Why We Work Together

The partnership between Bolton and WWF, established in 2017, aims to protect ocean health and the livelihoods of communities that depend on marine resources, and to drive a change at sector level towards more sustainable fishing practices widely adopted and implemented. The collaboration highlights the ecological importance of tuna in the ecosystem, promotes sourcing strategies that consider the abundance and health of tuna stocks, responsible fishing practices, and a common vision and voice for a better management of fisheries at global level.  

Tuna is a keystone species in marine ecosystems and a vital economic resource for many coastal communities. Ensuring its sustainable management is essential not only for preserving marine biodiversity, but also for supporting global food security and helping to mitigate the impacts of climate change by maintaining the health and balance of our oceans. 

Where We've Come From (2017-2024)


Starting from 50.8% in 2017 and with the goal of reaching 100% by the end of 2024, the company has, after eight years of sustained effort and investment, achieved a significant milestone: today, 99.7% of Bolton’s tuna is responsibly sourced, either certified by the Marine Stewardship Council (MSC) or coming from credible and robust Fishery Improvement Projects (FIPs).

In addition, a set of criteria and relative indicators was further developed and adopted during these years to improve the assessment of supply against the partnership definition of sustainable sourcing. Thanks to this commitment, in the period January – December 2024, 96,2% of Bolton’s tuna came from sustainable sourcing. 

Our Renewed Commitment: 2025-2028

The partnership has expanded to cover the entire tuna supply chain managed by Bolton - which amounts to approximately 10% of the global tuna catch - with the engagement of key industry players like Tri Marine and Wild Planet Food. 

In particular, for this expanded perimeter, the partnership will use the “Sustainable Fisheries Criteria” to identify:  

1) healthy stocks: stocks that are classified as not overfished and where no overfishing is taking place, which are above safe biological limits and with a level of abundance that ensure their ability to reproduce and sustain themselves over time 

2) reduced fishery impactor improved fishery performance: that include avoiding significant bycatch and habitat destruction, following best practices for Fish Aggregating Devices (FADs), complying with all relevant laws and regulations, and ensuring adherence to international labor standards and human rights. 

Transparency and Accountability
The partnership aims at improving the traceability and the transparency of the activities related to the seafood supply chain and its products. This is an important workstream as greater transparency helps to fight fraud, food waste, illegal fishing, human rights abuses and environmental degradation in supply chains. International obligations and national law increasingly require greater transparency in fishing operations and supply chains and there is a growing demand by consumers and supply chain partners to have access to reliable information about the origins of their products. 

• A digital traceability system enables consumers and stakeholders to follow tuna products in real time—from catch to shelf. 
• An annual public list of all sourcing vessels has been released since 2021. 
• A Global Fishing Watch map displays near real-time locations of Bolton's eight owned vessels. 

Advocacy Activities
Advocacy is a core component of the partnership and aims to influence decision-makers and industry stakeholders to promote more sustainable fishing practices globally. Activities include engagement with regional fisheries management organizations (RFMOs), participation in international policy forums, promotion of science-based management measures, and collaboration with other companies and NGOs to drive systemic change in the seafood sector. The goal is to ensure long-term sustainability of tuna stocks and broader ocean health through improved governance and stronger regulations.