Sealord are consulting their lawyers following the launch of a Greenpeace campaign attacking the seafood company's tuna supply as unsustainably fished.
The environmental group today began a campaign claiming Sealord buys tuna caught using destructive and unsustainable fishing methods.
"We're letting consumers know that Sealord is buying its tuna from fishing companies that are needlessly destroying marine life,'' Greenpeace oceans campaigner Karli Thomas said in a statement.
"Today we are taking to the streets to let people know that behind Sealord's new logo is a dirty fishing practice that is recklessly destroying Pacific sea life. Our message to Sealord is change your tuna, not just your logo.''
The catchphrase "Nice Logo. Bad Tuna'' is across thousands bus stop billboards and posters around Auckland, while light plane towed a banner across central Auckland this morning.