Waitrose has become the first major supermarket chain to roll out the MSC logo to its full range of own-label canned tuna.

Other retailers already sell some canned tuna that carries the MSC mark, but Waitrose is adding the logo to its entire range of almost three million Essential Waitrose cans.

The first cans to carry the logo will roll out from next month and all cans will carry it by the first week of April. The move comes after the Maldives pole-and-line skipjack tuna fishery was awarded MSC certification last November.

The fact all Waitrose own-label canned tuna was Essential branded proved customers didn’t need to buy top of the range food to know it’s been sourced ethically, said buyer John Vine.

“The blue tick is well recognised by our customers so we’re pleased to offer them this added reassurance on such a regular shopping basket product,” he said.

The move will provide a fillip to the MSC logo after the body suspended certification of mackerel amid fears the North East Atlantic stock was being overfished.

“By adding the MSC eco-label on to cans of one of the nation’s favourite fish, it is giving consumers the power to reward sustainable fishing,” said Toby Middleton, MSC UK manager.

Waitrose sells four canned tuna lines, including 200g single cans and four packs of pole-and-line caught skipjack tuna in spring water, and in olive oil. It already sells jars of albacore tuna that carry the MSC logo so, from April, all Waitrose cans and jars of tuna will bear the logo.

Sainsbury’s will introduce MSC certified skipjack tuna across 60% of its own label canned tuna range at the end of April. In December, John West revealed plans to undertake an MSC pre-assessment for the Seychelles purse seine tuna fishery.

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