tinned tuna

We're only a few days in to 2011, but already this year is shaping up to be a big one in our campaign to end the plunder of the oceans.

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.

Another tin of tuna, because we know you can't get enough of these pictures

The old saying about a can of worms, is based on the idea that once you open said can, it's impossible to get the worms back in and close it again. Who knew that was true of cans of tuna too?

But fresh from our update on some of the international branded laggards yesterday, comes some news of more developments from some of the UK retailers.

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.

Update, December 2009: John West introduces new sustainability policy »

Last year we published our tinned tuna league table, ranking the main retailers and brands on the overall sustainability of their canned tuna. Tinned tuna, which is normally skipjack (the most common variety), is a food cupboard staple in the UK, and we are the second biggest consumers in the world, so we can have a massive impact on improving the sustainability of the fishing that fills the tins.

As well as assessing the information given on the tins (some didn’t even tell you what species was inside!) we also evaluated the impact of how the fish were being caught, and the company's overall sourcing policies.