WWF began partnering with John West in February 2012. Under the partnership, John West is on a three year journey to ensure all of its seafood products in Australia and New Zealand are responsibly sourced by 2015.
This partnership is part of WWF’s Market Transformation Initiative. WWF-Australia is working with leading Australian seafood businesses including John West, Coles, Tassal and Blackmores to help them transition to responsibly sourced seafood and fish oil products, contribute to the long term health of our oceans, and encourage others to do the same.
About John West
John West is the largest branded seafood supplier in Australia and New Zealand. The partnership with WWF is one element of John West’s sustainability policy called Our Oceans Forever.
What we’re doing together
WWF is working with John West to improve the sustainability of its seafood supply chain in Australia and New Zealand. This involves reviewing John West’s entire sourcing process from the ocean to the supermarket shelf.
Working together also provides a platform to educate consumers about their seafood choices including MSC and ASC certified products.
The partnership agreement features key milestones for John West to meet in their journey to sustainability ensuring accountability.
The first milestone saw John West become a signatory to WWF’s Global Sustainable Seafood Charter. This commits John West to clear objectives to safeguard our valuable marine ecosystems while ensuring the long term viability of seafood supplies.
Through the partnership, John West is also investing in WWF conservation projects in the Pacific Ocean to improve the environmental performance of tuna fisheries.
WWF provides John West with expert advice and helps to review their seafood sourcing across all products sold in Australia and New Zealand.
In this advisory role, WWF provides input into developing and implementing John West’s sustainable seafood strategy and creating the action plans to transition John West’s range to being responsibly sourced.
This means all John West seafood will come from either:
• Marine Stewardship Council (MSC) certified fisheries or
• Aquaculture Stewardship Council (ASC) certified farms
If these products are not available, John West is committed to using:
• Responsibly sourced seafood products as advised by WWF, or
• Seafood products from a fishery or aquaculture operation undergoing an improvement project (to become more responsible) as recognised by WWF.
> By 2015 John West will end sourcing tuna from fisheries using methods that current science shows to be unsustainable such as the use of FAD-associated purse seine caught tuna and will only sell tuna caught using environmentally responsible methods, currently defined to include pole-and-line and un-associated purse seine. New fishing technologies, processes or practices that are developed must be shown through independent, peer-reviewed research to have an equal or lower level of by-catch and/or habitat damage and/or ecosystem impacts and/or impact on CPUE data collection as those methods mentioned above before being considered as sustainable alternatives.
What we’ve achieved together
To date the John West and WWF partnership has achieved the following:
• John West became a signatory to the WWF Global Sustainable Seafood Charter
• The sourcing of John West’s canned and chilled seafood range has been reviewed and environmental issues identified
• A seafood traceability system has been created to track products back to the place where they were fished
• Plans to transition products to being responsibly sourced are being created to formalise timeframes and responsibilities for this important work
• John West has invested in two WWF conservation projects. The first project is aimed at improving livelihoods of coastal fishing communities in Solomon Islands and Papua New Guinea. The second project is focused on maintaining Marine Stewardship Council certification of the Maldives pole-and-line skipjack tuna fishery.
Click here for more information about WWF Strategic partnerships and WWF Transforming markets page.
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John West commitments
Learn more about John West Conservation projects:
Improving livelihoods of coastal fishing communities in Solomon Islands and PNG
Maldives Indian Ocean skipjack management strategy evaluation