McDonald’s Filet-o-Fish sandwiches, Double Fish burgers and Kids Fish Fillet burgers served in more than 5,000 restaurants in China will now include the Marine Stewardship Council (MSC) blue eco-label.
The move expands McDonald’s global commitment to source sustainable seafood and will give its Chinese customers confidence that the fish in these products comes from fisheries certified to MSC’s standard for sustainable wild-capture fisheries.
“McDonald’s China insists on providing consumers with fresh, safe and natural high-quality ingredients, and at the same time is actively building a sustainable supply chain to reduce damage to the environment through its seafood procurement,” McDonald’s China Chief Impact Officer Gu Lei said.
“It is a pleasure to receive the authoritative certification of MSC. This is an affirmation of McDonald’s China’s influence in the supply chain in helping to ensure the continuous supply of high-quality seafood. We will continue to help protect the vitality of the ocean.”
Nearly 3,500 tonnes of MSC-certified whitefish are sold in McDonald’s China every year with McDonald’s working with fish suppliers including Weidao and Tyson Foods together with the MSC.
MSC and McDonald’s have been promoting sustainable seafood together since 2011.
“As an important partner of the MSC, McDonald’s has brought fish products with the MSC eco-label to consumers in Europe, the US, Japan and other countries. McDonald’s China commitment is a huge opportunity to build our partnership in this important market, to meet the growing consumer demand for sustainable seafood in China,” MSC’s CEO Rupert Howes said.
A GlobeScan survey carried out in 2022 found that Chinese consumers increasingly value the importance of sustainable seafood with “environmentally friendly or sustainably sourced” ranking fourth in factors motivating seafood purchase in China.
MSC opened its first office in China 10 years ago. In that time, the number of MSC-labelled products in the country has increased from 10 to more than 200. The non-profit organisation said it has also seen considerable growth in the number of Chinese supply chain companies, retailers and fisheries engaging in the MSC programme.
