 2014 to deliver:

• greater consistency of kibble shape and texture
• even more palatable dry diets
• increased levels of the omega-3 fatty acids EPA and DHA
• contain beta-1,3/1,6-glucans for immune support
• energy levels to help maintain ideal body weight.


Sir Richard Branson: "We must learn that doing good is good for business."

More and more businesses are recognising that a sustainability charter is good for business;

• less waste
• better business efficiency
• in line with customer demands

50% of Pet Owners said a product with sustainable attributes motivates them to make a purchase.

Reasons why Pet Owners purchase a pet food making sustainable claims...

• 67% wanted to create less waste
• 65% said they wanted to support brands that are helping the environment
• 45% thought such claims denoted that the product was of a higher quality than other products
• 42% said they were concerned about food safety

So what's good for the planet is also good for business

*Source: Mintel - Pet food and supplies, 2013.