Part of Sealord’s annual hoki catch will be sold through McDonald’s restaurants in a new campaign set to maximise awareness and access to sustainable fish across Europe.
Sealord will supply around 4% of the Marine Stewardship Council (MSC) certified fish served in McDonald’s restaurants across Europe.
According to Sealord General Manager of International Marketing, Jason Plato, Sealord hoki is one of several fish selected as part of the restaurant chain’s Sustainable Fisheries Policy.
“Sealord hoki has had MSC certification since 2001 and millions of European consumers will now be aware that they are eating sustainable seafood,” says Mr Plato.
McDonald’s has announced it will be introducing MSC products to restaurants across 39
European countries and all McDonald’s Filet-O-Fish will be certified as sustainable.
Sealord has been supplying MSC certified hoki to McDonalds in Europe for more than a decade but this is the first time the products will carry the MSC logo on the packaging.
“Awareness levels of the importance of sustainable fish such as hoki will be increased dramatically by this move. McDonald’s sold more than 100 million Filet-o-Fish portions across Europe last year,” said Mr Plato. “New Zealand’s global reputation as having some of the best managed fisheries in the world will benefit as a result of improved consumer knowledge.”
The McDonald’s announcement has been followed by further positive news for New Zealand hoki, with the Minister of Fisheries, Phil Heatley announcing a potential increase in the total allowable catch from the Western hoki stock thanks to its positive status.
