Beyond the Shore to #doDifferent
Beyond the flavour of a great meal, there is a growing movement in South Africa toward dining with a deeper purpose. It’s the idea that a simple choice at the table can create a ripple effect—protecting our vast coastlines, supporting local fishers, and even teaching life-saving skills to the next generation.
At John Dory’s, the ocean isn’t just where the menu begins—it’s the heartbeat of the brand. But for this South African favourite, being a "seafood person" means more than just serving up the perfect platter of hake and prawns. It’s about ensuring there are plenty of fish left in the sea and that the communities living along our 3,000km coastline are thriving and safe.
Through their Eco Voyage and Beyond the Shore initiatives, JD’s is proving that you can satisfy a massive appetite for seafood while still being a guardian of the deep. South Africa’s waters are beautiful, but they can also be incredibly dangerous. Every year, hundreds of children lose their lives to drowning, often in under-resourced communities where swimming lessons are a luxury.
John Dory’s partnered with the National Sea Rescue Institute (NSRI) to launch Beyond the Shore. This CSI initiative provides:
Life-saving skills: Professional swimming instruction for young learners.
Safety education: Teaching children how to spot danger and respond in emergencies.
Accessibility: Providing transport to lessons and all the necessary swimming gear.
By funding these lessons, John Dory’s isn’t just teaching a sport; they’re giving children the confidence to navigate the water safely—a gift that truly lasts a lifetime.
Sustainability isn’t just a buzzword at JD’s; it’s a living reality. Their Eco Voyage programme is a comprehensive approach to environmental responsibility, focusing on everything from what’s on your plate to what’s in the landfill. John Dory’s was the very first restaurant partner of the WWF-SASSI (South African Sustainable Seafood Initiative) Retailer Participation Scheme. This means they are strictly committed to sourcing seafood from the SASSI "Green List"—species that are the most sustainable choices for our oceans. When you eat at JD’s, you know your meal isn't costing the earth.
In partnership with the Two Oceans Aquarium Turtle Conservation Centre, John Dory’s has adopted numerous sea turtle hatchlings. These tiny navigators often wash up on our shores, weak and injured. JD’s funding helps provide the medical care and nutrition they need to grow strong enough for release back into the wild.
JD’s has set its sights on a Zero Waste to Landfill goal. This includes record-breaking beach clean-ups—like the 27-hour marathon at Milnerton Lagoon Beach—and supporting environmental activists like Zoë Prinsloo of Save a Fishie. For every Hake & Chips sold, a portion of the proceeds goes directly toward funding these vital environmental projects.
Ever wondered where your dinner actually came from? Through the Fish With a Story innovation, JD’s connects you directly to the source. By scanning a QR code on the menu, you can see exactly where and how your fish was caught, and even learn about the small-scale fisher who caught it. It’s about transparency, traceability, and supporting the local fishing communities that keep our heritage alive.
The next time you’re tucking into a JD’s sushi roll or their famous fish and chips, remember that you’re part of a bigger story. By choosing sustainable seafood and supporting a brand that cares about our coastlines, you’re helping to protect South Africa’s incredible marine biodiversity for generations to come.
Next time you visit, keep an eye out for how you can contribute to the Beyond the Shore initiative right at your table. Together, we can make a real, sustainable difference—one meal at a time.
