1 IN 100
By 2030, make Australian tuna 1 in every 100 tins sold in Australia.
Australians every year
Australian caught
1 in every 100
Australians eat almost one million tins of tuna every day. Yet only around one in every thousand contains Australian tuna. Ten years ago, that number was effectively zero. Today, Australian tuna is finally on the scoreboard,and we believe the best part of the story is still ahead.
Today: 1 in every 1,000
Each dot is a tin. Can you spot the Australian one?
● 1 tin out of 1,000 is Australian caught. Our goal is to change that.
When Rowan pointed it out,
everything changed.
Like many Australians, Kate Lamason assumed the tuna lining supermarket shelves was Australian. It wasn’t until her husband Rowan,a commercial tuna fisher,pointed out that none of it was sourced locally that she realised how disconnected Australians had become from their own tuna industry.
That discovery led to the creation of Little Tuna in 2015, and later East Coast Tuna Co.,both founded to give Australian fishing families a place on Australian shelves. Today, with a 35-year family legacy in the industry, they work alongside fishers and fleets from Cairns to Mooloolaba.
“When we started, Australian tuna wasn’t really part of the conversation. Today it can be found in hundreds of stores around the country. But we think the best part of the story is still ahead of us.”
every year
Every tin counts. Check back each year to see how far we’ve come.
A family on the water.
Behind every Australian tin sits an industry that supports fishing families, regional communities, processors, transport operators, retailers and coastal economies. Little Tuna and East Coast Tuna Co. work alongside 4 Seas Tuna, Total Fisheries, Sniper Fishing and Upscale Seafoods, connecting Australians with sustainably caught tuna and the people who bring it from the ocean to the table.
Through QR-code traceability, every tin can be traced back to the vessel, fishery, and fishing family responsible for the catch. When you buy Australian tuna, you know exactly where it came from, and who caught it.
“The campaign might have our name on it, but it really belongs to the people behind the fish. We’ve spent years on boats, on wharves, in processing factories and around kitchen tables with fishing families. They’re hardworking, passionate people who care deeply about producing great food. We think their story deserves to be told.”
What reaching 1 in 100 means
More Australian tuna sold means more livelihoods supported across fishing communities the length of the east coast.
MSC certified, line caught, low bycatch. As Australia’s 2026 MSC Best Sustainable Seafood Brand, Little Tuna champions one of the most sustainable fisheries in the world.
Reaching 1 in 100 means millions more meals with locally caught tuna and more value retained in regional Australian communities.
Join the movement.
One tin. One household. Once a year. Let’s get there together.
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