San Diego, California native & Co-owner of American Tuna, Joel has spent his entire 14 year career in the pole & line tuna business. Further, his family lineage in pole & line tuna fishing goes back 4 generations. American Tuna was formed by 6 pole & line fishing families from San Diego in 2006, his being one of them, with one mission, to help save the American pole & line tuna fishery while providing one of the highest quality canned albacore tuna packs in the world. Since inception, American Tuna has led the industry in sustainability, traceability, premium quality and in commitment to the pole & line method and its fisheries. American Tuna’s founding brand, American Tuna, has been MSC certified, coded and traceable back the U.S. pole & line harvest vessel since 2007. A traceability feat unmatched in the industry. With Joel’s efforts as VP of Operations, the American Tuna brand has since flourished in both retail and foodservice in the U.S. and has been stocked nationally at all Whole Foods Markets since 2008. The brand also garnered a prestigious #1 ranking in the last Greenpeace canned tuna rankings for the U.S. Market.
American Tuna eventually expanded its reach in the category by launching the Pole & Line Tuna brand, a brand that includes pole & line tuna from U.S. & Maldivian fisheries. The Pole & Line brand is a robust lineup of the most traceable pole & line raw material available sold at an affordable price. The brands traceability even extends as far as an American Captains Signature on the Cans top sticker, along with an MSC trademark and fishery of origin designation of course. Continuing to expand, American Tuna is now frequently courted for private Label business in the U.S. for both retail & foodservice and is considered the top option for retailers seeking, as Martha Stewart Living titled an article about American Tuna, “Tuna You Can Trust”.
Joel Insisted that we note that Natalie Webster, Deputy Chair of IPNLF and his mother, be mentioned as the enduring force most responsible for American Tuna’s success.