McDonald's is to make Marine Stewardship Council (MSC) certified sustainable fish available in its restaurants across Europe from October this year.
The news comes as 7,000 McDonald's restaurants across 39 European countries achieved certification to the MSC Chain of Custody traceability standard
The company, which sold around 100 million Filet-o-Fish portions across Europe last year, will be the first company in its sector to introduce MSC certified white fish throughout Europe. The move is in response to news that over 50% of the world's marine fish stocks are fully exploited.
Steve Easterbrook, president of McDonald's Europe, said: "McDonald's will be making MSC labelled fish available at an affordable price to millions of our customers across Europe. We chose the MSC certification as the most robust and recognisable independent accreditation of our own sustainable fisheries standard. This is an important milestone in our commitment to ensure future long-term supply."
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. We're delighted all of McDonald's Filet-O-Fish in Europe will be MSC certified and McDonald's is making sustainable fish so widely available. This is a fantastic achievement and we hope that others will follow their lead."
By Neil Gerrard
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