John Burton is the Chairman of World Wise Foods Ltd, whose principal business is the supply of canned pole and line caught tuna to leading retailers in the UK and around the world. The pole and line catching method is the most responsible and sustainable way to catch tuna, and John has been involved in these worldwide supply chains for more than 30 years. His lifelong passion for equitable pole and line caught tuna has involved him in a number of sustainability initiatives with partner NGOs in the fisheries world, and engagements with governments of developing coastal states.

John co-founded the International Pole & Line Foundation in 2011, a UK registered charity. As IPNLF Chairman since 2013, he has led the trustees, staff, special advisors and the Scientific and Technical Advisory Committee in developing, supporting and promoting socially and environmentally responsible pole and line and hand-line tuna fisheries around the world.

John is the chairman of E-Cargobikes, providers of cost effective zero emission services to retailers in the UK. He also became a Freeman of the Worshipful Company of Wax Chandlers in October 2019 and is pleased to be involved with and support the work of Pollinating London Together. In December 2019, he was appointed to the steering committee of the Global Tuna Alliance of which World Wise Foods was a founding member.