Princes

So, what's been going on since our tinned tuna league table was released on an expectant world at the weekend? Quite a bit as it happens and already you've helped us score another small but vital victory over the worst of the tuna companies, Princes.

Two whole years in the making, Princes' new 'sustainable seafood statement' was supposed to address many issues. Specifically it was supposed to be explaining just what the company intended to do to drag itself from the bottom of our tinned tuna league table by explaining the measures they were implementing to ensure they were sourcing their tinned tuna responsibly.

There's a well-known model of how dodgy big business deals with campaigns against them. To summarise, it goes a bit like this:

• Company X gets some bad press for doing something wrong, especially bad press if it kills lots of charismatic megafauna;
• Company X initially retaliates saying, 'It's all lies, honest';
• Company X then admits it isn't all lies, but comes up with some way of kicking the issue into the long grass, usually some commission or foundation (ideally with a word like 'conservation' or 'sustainable' in its title) or some interminable period of gathering research, in the hope it all blows over and people forget what they were upset about.