Global Tuna Alliance

What Global Tuna Alliance does

The Global Tuna Alliance (GTA) is a pre-competitive coalition and advocacy organization founded in 2019 and incorporated as a Stichting (foundation) under Dutch law. It represents 44 supply-chain companies and retailers — including major names such as Ahold Delhaize, Metro AG, Asda, Princes Group, Bolton Food, and Colruyt Group — that collectively account for approximately 32% of the global tuna trade with influence across 26 countries. The organization is headquartered in Hoofddorp, Netherlands, with a small team spanning four continents and is governed by a Board of Directors, a Partners Advisory Group, and working groups under independent Non-Executive Director oversight.

GTA's revenue model is a flat subscription: each partner pays an annual fee of €4,500, subject to Partner Advisory Group approval. In return, partners gain access to the Partner Portal, exclusive toolkits and training, and two tiered data products: GTA Core, which provides supply chain performance snapshots covering stock health, IUU risk, and overall risk scores; and GTA+, an advanced module that overlays vessel-level data integrated from Global Fishing Watch and ISSF to assess MSC status, AIS use, observer coverage, FAD policies, and ecosystem/labour/transparency risk. The organization also produces annual progress reports against its five-year strategy and supplies policy advocacy and supply chain improvement services to members.

The core of GTA's activity is engagement with four of the five tuna Regional Fisheries Management Organizations (IOTC, WCPFC, IATTC, ICCAT) through roundtables, side-events, social media campaigns, press statements, and creative publicity stunts. Its current strategic framework, the 2025-2030 Five Year Strategy ('Blue Resilience, Blue Community, Blue Integrity'), formalizes objectives around stock management, social and labour conditions, observer coverage, and supply chain traceability. Strategic allies include WWF, the Tuna Protection Alliance (TUPA), the Sustainable Seafood Coalition (SSC), the Hong Kong Sustainable Seafood Coalition (HKSSC), and the NGO Tuna Forum.

Name

Global Tuna Alliance

Legal name

Stichting Global Tuna Alliance

Website

https://globaltunaalliance.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

The Global Tuna Alliance is a pre-competitive Dutch foundation uniting 44 retailers and tuna supply-chain companies — representing 32% of global tuna trade — to advocate for sustainable fisheries through RFMO engagement and shared supply chain risk tools.

Ownership category

akta.pro rank

Product category

Sustainable Seafood Advocacy & Supply-Chain Intelligence

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Marine & Freshwater Conservation (BPAGAGAE)

akta.pro secondary industries

Oceans, Coastal & Marine Resource Management (BPADALAI), Coastal & Marine Resources Administration (Oceans, Fisheries, Shorelines) (BPAIAMAI)

Keywords

• Sustainable tuna sourcing
• Seafood supply chain risk
• Fisheries advocacy coalition
• RFMO engagement services
• Pre-competitive alliance

Headquarters

HQ city

Haarlem

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Annual Partnership Fees: GTA generates revenue through annual partnership fees charged to member companies. The standard annual partnership fee is €4,500 per partner organization. Applications are subject to approval by the Partner Advisory Group.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

The Global Tuna Alliance is a pre-competitive coalition that delivers tuna sustainability advocacy, supply-chain risk monitoring dashboards (GTA Core and GTA+), and coordinated engagement with Regional Fisheries Management Organisations (RFMOs) on behalf of its retail, brand, and supply-chain partners. It operates a partner portal where members access shared intelligence on fishing activity, sourcing risk, and policy developments affecting the global tuna trade.

Product overview

Global Tuna Alliance operates as a pre-competitive collaboration platform offering GTA Core (partner dashboard) and GTA+ (advanced module) for supply chain visibility and risk assessment. The core offering includes a Partner Portal for exclusive resources, a 5-Year Strategy framework with three focus areas (Blue Resilience, Blue Community, Blue Integrity), RFMO engagement advocacy campaigns, supply chain improvement services, and annual progress tracking reports. Partners contribute approximately 32% of global tuna trade and gain access to toolkits, training, and benchmarking tools through the portal.

Differentiator

Problem solved

Functional benefit

Brands

• GTA Core: A partner dashboard providing visual snapshots of supply chain performance including stock health, IUU risk, and comparison against industry leaders with tailored action plans.
• GTA+

Products and services

• GTA Core dashboard Core member-facing dashboard that consolidates tuna supply-chain risk information, sourcing intelligence, and policy updates for retailers, brands, and supply-chain partners.
• GTA+ dashboard Advanced analytics dashboard layered on top of GTA Core, providing deeper compliance and supply-chain analytics for partner companies.
• Partner Portal Members-only online portal that hosts the GTA Core and GTA+ dashboards and provides access to coalition resources for partner companies.
• RFMO advocacy and engagement service Coordinated advocacy and engagement with Regional Fisheries Management Organisations (RFMOs) carried out by the coalition on behalf of its retail, brand, and supply-chain partners to influence tuna fisheries governance.
• Tuna supply-chain improvement programme Coalition-led programme supporting partners in improving the sustainability of their tuna supply chains, including collective progress reporting against member commitments.

