UK canned fish producer, John West, has launched in Germany with the emphasis firmly on the sustainability and traceability of its 100% pole and line caught skipjack tuna.
This move coincides with the release of John West’s online Can Tracker application in the country, which allows customers to trace their canned fish – right down to which ocean it’s from and the boat that made the catch.
Paul Reenan, managing director, John West, said to World Fishing & Aquaculture: “The launch of the 100% Pole and Line range in Germany will enable John West to make strong progress towards the sustainability commitments it made within its sustainable sourcing policy in 2011. The aim being to achieve 100% Pole and Line and/ or FAD-free fishing by 2016 across all markets in which the company operates."
He added: "Ultimately, it will help John West achieve its long term ambition to become the leading supplier of sustainable seafood products in Europe.”
John West's Pole and Line range and the Can Tracker online application are already available in the UK, Ireland and The Netherlands.
The Pole and Line range will comprise three varieties in Germany: Steaks, chunks and salads supplied in 160g cans. They will be found on the shelves of all Edeka stores across Germany.
