Greenpeace launches ad campaign targeting Clover Leaf Seafoods

Feature story - December 5, 2012
Today, Greenpeace launched a series of advertisements directed at Canada’s biggest canned tuna brand, Clover Leaf Seafoods, publicly requesting that the company finally agree to talk about an end to its sourcing of tuna from destructive fisheries.


“Clover Leaf has said it wants to engage under the guise of science, but its executives are really just avoiding a straight conversation about how it plans to give Canadians sustainable tuna,” said Sarah King, Oceans campaign coordinator with Greenpeace Canada. “Clover Leaf needs to cut the green talk and get in line with a changing canned tuna market. Our oceans are in trouble and need action now.”

From Vancouver to Halifax, advertisements are being placed in newspapers, on billboards and online throughout the month. This morning, Greenpeace activists placed their own billboards close to Clover Leaf’s Markham headquarters to send a clear message to the company’s top executives: “Clover Leaf, let’s talk about the destruction behind your tuna.”

The fisheries sourced from by Clover Leaf employ indiscriminate methods, meaning they catch and kill far more than just tuna. Species including sharks, rays, various species of fish, sea turtles, seabirds and even tuna from vulnerable stocks are caught and often killed in these fisheries. Longlines and purse seiners using fish aggregating devices (FADs) are the two methods of concern.

“Clover Leaf knows there are greener tuna sourcing alternatives, and could gain access to them, so there’s no excuse,” added King. “The company’s negative impact on our oceans is significant, but its positive impact on the industry could also be huge if it would join the growing sustainable tuna movement. Until then, we’re urging consumers to choose brands working to be ocean-friendly.”

As part of a global campaign to transform the tuna industry, Greenpeace is calling on tuna companies around the world to stop sourcing from FADs and source from more sustainable fishing methods like pole and line, handline, trolling and FAD-free purse seining. Many Canadian companies have already committed to make the switch to these methods, and some have already introduced these products to store shelves.

On Friday and Saturday, in Toronto, some commuters will have their night brightened by a projected message to Clover Leaf. Photos of the projection and Greenpeace’s ad campaign as it unfolds can be found here.

Take action:

With your help we can spread the word about Clover Leaf and make sure everyone knows to avoid its destructively-caught tuna. Please share this story on Facebook, Twitter and call Ron Schindler, Executive Vice President at Clover Leaf and ask him for sustainable tuna yourself, 1-905-474-0608 extension 7094 or 1 877-893-9880.