On Thursday McDonald's announced that it will now sell fish sandwiches and "Fishy McBites" in blue boxes with an Eco-label seal from the Marine Stewardship Council.
This means that McDonald's "has agreed to audits to verify its fish comes only from Alaskan pollock, certified by the council as sustainably caught," the company said in a statement. In return, they'll be able to use the Marine Stewardship Council logo in all of their fish meals.
"The certification and labeling program provides a mechanism to identify and reward existing good practice," Rupert Howes, the CEO of the Marine Stewardship Council said.
The partnership will be mutually beneficial for the food chain and the council, as it'll give McDonald's a chance to talk about its sustainability efforts and it'll provide a boost in visibility to the Marine Stewardship Council, the LA Times reported.
"It's exciting for us," Susan Forsell, McDonald's vice president of sustainability for the U.S market said. Adding that this would not only mean that the company's fish offerings would be coming from one of the most prestigious U.S. fisheries, but it would be a chance for U.S. employees to talk about McDonald's' efforts to begin sourcing its food products in a sustainable way.
McDonald's has been successfully using the Marine Stewardship Council Eco-label in their fish meals in Europe since 2011 and according to the Marine Stewardship Council's CEO, the chains' decision to use certified sustainable sea food is a win-win-win for everyone involved.
"Working with companies like McDonald's who preference certified sustainable sea food, we can encourage less well managed fisheries into the program where the have to make improvements to the way they fish the oceans. This is good news for consumers, good news for the environment and it's good news for business," Howes said.