Imagine a world without fish...

The choices you make can have a huge impact on our oceans. But people don't understand what they've got until it's taken away. So to demonstrate the problem of unsustainable fishing, we created a new tuna brand, and launched it across the nation. See how Australia and New Zealand liked a taste of a future without fish.

We've all come together, so we have fish forever

WWF Logo MSC Logo John West Logo

John West, WWF and the Marine Stewardship Council have joined forces to help ensure that we'll have fish in our oceans forever. Explore more below and see how together we can work to finish unsustainable fishing for good.

Introducing Unlimited Edition Cans

Your choice will help us reach $1,000,000 for WWF's Ocean Conservation Projects.

Photos from the conservation projects you can help