John West has aligned itself further with the Marine Stewardship Council by choosing only sustainably sourced Skipjack tuna for its ranges.
As part of a partnership with the WWF and Pacifical, its tins of tuna now feature a logo showing the product is sustainable seafood which has been certified by the MSC.
As part of its campaign to alert the public to the possibility of “a future without fish”, John West handed out tins of “Finnish Tuna” to shoppers in World Square, Sydney today.
When the tins were opened, consumers found only water and a note which helped them consider the impact of unsustainable fishing.
“We need transparency across the whole market to ensure tuna is sustainably caught,” John West Australia executive director Graham Dugdale (pictured) told Food & Drink Business.
“We want consumers to know that the choice they make in the supermarket impacts our oceans.”
Dugdale described the company's move towards certification as “brave” due to the cost involved.
“We've re-established the traditional supply chain and introduced governance that wasn't there before,” he said.
“An independently certified eco label keeps the whole supply chain honest.”
John West has a 43 per cent share in the tuna market, and Dugdale feels it is blazing a trail for other suppliers by only procuring sustainably sourced Skipjack.
He said it was easier for John West to make such changes as it is a privately held company.
“It has cost us a lot but we anticipate that over time more consumers will buy our products due to the MSC certification.”
Dugdale said the “social experiment” in World Square was designed to create awareness and move consumers to action.
“Close to 90 per cent of our seafood stocks are under stress or at risk of over-fishing,” he said.
“If we don't make a change, who will?”
