Sustainably sourced tuna has officially become the new normal across Australia’s major supermarket chains, marking one of the most significant sustainability shifts in the local grocery sector in recent years.
The Marine Stewardship Council (MSC) confirmed that Coles, Woolworths and ALDI have now transitioned 100% of their own-brand canned tuna ranges to MSC-certified sources, meaning millions of Australian shoppers are now purchasing tuna sourced from independently certified sustainable fisheries by default.
The change has rapidly transformed the Australian canned seafood category. According to MSC data, around 70% of canned tuna sold nationally is now sourced from MSC-certified fisheries, while the number of MSC-labelled tuna products on Australian shelves has grown from 128 products in 2025 to more than 220 products in 2026.
The shift began accelerating after Coles announced in 2024 that all Own Brand canned tuna products would transition to MSC certification. At the time, Coles described the move as a major step toward providing customers with independently verified sustainable seafood choices.
ALDI followed with the rollout of MSC-certified tuna across its ranges, while Woolworths has also transitioned its home brand products to MSC-certified supply chains.
The MSC blue fish tick has become increasingly prominent on supermarket shelves as retailers respond to growing consumer awareness around seafood sustainability, traceability and responsible sourcing. The certification program assesses fisheries against environmental standards including fish stock health, ecosystem impacts and effective fisheries management.
Globally, more than half of the world’s wild tuna catch now comes from MSC-certified fisheries, highlighting a broader international push toward sustainable seafood production. This media release, signals a major milestone for the seafood industry and demonstrates how sustainability certifications are increasingly moving into mainstream grocery categories.
At MSAC, we can support your business with the management and coordination of sustainability certifications, from certification guidance and supplier engagement through to compliance reviews and ongoing management, our team works closely with you to navigate growing sustainability expectations and retailer requirements.
