John West wants you to know where your tuna came from. Enter the can code into their website and see the ocean and boat that caught your tuna.
This is a good start in transparency for tuna. The big tuna companies could have done this a long time ago. They track their tuna to minimize costs in the case of recalls of unsafe tuna.
Now all we need is sustainability information like how it's caught and whether fishing is sustainable. What do you say John West? Will you collaborate with eNGOs on adding sustainability information to your website?