Simplot Australia’s seafood division John West Australia has announced today a ‘Sustainable Seafood’ partnership with the world’s largest conservation organisation, World Wildlife Fund (WWF).

WWF is said to be creating solutions for serious environmental problems “facing our planet, helping people and nature to thrive”. WWF works with the fishing industry and other businesses, as well as government and local communities to safeguard marine wildlife, natural environments and livelihoods of people who depend on the oceans for their well-being.

The partnership commits John West Australia to WWF’s Global Sustainable Seafood Charter, and features John West to meet sustainability, including a commitment to ensure that all John West Australia products will be sustainable by 2015.

Terry O’Brien, Managing Director of Simplot Australia (owner of John West Australia), said of the partnership, “At John West Australia, we are passionate about seafood and dedicated to playing a role in the long-term health of our oceans. We are committed to responsibly sourcing our products and look forward to working collaboratively with WWF-Australia to ensure quality seafood can be enjoyed for generations to come.”

Dermot O’Gorman, CEO of WWF-Australia added, “WWF-Australia works with fisheries and supply chain partners to protect our marine environment by improving the sustainability of seafood, and educating consumers about sustainable seafood choices”.

As well as entering WWF’s Global Sustainability Seafood Charter, John West Australia said they have developed its own overarching sustainability strategy, “Our Oceans Forever”. This strategy is said to apply to all facets of John West Australia’s business and has three key pillars designed to ensure long-lasting change: Respect for Resources, Commitment to Innovation and Passion for People.

John West’s Australia Pole and Line Skipjack Tuna range, will be the first to carry the “Our Oceans Forever” logo from the end of February 2012. The Alaskan Salmon range already carry the Marine Stewardship Council’s (MSC) logo and certification – meaning that the products have met the MSC’s strict chain of custody criteria that is said to ensure full traceability.

Australian Food News has previously reported that Coles also enlisted the WWF to introduce certified sustainable seafood options for customers as well as phasing out sales of several overfished and at-risk species.

Australian Food News also previously reported results of a poll commissioned by WWF throughout Europe that an overwhelming majority of EU citizens bought fish from sources that are sustainable and not over-fished.

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