So far, so good. Sainsbury's, M&S and Waitrose continue their established sustainable sourcing policies. For the others, a gold star goes to class swots Co-op who have delivered on their promises early. Tesco are rising to the challenge of meeting the earliest deadline at the end of 2012, and Asda and Morrisons are making solid progress. The two big brands Princes and John West have the biggest journeys to make, as they sell the largest quantities, but rest assured we are in regular dialogue with the companies to ensure paper promises turn into change in the water.
Our success has also opened space for new players such as The Reel Fish Co who sell Maldivian pole and line skipjack tuna, whilst the established brand Fish 4 Ever continues to supply pole and line tuna from the Atlantic & Indian Oceans.
With your help we have made the UK the most sustainable tuna market in the world, with the tuna industry here leading the global industry by advocating marine protection and reshaping itself to fish sustainably in ways that conserve fish stocks and ensure healthy oceans for generations to come. The UK shifts have not just raised the bar, they've completely changed it. FAD-caught tuna is no longer acceptable here, and that movement is spreading globally.
But there's still a long way to go to combat destructive fishing. The next stage of our tuna journey took us to the Indian Ocean, which supplies around a quarter of the world's tuna and is where much of the UK's tuna comes from. The new Rainbow Warrior took us on a tour in these waters to meet with coastal communities, governments and industries to learn more about how fishing fleets operate there and to encourage local people to defend the world's oceans. We'll be reporting back about the tour soon. Stay tuned tunahuggers.