AUSTRALIA | Australian brands and retailers have achieved a significant sustainability milestone, with approximately 70 percent of canned tuna now sourced and labelled from independently MSC-certified sustainable fisheries.
With an estimated 336 million servings consumed each year, tuna is a staple in most Australian households, making this shift one of the most consequential changes in Australia’s grocery sector in recent years.
Sparked by Coles’ 2024 announcement to commit to 100 percent MSC sourced canned tuna, all three major retailers, Coles, Woolworths, and ALDI, now exclusively offer MSC-certified homebrand tuna.
"What we have witnessed in Australia is a genuine market transformation. Australia's major retailers now offer only 100 percent MSC-certified home brand tuna, making sustainable canned tuna the new default for millions of households,” said Anne Gabriel, Program Director at the Marine Stewardship Council (MSC).
Australia is one of the very few markets globally where this kind of industry-wide alignment has happened at this pace and scale.
Scott Wing, Senior Manager - Sustainability, Woolworths Group, said the transition has given customers confidence in their sustainable tuna choices.
“We aim to make sustainable choices accessible and affordable for all our customers," said Wing.
"By transitioning our own-brand canned tuna ranges to fisheries certified to the MSC standard, we're giving Australian families confidence that they are purchasing a great-value product that has been sourced sustainably. Our long-standing partnership with the MSC helps us deliver on this promise.”
From Australian shelves to global fisheries
A small but growing number of Australian-owned, locally fished brands, such as Walker’s Tuna and Little Tuna, have contributed to the category by offering domestically sourced alternatives.
However, most canned tuna in Australia remains imported, mainly from the Western and Central Pacific Ocean, the world’s largest tuna resource and one of the most environmentally sustainable. This means supermarket decisions in Australia directly influence fishing practices in international waters.
“When retailers commit at this level, it encourages brands and fisheries to meet rigorous certification standards, leading to healthier tuna populations and stronger livelihoods for communities dependent on these waters,” said Gabriel.
John West introduced certified tuna to Australia in 2012, boosting supply and consumer awareness since then.
“For over a decade, John West has demonstrated its commitment to responsible tuna sourcing through its partnership with the Marine Stewardship Council. The decision by retailers to transition to MSC‑certified sourcing reflects strong collaboration across the supply chain and helps make responsibly sourced seafood the easy choice for consumers,” said Phoebe Dowling, Director Global Food Sustainability, at Simplot.
Despite this progress, work remains to be done. Gabriel hoped to see even more of the market move towards MSC certification, stating that greater collective commitment means greater impact for the ocean.
“For consumers, this shift means sustainable tuna is now the norm, not the exception, on supermarket shelves."
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