McDonald’s Pledges Sustainable Filet-O-Fish in Europe

Image via Wikipedia

McDonald’s Corp. (MCD), the world’s biggest restaurant chain, plans to become the first company of its type to sell fish in Europe that’s been certified as sustainable by the Marine Stewardship Council.

McDonald’s will start selling MSC-certified white fish -- including in its Filet-O-Fish sandwiches -- at 7,000 restaurants in 39 European countries from October, the Oak Brook, Illinois- based company said today. The MSC is an organization set up to help promote and develop sustainable fishing practices.

The MSC certification is the “most robust and recognizable” demonstration of sustainable sourcing, Keith Kenny, senior director of supply chain for McDonald’s Europe, said in an interview. “This is really going to raise awareness” of the issue of sustainability for McDonald’s 13 million daily customers in the region, he said.