Thai Union

Thai Union is a global seafood leader with brands such as Chicken of the Sea and John West. While the company has always had ambitious growth, innovation, and sustainability commitments through its SeaChange platform, its industry and regulatory landscape was catching up to its progress. We First partnered with Thai Union to build alignment around SeaChange 2030 ambitions, to ensure its future-facing goals and communications strengthened its leadership position, and to drive greater awareness, growth, and impact throughout its entire value chain.

Thai Union sought a future-proofed sustainability process that brought together its various knowledge-based teams to think through how to tangibly drive and communicate its ESG transformation. We First stewarded several workshops where teams aligned on the scope of their ambitions and solidified a goals framework based on landscape/market contexts. Together, we delivered on Thai Union’s five global sustainability goals – ensuring they were both ambitious and achievable. This included a roadmap for internal stakeholders to follow, robust launch communications, and a unifying narrative for employees, partners, and the industry at large. To communicate these ambitions internally, we then designed easy-to-understand employee one-pagers created for each of the five sustainability goals, as well as a robust learning and development platform for both sales teams and employees company-wide. That way all employees not only understood the company’s sustainability goals, but were equipped to socialize and speak to them consistently on their path to 2030.

Thai Union announced its $200M investment in sustainability (which was equal to its net profits in 2022) to much fanfare at UN Climate Week in 2023. As the first global seafood company to set ambitious goals for people and planet verified by SBTi toward, Thai Union and its stakeholders clarified and communicated the transformational difference it is making in the seafood industry and across the lives that it impacts. SeaChange® 

SeaChange’s sustainability strategy is designed to deliver real and lasting changes in the way that we operate and in the wider Thai and global fishing industries. (seachangesustainability.org)

ADAM BRENNAN, GROUP DIRECTOR, SUSTAINABILITY

“”From the outset, We First demonstrated an unparalleled commitment to understanding our values, goals, and unique industry challenges. The team exhibited a deep knowledge of the sustainability space and its complexities. What sets them apart is their ability to translate complex sustainability concepts into a compelling and authentic brand narrative. They helped us communicate our sustainability efforts in a way that resonates with our stakeholders, both internal and external.”