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alludes to different forms of responsibility – including social, economic and ecological – the

signs on the tin and the Coles website indicated ecological responsibility.

Fig. 1.4 Coles eco tin. Image by author.

So for about $2 the thing followed me into the trolley and then onto my research

agenda. Then I followed it – a straightforward task online since traceability is an important

aspect of the sustainable seafood movements and is enhanced by digital technologies like

smartphone applications (apps) and online platforms. Apart from the familiar ‘made in

Thailand from imported and local ingredients’, the label informed me that the tuna was

‘individually pole and line caught in the Indian Ocean’ (Coles eco tin 2012). The other side

of the tin continued to tell the story of pole and line fishing: ‘Our Skipjack Tuna is fished for

us by a small fleet of pole and line vessels. This is a traditional fishing method that minimises

the impact on the ocean and other marine species by targeting specific fish being caught’

(Coles eco tin 2012). In 2012 the Sustainable Seafood page of the Coles website listed the

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