For over 10 years, the partnership between John West and WWF-Australia has been a catalyst to drive change and promote sustainable fishing practices around the globe.


Protecting our oceans together

In February 2016, Australia's largest branded seafood supplier John West Australia was the first brand to secure 100% MSC certification for their Skipjack Tuna products.

Since then, more than 80 million cans of John West MSC tuna have been consumed by Australians.

The achievement is a testimony to the commitment to sustainability by John West Australia (owned by parent company, Simplot), and their partnership with WWF-Australia.

John West Australia continues to migrate other branded products to MSC and ASC certified sustainable sources. Now that's some haul.

Celebrating over 10 years of partnership

For over 10 years now, the partnership between John West and WWF-Australia has been a catalyst to drive change and promote sustainable fishing practices around the globe. With a growing world population, we must protect the future of seafood for people and the planet. WWF-Australia and John West are committed to their ongoing partnership and safeguarding oceans for generations to come.


WWF is a leading voice for nature. WWF has guided Simplot’s John West brand on adopting the best standards in responsibly sourced seafood, including the Aquaculture Stewardship Council (ASC) and the Marine Stewardship Council (MSC) certification and labelling scheme.

Graham Dugdale

Simplot Australia, Managing Director

Partnership wins

John West Australia is a signatory to the WWF Global Sustainable Seafood Charter.

The move to source MSC-certified sustainable skipjack tuna, launched to consumers in February 2016, followed months of behind-the-scenes supply chain audits, sustainability improvements and a program of rolling implementations. John West Australia has broadened its the scope of it’s partnership with WWF-Australia to raise the sustainability bar even higher across their product range. The company has also contributed over $1 million to WWF-Australia conservation projects to help protect the oceans and fish species. WWF-Australia, the Australian Government through the Australian NGO Cooperation Program (ANCP) and John West Australia are supporting innovative, community led approaches to sustainable fisheries management.

The bottom line

One company has changed the dynamics of the canned tuna industry in Australia. With over 40% of canned tuna sold in Australia bearing the MSC ecolabel, shoppers find it much easier to pick a sustainable tuna product they can trust. Over time, it is hoped that sustainability will become a given in the minds of consumers, backed by the credibility of the MSC ecolabel. In addition, with sustainable practices that ensure fish stocks, plus a long-term buyer for their product, the fishery provides towns and villages across eight Pacific Island nations with a secure economic future.

Projects supported by John West