The Fish Finder application, which launched on Monday (October 10), allows customers to track the exact source of their canned fish, including the ocean and even the boat that made the catch.

Its commitment to create full chain traceability forms part of an on-going fish sustainability and marine biodiversity programme launched by John West in September this year in consultation with Greenpeace and a wide range of industry experts.

John West managing director, Paul Reenan, said: “John West is dedicated to tracing the supply chain of every fish sold so we can ensure that we continue to sell fish which is not under threat and is sourced from areas of world where the quantity of fish is high.

“We know the origins of every product in our range and we are committed to sharing this detail with all our customers, starting with tuna and rolling out across our other seafood ranges over the next 18 months.”

The Fish Finder forms part of John West’s wider variety of sustainable initiatives, which include sustainable tuna sourcing, respecting marine reserves and full compliance with the EU illegal, unreported and unregulated (IUU) regulation.

Carys Matthews

Action inspires action. Stay ahead of the curve with sustainability and energy newsletters from edie