January 28, 2013
OAK BROOK, Ill—McDonald’s USA will become the first national restaurant chain to adopt the Marine Stewardship Council’s blue eco-label on its fish packaging in restaurants across the US. 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.
“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 McDonald’s 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.”
McDonald’s, which uses MSC-certified wild-caught Alaska Pollock for its Filet-O-Fish sandwich, will begin displaying the MSC ecolabel on product packaging, in-restaurant communications and external marketing beginning in February. That coincides with the launch of Fish McBites, McDonald’s newest fish menu item, which also uses wild-caught, MSC-certified Alaska Pollock.
MSC certification indicates that over 14,000 McDonald’s restaurants across the US have met the MSC Chain of Custody standard for traceability, which is the ability to track the fish through the supply chain to the fishery. Under the MSC certification program, these fisheries have been assessed by independent scientists against three core principles: the health of the fish stock, the impact of the fishery on the ecosystem and the management system that oversees the fishery.