McDonalds Sustainable Fish Given Approval

The blue logo printed on the packaging of the Filet-O-Fish and Fish Fingers items represents the companys ongoing commitment to sustainable sourcing and shows that all fish used by McDonalds UK is fully traceable from sea to restaurant.

McDonalds UK has been using sustainably sourced fish in all of its fish products since 2001, but the MSC certification logo is now being added to recognise that its entire supply chain is formally certified against the MSC Chain of Custody traceability standard - McDonalds is the first company in its sector to introduce MSC certified white fish throughout Europe.

According to figures, over 50 per cent of the worlds marine fish stocks are fully exploited. The MSC is an independent global organisation set up to promote solutions to the problem of overfishing by recognising and rewarding well managed and sustainable fisheries through its certification and eco-labelling programme.

Last year, McDonalds sold approximately 18 million Filet-O-Fish and eight million Fish Finger portions in the UK alone. Both products use Hoki - a white fish, sourced from fisheries in the Southern Hemisphere.

Jill McDonald, chief executive McDonalds UK said: McDonalds has long been a champion of sustainable fishing and with our restaurants serving nearly three million customers each day were delighted that our commitment to environmental standards will help us keep fish on the McDonalds menu for generations to come.

Rupert Howes, CEO of the Marine Stewardship Council, said: We are delighted to see that the first MSC labelled Filet-O-Fish have been launched in McDonalds UK restaurants this month. McDonalds Europes 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. Were delighted all of McDonalds Filet-O-Fish in Europe will be MSC certified and McDonalds is making sustainable fish so widely available.

Achieving the MSC traceability standard is the latest landmark in McDonalds drive for improved quality and sustainability in its agricultural supply chain. McDonalds UK also only use free-range eggs, 100 per cent British and Irish beef, and The Rainforest Alliance and Utz Certified logo appeared on the 95 million cups of coffee served in their UK restaurants last year.