John West To Launch 100 Percent Pole And Line Tuna In Germany ff

By Atuna.com

In November 2012, John West will enter the German market exclusively with Pole and Line caught Tuna, making it the only brand in the country to provide Tuna sourced by this selective catch method at a standard price.
 
The launch coincides with the release of John West’s Can Tracker in Germany; a unique application which enables customers to trace the exact source of their fish, including the ocean and even the boat that made the catch. 
 
Both the Pole and Line range and Can Tracker application are available in the UK, Ireland and The Netherlands reflecting John West’s ambition to become the leading supplier of sustainable seafood products in Europe.
 
Bart de Vuijst, European Country Manager, John West said: “Consumer researchshowed us that three in five shoppers in Germany think that buying sustainably caught fish is important as it protects the fish in our oceans for future generations.  Forty-three percent also said that they would buy more fish if they knew that it had come from a sustainable source. We have responded to this consumer demand by bringing a new range to market.”
 
Paul Reenan, Managing Director, John West said: “The launch of the Pole and Line range and Can Tracker application are a key part of our sustainable sourcing policy which is effective throughout Europe. These initiatives form part of a wider sustainable sourcing policy which came into effect in 2011, and will see John West move to 100 percent Pole and Line and/ or FAD-free fishing by 2016 across all markets in which we operate. The launch of the range in Germany is an important milestone in moving towards this goal.” 
 


The Pole and Line range is 100 percent Skipjack Tuna and comprises three varieties in Germany: Steaks, Chunks and Salads supplied in 160g cans, and will be found on the shelves of all Edeka stores across Germany. The ranges will be competitively priced in line with other leading brands.

Edeka had earlier expressed its interest, through its partnership with WWF, to buy MSC certified free school caught skipjack tuna from the PNA.  The leading German retailer aims to sell only sustainable MSC certified fish under its own private label. Due to the lack of interest by PNA tuna boat owners to supply MSC tuna, the retailer has now switched its focus to John West branded pole and line caught tuna as an alternative.

John West is part of MW Brands, which is wholly owned by Thai Union.  The source of the pole and line skipjack tuna will most likely be Ghana.