Quantifiable outcome

• Partners account for approximately 32% of the global tuna trade.
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• WWFcoreStrategic or Co-development PartnerGTA collaborates with WWF on joint advocacy campaigns, including joint position statements on Indian Ocean yellowfin tuna, BBNJ (Biodiversity Beyond National Jurisdiction), and market-driven sustainability initiatives. WWF and GTA have co-authored reports and press statements urging RFMO action.
• Tuna Protection Alliance (TUPA)coreStrategic or Co-development PartnerGTA and TUPA are co-campaigners on Indian Ocean yellowfin tuna advocacy, working alongside WWF in the 'Rebuild the Yellowfin Road' campaign. Together they form a triad of organizations advocating for urgent RFMO reform.
• Sustainable Seafood Coalition (SSC)coreStrategic or Co-development PartnerGTA signed a joint position with the Sustainable Seafood Coalition and Hong Kong Sustainable Seafood Coalition on BBNJ (High Seas Treaty) — the first time the seafood supply chain took an aligned public stance on a High Seas Treaty.
• Hong Kong Sustainable Seafood Coalition (HKSSC)coreStrategic or Co-development PartnerCo-signatory with GTA and SSC on a joint position for the BBNJ (High Seas Treaty).
• NGO Tuna ForumcoreStrategic or Co-development PartnerGTA co-hosts side-events with the NGO Tuna Forum at RFMO meetings, providing a platform for GTA Partners and others to engage with delegates directly.
• Global Fishing WatchsupportingTechnology or IntegrationGTA+ partner dashboard integrates data from Global Fishing Watch to provide vessel-level transparency including AIS use and compliance analysis for GTA Partners.
• ISSF (International Seafood Sustainability Foundation)supportingTechnology or IntegrationGTA+ dashboard integrates ISSF data alongside Global Fishing Watch to provide enhanced vessel-level insights for partner supply chain risk management.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• FishWise: FishWise is a sustainable-seafood NGO that works directly with seafood companies on traceability, social responsibility, and sourcing improvements. It overlaps with GTA's supply-chain improvement services for retailers and processors, but does not focus specifically on tuna or RFMOs.
• Friend of the Sea: Friend of the Sea is a seafood certification programme covering sustainable fishing and aquaculture, including tuna. It competes indirectly with MSC and complements GTA partners' sustainability claims, but does not run a pre-competitive industry coalition model like GTA.

Direct peers

• Tuna Protection Alliance (TUPA): TUPA is a pre-competitive alliance of major tuna processors and brands focused on stock management and RFMO advocacy. It is GTA's closest co-campaigner on the 'Rebuild the Yellowfin Road' initiative and operates a near-identical coalition model for the same customer base.
• Sustainable Seafood Coalition (SSC): SSC is a UK-based coalition of retailers, food-service companies, and suppliers working on responsible seafood sourcing, including joint positions on the BBNJ High Seas Treaty with GTA. It is a direct functional peer for GTA in Europe, sharing the pre-competitive, fee-funded membership model.
• International Seafood Sustainability Foundation (ISSF): ISSF is a global tuna-industry foundation that convenes processors, traders, and other stakeholders to advance tuna sustainability through science-based practices. It is directly comparable to GTA given overlapping tuna focus, industry-led governance, and data partnerships (ISSF data is integrated into GTA+).
• Sustainable Fisheries Partnership (SFP): SFP is a coalition-based NGO that works with seafood suppliers, retailers, and food-service companies to improve fishery sustainability through supply-chain engagement and improvement projects. Its industry-funded, partnership-driven model is directly comparable to GTA's pre-competitive approach.

Broad incumbents

• World Wildlife Fund (WWF): WWF is a global conservation organisation that co-authors joint advocacy campaigns with GTA on Indian Ocean yellowfin tuna and the BBNJ Treaty. It is a broad incumbent with overlapping marine-conservation objectives but operates from an NGO model rather than GTA's industry-led coalition approach.
• Marine Stewardship Council (MSC): MSC is the global standard-setter for sustainable seafood certification, used by GTA partners for sourcing decisions and integrated into GTA+ vessel-level risk scores. It is a broader incumbent in the same sustainability space, with a much larger scale and global certification infrastructure that GTA's data tools complement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/globaltuna
• YouTubeyoutube.com/channel/UCe5IV96cEYZdE2aDss1smDQ
• Facebookfacebook.com/globaltunaalliance
• LinkedInlinkedin.com/company/global-tuna-alliance
• Instagraminstagram.com/globaltuna

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Global Tuna Alliance