McDonald’s USA says it will become the first national restaurant chain to serve fish bearing the Marine Stewardship Council eco-label at all of its US locations.
McDonald’s, which uses MSC-certified wild-caught Alaska Pollock for its Filet-O-Fish sandwich, will begin displaying the MSC ecolabel on product packaging, in-restaurant communications and external marketing beginning in February 2013 – coinciding with the launch of Fish McBites, McDonald’s newest fish menu item, which also uses wild-caught, MSC-certified Alaska Pollock.
The company actually certified its fish in 2005, but since then has audited its supply chain to ensure the fish’s sustainability and traceability, according to the Chicago Tribune. McDonald’s introduced the same MSC certification for all its European restaurants in 2011.
As one of the largest single buyers of fish in the US, McDonald’s scale should help assure that growing seafood demands are balanced with MSC’s responsible sourcing practices to maintain the health and sustainability of fish stocks for the future, the company said.
According to MSC chief executive Rupert Howes, the announcement stemmed from a collaborative relationship with McDonald’s. The partnership allows customers to support sustainable fishing practices that preserve fish stocks and support communities that depend on fishing, Howes said.
This article is reprinted from Environmental Leader and the rest of the article can be viewed here