John West gutted on social after Greenpeace push

By By Amy Kellow | 24 October 2012
 
John West.

Following Greenpeace's 'Reject John West' campaign, the environmental organisation has slammed the brand with accusations it blocked its Facebook page from international audiences after a barrage of consumer criticism.

The Simplot-owned brand was targeted by Greenpeace earlier this week with an online campaign criticising its use of fishing aggregated devices (FADs). It has accused John West of blocking its Facebook page from overseas consumers, suggesting it has been actioned in order to lessen the backlash.

Greenpeace claimed the use of such nets has grave impacts on other marine life, and that 10% of John West's haul is baby sharks, turtles and stingrays. The campaign was led by a spoof video of John West's newly launched 'Best Your Best' campaign and a website encouraging people to contact the brand about its practices

Greenpeace oceans campaigner Nathaniel Pelle said: “Anyone outside Australia or New Zealand is being blocked from seeing the John West Australia page. John West’s green veneer is washing off and they’ve replaced it with a blackout."

Pacific-based Greenpeace oceans campaigner Duncan Williams said: “John West doesn’t even get their fish from Australia; its tuna comes from the world’s largest tuna fishery in the Pacific. Yet Pacific Islanders aren’t even allowed to express their opinions to John West.

“It is an insult that John West think Pacific Islanders like myself shouldn’t have a say in how they fish when they are plundering our fishery."

However, the blackout hasn't stopped local consumers from voicing their concerns about the brand's methods. One user said: "Shame on you, John West, you have totally disillusioned and disgusted me in your greedy and destructive pursuit of profit."

"I'm returning the John West tuna I bought yesterday and won't be buying it again. I'm disgusted with corporations and companies that lie to consumers about their products and practices," another said.

One consumer added: "Pathetic attempts to disguise your companies unethical plundering of the oceans in the name of profit. Consumers are onto you and will boycott unethical companies such as yours until you progress.”

Another argued: "Imagine how many customers you're going to lose over the next three years now that your dirty little secret is out."

Users also said the brand deserves "nothing less than to go out of business all together" it should "enjoy the backlash".

John West since issued a statement on its website in hope of deflecting the criticism, drawing attention to its long-term partnership with the World Wildlife Fund (WWF) and goal to be FAD free by 2015.

"This partnership will see all John West products sourced sustainably by 2015. John West supports the WWF position on FADs and recognises that if there is no way to source sustainably from FADs, then only tuna caught without using FADs will be sourced in order to meet our 2015 sustainability goal."

It also promoted the partnership on its Facebook page which resulted in consumers deeming it "a parody" and "complete rubbish".

John West was unavailable for comment at the time of writing.

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