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only enter up to the seventy-five nm zone, with only artisan fishing allowed within the 75 nm

zone. However, these boundaries have changed again. After the boom in responsibly caught

tuna from the Maldives, fleets expanded from mainly pole and line to include handline, troll

and longline (Barclay 2013, p. 25). Now the entire EEZ has a ban on foreign longliners and

other industrial fleets (Barclay 2013, p. 25).

Following: into the “Shadow Places” and Shadow Things

I will bring this chapter to a close by giving the reader a sense of the socio-cultural and

environmental issues a following project can uncover. This concludes my following of the

Coles eco tin and in further chapters my following turns to wider tuna (tinned and bluefin)

campaigns, an analysis of regulation as a sustainability practice, and an exploration of the

manifestation of sustainability discourses in southern Italian tonnare.

Returning to the label on the Coles eco tin, location and production are worth

promoting in the new sustainability regime. Through the label and other marketing platforms

the story of where and how tuna is sourced is rendered visible. As I have indicated earlier in

the chapter, the only other tins in my collection that refer to these features are the Italian

gourmet tins of Atlantic bluefin. It is not that the Maldives has become a place name like

Champagne, where place, taste and tradition are tied to the product and mobilised in

advertising and through rules of production. Rather the significance lies in the point that

location and production are part of a story now worth telling in the context of sustainability: a

departure from the placeless tinned tuna of previous years.

By mid-2012 several brands, supermarkets and campaigns referred to the Maldives.

For example, the UK based Reel Fish Co. narrates the story of their sourcing practices,

drawing attention to the Maldives and pole and line fishing with a giant red hand on their

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