As part of its 10 year commitment to sustainable fishing practices, McDonald’s USA will serve Marine Stewardship Council (MSC) certified fish in over 14,000 restaurants nationwide, making it the first national restaurant chain to adopt the blue ecolabel.
McDonald’s, which is one of the largest single buyers of fish in the US, uses MSC certified wild-caught Alaska Pollock for its Filet-O-Fish sandwich. In order to broaden its commitment to sustainable fish sourcing, the company will begin displaying the MSC ecolabel on product packaging, in-restaurant communications and external marketing at the beginning of February 2013.
This will coincide with the launch of Fish McBites, McDonald’s newest fish menu item, which also uses wild-caught MSC Alaska Pollock.
Dan Gorsky, senior vice president, US supply chain and sustainability, McDonald’s, said: “McDonald’s collaboration with the Marine Stewardship Council is a critical part of our company’s journey to advance positive environmental and economic practices in our supply chain.”
Rupert Howes, chief executive, MSC, added: “Through this partnership with McDonald’s, millions of McDonald’s US customers each day have an opportunity to recognise and reward sustainable fishing practices that not only preserve fish stocks, but support seafood industry livelihoods and communities that depend on fishing.”
In 2011, McDonald’s introduced the MSC certification for all its European restaurants.
