Wednesday 12 October 2011

From Fisherman to Fork - John West Lets Brits Trace Their Fish !

John West is launching a world-first initiative to enable shoppers to trace exactly where their canned fish has come from. For the first time ever, consumers will be provided access to information about where their fish was caught, including the ocean and even the boat that made the catch.

The innovative scheme allows consumers to input a unique code - found on the lid of every can of John West tuna - into the company’s ‘Fish Finder’ at . The code then reveals the individual story behind each and every can.

The company has launched the campaign as part of its commitment to traceability, and to providing shoppers with the highest quality fish in every can. Paul Reenan, of John West, says: “For the first time, we have made it possible for consumers to trace exactly where their fish comes from. We know the origins of every product in our range, and we are committed to sharing this detail with all of our customers.”

He continues, “John West is setting a precedent in the canned fish industry, leading the way when it comes to traceability and offering our shoppers unparalleled transparency over their fish’s origins.”

The scheme launches on Monday 10th October, supported by a new advertising campaign and bespoke website. It will begin with tuna and roll out across other seafood ranges over the next 18 months.

John West is the only UK canned fish company to have its own fishermen and fleet of boats, and has been fishing the world’s oceans since 1857.


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  1. What a great idea, and not before time. Now I know where my fish will have come from.


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