Safeguarding Indonesian Global Tuna Passport: Why MSC Reassessment is the Lifeblood of the Industry?

In the latest of our series of interviews with industry pioneers, Robert Tjoanda, Director of PT Harta Samudra, reflects on the journey to MSC certification, the philosophy of “Gotong Royong” (mutual cooperation), and the importance of leaving the world better than we found it.

What does MSC certification mean for PT Harta Samudra?

For us, it has been a long learning process. We have seen that products with the MSC label attract significantly more interest. Through this journey, we have learned the right way to conduct sustainable fishing and eco-friendly practices. As a reward, we have gained much better access to international markets.

One thing I have learned: the industry cannot do it alone, the government cannot do it alone, and NGOs cannot do it alone. Everything is interconnected. In Indonesia, we have the principle of Gotong Royong when all parties work together, everything becomes easier.

AP2HI is currently undergoing a Reassessment process. Why is this so crucial for your company?

It is actually more crucial now than when we first started. MSC certification has become a basic requirement for export and market access. Back then, we started with “faith”, a belief that this would be useful one day.

By starting early, we weren’t chased by time. When you rush, the results are rarely optimal. Starting early gave us the time to learn, revise, and ultimately achieve a better outcome.

Is maintaining certified status still relevant in today’s industry climate?

We don’t just learn for an “exam” we learn so the knowledge can be absorbed and practiced. Reassessment is a way to ensure we stay on the right track and that our actions remain relevant to current conditions. The industry is always evolving, and we must keep up with the latest information.

“Sustainable fishing is actually about sustainable business. Fisheries management is not just about managing the fish it is about managing the people.”

What motivated you to bring sustainability principles into your business?

The vision of PT Harta Samudra is to create an impact. Our mission is to leave the world better than we found it. If the fish in the sea are gone, what will we have left to sell? Sustainability is the only way forward. With MSC certification, there is a credible party acknowledging that what we are doing is right and responsible.

How do you ensure these certification principles are maintained at the fisher level?

It is certainly challenging, especially at the beginning. The key is a gradual approach. We started with small groups as examples; once they succeeded, others followed. Changing habits takes years it isn’t instant.

We give them the understanding that “The sea is your dinner plate.” If they don’t protect it, they are the ones who will lose out in the future. We build awareness so they understand and care for the resource themselves, until it eventually becomes a habit.

What is the most significant change you have seen among the fishers?

A sense of pride. They are proud to be fishers who practice sustainable fishing. Being recognized by the world brings a sense of happiness that is sometimes more important than material gain. That appreciation knowing that what they do is seen and valued globally means a lot to them.

How do you guarantee the credibility and traceability of your products?

It’s about ensuring the right systems are in place. Our strategy is to ensure as many of our products as possible are certified. This reduces the effort needed to segregate non-certified products and minimizes risk. We also use digital traceability to reduce the risk of mislabeling and to keep everything well-organized.

Is Indonesia on the right track to be a major global player by 2030?

I believe we are heading in the right direction. Indonesian fishery products have a positive image globally caught in Indonesia, processed in Indonesia, and done sustainably. We just need to remain consistent on this path to reach our goal.

What is your favorite tuna dish?

I love grilled tuna belly because it stays juicy and doesn’t get dry. I also love tuna jaw (rahang tuna); it absorbs spices perfectly. Interestingly, I actually prefer the byproducts! And here’s a funny thing: I am a tuna seller, but I used to dislike sashimi. Over time, however, it has grown on me and now I love it!