McDonald's, which uses MSC certified wild-caught Alaska Pollock for its Filet-O-Fish sandwich, will begin displaying the ecolabel on product packaging, in-restaurant communications and external marketing beginning in February -- coinciding with the launch of Fish McBites, the fast food chains newest fish menu item, which also uses wild-caught, certified Alaska Pollock.
As one of the largest single buyers of fish in the US, McDonald's scale will help assure that growing seafood demands are balanced with MSC's responsible sourcing practices to maintain the health and sustainability of fish stocks for the future. Sustainable fish sourcing is part of McDonald's broader commitment to sustainable sourcing and 100 percent of all fish sold in its US restaurants has been certified sustainable.
"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," said Dan Gorsky, senior vice president of US supply chain and sustainability. "We're extremely proud of the fact that this decision ensures our customers will continue to enjoy the same great taste and high quality of our fish with the additional assurance that the fish they are buying can be traced back to a fishery that meets MSC's strict sustainability standard."
