0:00
by 2050 we're going to have a more than
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10 billion people on this planet and
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those people need to be fed and to do
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that properly we have to make more
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product but you also have to deliver it
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to the people that wants it
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some of my recent research has been
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about understanding the Chinese market
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particularly for Canadian shellfish
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exported to them we talked with members
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across the shellfish supply chain in
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Canada and in China and we discovered
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that there's market for sustainably
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caught shellfish particularly Scholar we
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found this market segment they're
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willing to pay more for a product that
0:44
sustainably caught sustainably produced
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and delivered so a big market potential
0:50
there for a product that will give
0:52
consumers what they want but also doing
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a sustainable fashion China is no longer
0:57
in emerging market most exporting
0:59
countries have been supplying them with
1:01
product for a number of years
1:02
particularly food products and and
1:04
particularly shellfish so across the
1:06
different types of shellfish such as
1:08
lobster crab shrimp scallop there's a
1:11
lot of competition and a lot of
1:13
competition is based on price but also
1:15
more importantly the qualities of the
1:17
product such as whether it's just value
1:20
for money but the texture of the meats
1:23
how its caught and how its processed is
1:25
it's safe to eat is it going to make
1:27
people sick or not and also elements of
1:30
sustainability how it was caught who the
1:32
people the quarter are their livelihoods
1:34
impacted by that chain and in a positive
1:37
way or not it's important to remember
1:39
that food is not made by people it's
1:42
made by people running businesses and as
1:46
passionate as they are about the food
1:49
they make
1:50
the place they make it in how
1:52
environmentally sustainable it is how
1:55
socially sustainable it is it has to be
1:57
profitable more food does not equal more
2:01
people businesses can go out of business
2:03
because they're supplying and they're
2:05
not being profitable the challenge is to
2:07
be able to produce profit the billion
2:10
food which is difficult because margins
2:12
are slim but also being environmentally
2:14
and socially sustainable to the place
2:16
and the people who make it
2:25
you