A brand commitment between John West Australia, WWF-Australia and the Marine Stewardship Council has been formed to help end unsustainable fishing methods within the Australian canned tuna industry.
The Pacifical alliance is the result of years of the entities working together to find a way to overhaul John West's supply standards within Australia, moving towards a more sustainable future for the world's oceans.
According to WWF Australia CEO Dermot O'Gorman, the alliance will now oversee 100 million cans of clearly labelled Pafical MSC certified sustainably sourced tuna in supermarkets.
"The magnitude of this -affecting a huge 43 per cent of Australia's canned tuna -makes this a world first. Sustainability in Australia has just taken a mighty step forward thanks to the leadership of John West Australia, O'Gorman said.
8 Pacific Island nations are united within the Parties to the Nauru Agreement (PNA) and are world leaders in tuna conservation and management with many global firsts such as high seas closures to fishing, observers on 100 per cent of pure seine fishing vessels and fishing day restrictions.
Population of fish species utilised by humans have fallen by half, however Australia's leading tuna brand is confident its position will aid in bringing awarness to the issue on a global scale.