Viewpoint 1/2 John Tomlinson
‘We believe that in the future the best-selling product will be the most sustainable product’
In 2011, the global population reached seven billion, and latest estimates predict further growth to nine billion by 2050. As the world’s population continues to grow, there will be more mouths to feed and people, particularly in the developing world, will continue to rely on fish as their primary source of protein. Of late, the media has been awash with stories of overfishing. One of the most prominent challenges facing the fishing industry when assessing the staggering demand for seafood, is how to access to the fish needed to feed the ever-growing population.
Many seafood suppliers buy their pro- duce from third parties due to the high costs of building and maintaining the large vessels required to fish on an industrial scale. Buying produce from third parties can lead to black spots in the supply chain, leaving consumers in the dark about the true source of the fish they are
John West launched a new range of pole and line caught tuna last year buying, or even the method of catch. John West avoids these black spots, because it owns a fleet of eight large-scale fishing vessels enabling full-scale traceability to show where and how the fish are caught. This is important because consumer attitudes towards food provenance are shifting rapidly. A survey conducted by the non-profit consumer rights campaigners, Which?, found that three in four people believe that protecting the environment is an important issue when choosing what to buy, and 63% believe that it is either ‘fairly’ or ‘very important’ to know where their food comes from. The fishing industry has been particularly influenced by the increased demand for ethically caught seafood and we are beginning to see dramatic changes in how the industry operates. In response to the changing climate, John West introduced the UK’s first Can Tracker whereby consumers can track the source of the fish in their can, including the ocean in which the fish was caught and the exact boat that made the catch.
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