Chicken of the Many Seas
Prior to the 1980s, US fishers were located primarily in the Eastern Pacific where tuna and dolphins swim together. During this time, over 400,000 dolphins were killed in the US tuna hunt.
In an interesting way, this ties into our study of “nature on display.” It was only after a documentary was filmed documenting the killings of dolphins that fishing in these areas was banned. VP of Heinz said that “Tuna is a fun food — if it’s associated with harassment and killing of a noble creature like the dolphin, that’s not right.” This demonstrates the value of brand image to the consumer. It wasn’t about whether the dolphins were killed; it was about whether consumers would still see tuna as a fun food.
Later on, Mexico grew to have the largest tuna fleet in the world and exports to Europe and Japan. However, US ban over Mexico for producing dolphin-destroying tuna slowed their profits. How does tuna travel across the world today? Now, the tuna from your canned Chicken of the Sea comes from the South Pacific most frequently. It is canned, labeled, and distributed at different locations.
Globalization of the tuna industry grew in 1990s, when firms from Asia bought out the major companies, Bumble Bee and Chicken of the Sea — even though today’s tuna comes from the South Pacific, US and major Asian countries maintain a monopoly over the fish supply. Like my original post about globalization suggests, globalization at times ends up being a race for the worse due to differing regulations across the global economies.