Trade and consumption pattern of canned tuna in Denmark

Background

GEMBA Seafood

Consulting has conducted a study on the trade and traceability of canned tuna in the three Danish supermarket chains COOP, Dansk Supermarket Group and SuperGros on behalf of the World Wide Fund – Denmark. The study was conducted in 2012 on the four tune speciel: Skip Jack, Albacore, Yello fin and Tongol.

The purpose of the study is to investigate which species, catch areas and fishing methods are used in the canned tuna sold in the Danish consumer market.

The secondary purpose is to investigate the awareness of the industry on matters of sustainability of the products sold in the individual supermarkets.

Work methods

The study is conducted as a desk study in combination with interviews with three supermarket chains. The report is based on corporation and easily available access to information from the supermarket chains. There were also interviews conducted with employees of Amanda Seafood, Jørn Larsen Foods and Beauvais the three largest tuna brands in Denmark.

The study also includes a on the spot market research identifying the different canned tuna brands which are sold in the involved supermarkets. The cans have been traced back to the producer factory.

Data sources

The data has been collected in the form of personal interviews and statistical analysis, provided by data from Statistics Denmark.

A survey of tuna cans in Coop, SuperGros and Dansk Supermarked has also been conducted including the tracking of the producer factory and producer country by the food security number.

Conclusions

Please contact WWF Denmark for the main conclusions of the study.