For the second time this month, the environmental campaigners, Greenpeace are chalking up a victory in their campaign to end what they call destructive fishing practices.
The Australian supermarket giant Coles has pledged to ban fish caught using fish aggregation devices (FADs).
The devices attract fish, and make them much easier to catch, but opponents say the ships that use them also also sweep up sharks, rays, undersized tuna and endangered turtles, in the by catch and these are killed for no commercial reason.
Coles' announcement comes shortly after the important Western Pacific Fishing Commission Meeting in Manila, where delegates agreed to introduce some new laws around tuna fishing in the Pacific.
Nathaniel Pelle, Greenpeace's National Oceans Campaigner has told Radio Australia's while the tuna meeting was disappointing the Coles decision is good news.
He says the supermarket joins the companies Greenness and John West in dropping the destructive fishing practices.
"The regional politicians at the Manila meeting failed to put in adequate measures to protect the important tuna fisheries, so it's important that the consumers who are eating the tuna have their voices heard and the companies supplying them do the right thing," he said.
Mr Pelle says fishing boats can shift operations to targeting free swimming schools of tuna that do not attract the same creatures that gather around Fads so they won't get caught.
He says Greenpeace will continue its campaign to fight overfishing where ever it occurs, both at sea and in the political sphere.