“We are extremely proud to partner with Thai Union and see great potential for the brand as well as our future partnership built on trust and strong mutual interest”, says Søren Skipper, Commercial Director Conaxess Trade Denmark.
The total consumer sales of John West in Denmark is at approx. 50 million DKK stemming from a portfolio of around 20 different products including tuna, mackerel, salmon and sardines. With this partnership, Conaxess Trade enters a new category and adds another category market leader (canned tuna) to the Danish portfolio.
Søren Skipper, Commercial Director, further comments: “We are looking forward to strengthening the market for tuna and mackerel with the John West products. With the great expertise within the field of canned fish and our broad portfolio, we believe that John West can contribute in strengthening a category which is strongly influenced by price.”
Bjørn Nordvik; General Manager and Anders Fosse; Nordic Sales Director at Thai Union comments: “After more than 20 years having successfully established John West as the market leader on tuna in Denmark, we are now very excited to embark on a new journey with Conaxess Trade. We believe Conaxess Trade will be the right partner to take John West to the next level as both companies share ambitious plans that will create consumer satisfaction and retailer growth in this market.”
About John West
John West is a brand with a lot of heritage dating back to 1857 which was the beginning of providing the finest and tastiest wild fish the oceans and rivers have to offer. In 2010 John West was acquired by Thai Union. Alongside providing high quality fish, sustainability is one of John Wests key focus areas. In 1993 the Earth Island Institute assigned the 'Dolphin Safe' symbol to John West.
In 2016, Thai Union launched its SeaChange® sustainability strategy to drive meaningful improvements across the entire global seafood industry and John West is proud to be a part of this strategy. Under SeaChange®, Thai Union is committed to sourcing 100% of our branded tuna from fisheries that are either Marine Stewardship Council (MSC) certified, or engaged in Fishery Improvement Projects (FIPs) to move them towards MSC certification. The global target is to achieve a minimum of 75% by the end of 2020. More information on the tuna commitment, and an update on progress, can be found here.
John West is also committed to traceability, and considers it to be the backbone of sustainability. John West consumers verify the provenance of the seafood by visiting our website and using the online can tracker. They can trace the origin of their fish down to the region and the vessel that provided the tuna.