Transforming markets | wwf
Sugar cane field, close-up. Zambia. 
	© Martin Harvey / WWF


Transforming markets for a sustainable future 


Atlantic bluefin tuna (Thunnus thynnus) shoal, captive, Malta, Mediteranean, May 2009. / ©: Wild Wonders of Europe / Zankl / WWF

© Wild Wonders of Europe / Zankl / WWF


WWF works with some of Australia’s leading seafood businesses – chosen because of their progressive practices and significant influence over supply chains. We have partnered with Blackmores, Coles, John West and Tassal to help them transition to responsibly sourced seafood and fish oil products by 2015.

PT Ratah Timber, a timber company which is a member of WWF's GFTN programme, East Kalimantan, ... / ©: WWF-Canon / Simon Rawles

© WWF / Simon Rawles

Timber & paper
WWF’s Global Forest & Trade Network aims to eliminate illegal logging and drive improvements in forest management. Network participants in Australia, including Kimberly-Clark, have committed to removing unknown sources from their supply chain.

Droughtmaster bull in front of’ Mt Brisbane’ Homestead, southeast Queensland. / ©: Ian McConnel

© Ian McConnel

We work with Australia’s top beef industry players, including McDonald’s, JBS, Teys, Merck and the Cattle Council of Australia, to promote more sustainable beef production.

Project Catalyst is a pioneering partnership between WWF-Australia, sugarcane growers, natural resource management groups and The Coca-Cola Foundation, supported by state and federal agencies.

Close-up of palm fruit waiting for transportation to the mill. / ©: James Morgan  / WWF-International

© James Morgan / WWF-International

Palm oil
Recent expansion of palm oil production is a major cause of deforestation, habitat loss, air pollution and climate change. WWF-Australia helps companies deliver on their commitments to responsible sourcing of palm oil.

Financial services
WWF works with financial institutions to integrate sustainability considerations into lending and investment operations.

© Michael Buckley / WWF-Canada
Metals and mining
WWF-Australia works with steel producers and related sectors as part of efforts to promote more responsible production practices in the metals and mining industry.

Our approach

WWF aims to improve the way basic commodities are produced – to reduce environmental impacts while delivering social and economic benefits. However, this is no small task. How can WWF influence the buying habits of seven billion consumers or the production practices of 1.5 billion producers globally? The key is to work with the largest companies with the greatest influence on commodity supply chains: the big retailers, brand owners, manufacturers, processors, traders and bankers.

More and more companies are starting to make the change – to secure sustainable supplies of high-quality raw materials and enhance the appeal of their products to discerning consumers at the same time. Once there is sufficient demand for higher production standards, commodity markets reach a tipping point where sustainability becomes the norm. This approach gives us real leverage and an opportunity to reduce the negative impacts of production on critically endangered habitats and species, even as global demand for commodities continues to grow. We engage with the companies who work in these commodities in a range of ways.

Find out more here.