McDonald’s has announced that over 13 million customers every day across Europe will be able to buy Marine Stewardship Council (MSC) certified sustainable fish in its restaurants from October this year.
The news comes as 7,000 McDonald’s restaurants across 39 European countries achieve certification to the MSC Chain of Custody traceability standard, as part of the company’s ongoing commitment to enhance its sustainable sourcing practices.
McDonald’s will be the first company in its sector to introduce MSC certified white fish throughout Europe. Last year, the company sold approximately 100 million Filet-o-Fish portions across Europe.
The initiative will bring certified sustainable fish to millions of people, making it more accessible to more European consumers than ever before. McDonald’s will be the first food service retailer in many of its 39 European countries to sell any products carrying the MSC logo, which will start appearing on packaging from October.
The certification is a result of a long term commitment made by McDonald’s to work with suppliers to improve sustainable fishing practices through its global Sustainable Fisheries Policy.
Steve Easterbrook, President of McDonald’s Europe said: “McDonald’s will be making MSC labelled fish available at an affordable price to millions of our customers across Europe. We chose the MSC certification as the most robust and recognisable independent accreditation of our own sustainable fisheries standard. This is an important milestone in our commitment to ensure future long-term supply.”
