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Our oceans are in crisis – and overfishing is one of the biggest pressures of all. That’s why we’ve teamed up with one of the biggest seafood companies in the world: John West and its parent company Thai Union are responsible for about 30% of the tuna sold in the UK.

By working together with John West to reduce the environmental impacts of fishing and put all their UK supply chains on a traceable, sustainable footing we’re protecting marine life, securing fish stocks, pioneering new approaches to fisheries management, and inspiring the rest of the industry to follow our lead.


WWF and John West set out the aims of our partnership in our joint Seafood Charter. Our aim is for all of the company’s products sold in Europe to come from sustainable sources.

At the same time, our partnership is getting directly involved in fishery improvement projects (FIPs) in areas where tuna are caught. These multi-stakeholder initiatives – involving fishers, management authorities, NGOs, communities and others – identify and implement changes to put fisheries on a sustainable footing.

As well as making improvements to its business operations – and spreading knowledge of these best-practice innovations through the wider industry – John West is also providing crucial support to some of WWF’s most important marine conservation projects. These safeguard valuable ecosystems, help communities, and strengthen global food security.


Transforming an international seafood business dealing with migratory species in fisheries around the world is no small operation, but since WWF started to work with John West in 2014 we’ve made huge progress together. As a partnership, we have committed to reporting on our progress annually. Highlight from our  our 2019 progress report (PDF) include:

  • More than 90% of John West’s European tuna supply is now covered by FIPs. The largest is in the Indian Ocean, while another is well under way in the Eastern Atlantic. We’re also negotiating the launch of FIPs for tuna fisheries in Brazil, Ghana and Senegal.
  • John West is providing vital funds for WWF’s Coastal East Africa conservation programme, supporting artisan fishing communities. Some 350 people so far have been trained in data collection and analysis at 111 landing sites, supported by a new bespoke smartphone app.

We’re committed to ensuring that the oceans are sustainable now and for future generations. They must be protected, as well as the communities that rely on them across the world. Our sustainability objectives are far-reaching but, at the same time, with key partners such as WWF, we know they can be achieved

Paul Reenan, Regional President, TUE

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