The partnership sets out to:
Supply chain transformation: 100% of the seafood sold by John West will be either MSC certified or engaged in Fishery Improvement or Conservation Projects (FIPs) aimed at bringing their sustainability status up to certification.
Engagement, education and communications: We aim to raise awareness of 
the need for sustainable seafood sourcing and the impact this has on lives.
We will provide consumers across Europe with the information they need to make informed choices on the products they buy.
Advocacy and policy change: Working together, we have embarked on joint advocacy for full compliance to fisheries’ regulations and for promoting robust fisheries’ management policies.
Sector leadership: We have started demonstrating successful leading industry practices in full traceability from vessel to plate, preventing Illegal, Unreported and Unregulated (IUU) fishing activities, improving the sustainability of seafood and promoting ethical sourcing.
Conservation projects: Through WWF’s global initiative, we already funded vital conservation work to benefit sustainable fishing, food security and livelihoods in Coastal East Africa.