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Facebook page pointing to the Maldives on a map. Similarly attention is drawn to Maldivian
fishing practices on their 2012 website:
The Reel Fish Co. tuna is caught in the clear blue waters of the Maldives by pole
& line, one by one. This tradition method helps us catch only the finest quality
tuna and nothing else. (Reel Fish Co. 2012, pp. 1-3)
In 2016 the story of hand caught pole and line continues to be important to the company, with
the now familiar images of Maldivian pole and line fishermen included on the site. Another
example is Fish4Ever, a company that has topped Greenpeace Australia’s tinned tuna ranking
guide in recent years. In 2012 the company narrated the story of their Maldivian tuna on their
website, simultaneously promoting its traditional and ecological credentials:
Our skipjack is fished in the Maldives within 75 miles of the various atolls. The
Maldives entirely bans any other forms of boats. Only local artisan boats are
allowed. The Maldives is well known for its abundant sea-life. Turtles and
dolphins are traditionally regarded as sacrosanct in Maldives culture. (Fish4Ever
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2012, skipjack tuna page )
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