McDonald’s has announced that over 13 million customers every day across Europe will be able to buy Marine Stewardship Council (MSC) certified sustainable fish in McDonald’s restaurants from October this year.
The news comes as 7,000 McDonald’s restaurants across 39 European countries achieve certification to the MSC Chain of Custody traceability standard, as part of the company’s ongoing commitment to enhance its sustainable sourcing practices.
The MSC is an independent global organisation set up to tackle the problem of overfishing by recognising and rewarding sustainable fisheries through its certification and eco-labelling programme. McDonald’s will be the first company in its sector to introduce MSC certified white fish throughout Europe. Last year, the company sold approximately 100 million Filet-o-Fish portions across Europe.
The certification is a result of a long term commitment made by McDonald’s to work with suppliers to improve sustainable fishing practices through its global Sustainable Fisheries Policy.