That’s right the headline is correct. While sharks are at home in the water it seems at least one hates being caught in a downpour. It’s not that he doesn’t like getting wet it’s just that it makes it harder to fly. So, this week’s wintry blast and frequent showers have not been good for Bruce Fin, one of our two mascots for sustainable tuna, who has been out to get our Change your Tuna, Sealord campaign ‘off the ground’ again.

So it was with excitement he woke this morning to an almost clear sky over Auckland allowing him to take to the skies. While motorists inched along the motorway towards the city few would have been aware it was a shark at the controls of the small plane circling above. However, they are sure to have noticed the banner behind the aircraft which read:

“Nice Logo Sealord. Bad Tuna. Sealord’s canned tuna is caught unsustainably.”


We flew this same banner last year and we had hoped by now that we’d be recycling it rather than reusing it. Sadly, it seems Sealord needs to be reminded that it is lagging behind brands in other parts of the world, and here in New Zealand, when it comes to taking steps to protect our tuna fisheries.

That’s because Sealord buys its tuna from vessels which use fish aggregation devices (FADs) combined with purse seine nets resulting in shameful waste of ocean life including the innocent shark cousins of our friend Bruce. To find out more about FADs check out this short animation to see what’s involved. Then, if you’re prepared for some graphic footage witness what is happening on some tuna boats in the Pacific.

You don’t have to buy tuna caught this way. Since we began our campaign last year there are now FAD free and pole and line tuna cans available in New Zealand supermarkets. Pams sells a range of pole and line caught tuna along with Fish 4 Ever. Pams also sells tuna that has been caught without the use of FADs so check the label first.

Tuna brands around the globe are making similar changes in response to consumer demands for sustainable products. Sealord may be the biggest fish in the pool when it comes to the New Zealand canned tuna market but if it doesn’t follow the rest of the world it will soon be a fish out of water.

Which brings us back to rain and Bruce and his aerial activism. If you saw his banner, or are reading this, join the more than 10,600 consumers who have already contacted Sealord on this issue and send your own message now. 

With World Oceans Day approaching on 8 June let’s hope Sealord changes its tuna soon.  Otherwise, expect to see the Fin Brothers in a town near you.