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Our Partnership with WWF Supporting responsible fishing

At John West we’re celebrating fishing communities around the world who care as much about protecting the oceans as we do.

Our new short film, which was launched on World Tuna Day, takes you on a journey to Mafia Island off the coast of Tanzania, where we’re funding a WWF project which is working with local people to ensure sustainability of livelihoods and the ocean.

The warm waters and delicate coral reefs along Africa’s east coast provide vital food and jobs to millions of people. They’re also home to a stunning variety of wildlife, from tiny clownfish to whale sharks, the world’s largest fish.

But the riches of the sea are threatened by climate change, pollution and overfishing.

WWF’s conservation project is helping local communities monitor and manage the fish stocks that they and their families depend on and to ensure the oceans can support them for generations to come.

The project is just one part of our ambitious partnership with WWF. We’ve been working with them since 2014 to ensure that all of our products are environmentally sustainable.

You can read more detail about all the progress we’ve made along our sustainability journey in a new blog from Andy Russell, one of WWF’s seafood specialists and a key expert in our partnership.

This partnership is vitally important to us, our customers and, through the long term improvement it is driving, to people around the world. Without a responsible approach to fishing, future generations might not be able to enjoy delicious, healthy seafood and precious wildlife could disappear from our oceans.

And while John West doesn’t source from small fisheries like the one in our film, we feel a deep connection to those communities who rely on healthy oceans just like we do. That’s why we’re proud to support WWF’s work in coastal east Africa.

JOIN WWF: If you've been inspired by our film, becoming a WWF member is a great way to support their work on oceans – join today

Photos © GREEN RENAISSANCE / WWF-UK

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