Iconic Charlie the Tuna of advertising fame never seems to learn what the StarKist Co. wants, but Thursday it was the company’s turn to learn a costly lesson in what federal antitrust prosecutors want.

The last of three companies involved, StarKist agreed to plead guilty to a felony charge of price fixing on canned tuna fish. It faces a whopping $100 million maximum fine, one to five years of probation and an unidentified amount of restitution, according to documents filed with the U.S. District Court for the Northern District of California.

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