McDonalds pledges MSC fish in 7,000 European restaurants –

McDonalds pledges MSC fish in 7,000 European restaurants Published:  15 June, 2011

THE US fast food restaurant chain McDonalds, famed around the world for its burgers, is going “green” on its fish buying policy.

The company has said it intends to improve sustainability in its European fish supply chain with the announcement that customers will be able to buy Marine Stewardship Council (MSC) certified sustainable fish in all its restaurants across the Continent (including the UK)  from October this year.

Fish is not something a lot of people may immediately associate with McDonalds, but in fact its restaurants in Europe alone sell over 100 million fish portions every year – mainly through its ‘Filet-O-Fish’ meals which have been a popular alternative to beef burgers for some time.

According to the restaurant group, the news comes as 7,000 McDonald’s restaurants across 39 European countries achieve certification to the MSC Chain of Custody traceability standard. It claimed that McDonald’s will be the first company in its sector to introduce MSC certified white fish throughout Europe.

McDonald’s said in a statement: “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.”

Rupert Howes, chief executive  of the Marine Stewardship Council, said: “McDonald’s Europe’s decision to source white fish products exclusively from fisheries that have met the rigorous MSC standard for sustainability is a tremendous testament to the ability of our industry leaders to transform the seafood market and help drive changes on the water.”