Jodie Campbell




It is a true privilege to be profiled alongside such amazing and successful women in our seafood industry. Never in my wildest dreams would I have imagined this!

I grew up in the America Heartland, surrounded by cornfields, baseball and John Deer tractors. It was literally as far from an ocean as you could get. In my early 20s, driven by a boundless curiosity (and a bit of luck!), I end up on the other side of the world working as a fisheries analyst for the Ministry of Fisheries in Nelson.

I was completely out of my depth as a young, foreign, blonde, single woman who knew nothing about fishing….absolutely nothing. But somehow through bumps, bruises, hurdles and hurrahs, I became completely captivated by the environment, structures and people that have created, led and shaped our industry. I threw myself into learning every little detail I could about it.

That curiosity has persisted for nearly 15 years now, and taken me to some of the most stunning parts of New Zealand and all around the world. I have had an incredible range of experiences and roles; from managing aquaculture allocations in Nelson to auditing tuna supply chains in southern Thailand to developing responsible labour standards for fishing vessels in Brussels. I’ve sat on both sides of the regulatory table here in New Zealand. I’ve represented and advocated on behalf of the seafood industry, including serving as an industry expert in Parliamentary Select Committee hearings and the High Court of New Zealand. I later served as a Principal Advisor for MPI. My international clients range from independent fishermen in remote Russian villages to McDonald’s Corporation in Chicago, USA.  I’ve walked through countless fish factories, vessels and offices on three separate continents.

It is effectively a career built on understanding how the regulatory, operational and market aspects of New Zealand’s fishing industry fit into global seafood supply chains. It is a constantly evolving field due to constant changes both here at home and around the world. There’s never a dull moment or ever a time where I will have all the answers!

I now have my own consulting company, JansenCampbell, specialising in the design, development and implementation of sustainability, traceability and certification programmes for primary industries. My favourite projects are those that support the sustainable growth of the seafood industry, particularly on a sector-wide basis, and the collective efforts we can pursue to support the reputation and premiumisation of New Zealand seafood.

The New Zealand seafood industry has an amazing, captivating story to tell. I’m so proud to be a small part of it.


Jodie Campbell

Donna Wells

By Donna Wells

Donna Wells is the Director and Owner of FinestKind Ltd. We are a New Zealand company selling seafood and sourcing quota on behalf of independent owner operators and companies.

FinestKind Limited

137 Vickerman Street,
Port Nelson, New Zealand

Phone: +64 3 545 6964
Mobile: +64 27 243 1282

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