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, thanks to a new scheme by John West.The project from the only UK canned fish company to have its own fishermen and fleet of boats, is a world-first initiative which enables shoppers to trace exactly where their canned fish has come from. Consumers simply input a unique code – found on the lid of every can of John West tuna – into the company’s ‘Fish Finder’ at www.john-west.co.uk. The code then reveals the individual story behind each and 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. “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 will begin with tuna and roll out across other seafood ranges over the next 18 months.
