The Association can help marketers establish new market positions for tuna and tuna products. Apart from being marketed in cans as a product that is excellent value, highly nutritious and versatile, it can also be promoted in other formats as a higher-end food that is healthy, versatile, gourmet and an abundant, sustainable resource.

To ensure that marketers are able to fulfill on their promise to consumers, the Association is also working closely with commercial fishermen so that they understand the importance of consumer's desire for quality and freshness. Promoting HACCP and other best standards is one way that the Association is helping fishermen to earn more by harvesting a top--notch product.