McDonald's to sell certified sustainable fish
By John Reynolds, marketingmagazine.co.uk, Monday, 20 June 2011 11:18AM
McDonald's is hoping to boost its environmental credentials by sourcing its fish from suppliers approved by the Marine Stewardship Council (MSC).
McDonald's will be the first fast-food company to introduce MSC certified white fish across Europe. It is unclear whether the initiative will be supported with marketing.
The move marks the latest attempt by the fast-food company to up the ante against its rivals in a long-standing battle to appear the most environmentally conscious.
The fast food chain will source council-approved Alaskan Pollack and Baltic cod to sell in 7,000 restaurants across 39 European countries, including the UK.
The MSC logo will appear on McDonald's packaging for products including the filet-o-fish from October.
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 sustainable fisheries standard. This is an important milestone in our commitment to ensure future long-term supply."
The MSC is an international non-profit organisation with a remit it to remedy the problem of overfishing.
This article was first published on marketingmagazine.co.uk
- Account Director, 12 month contract role, paying £50k pro rata - BTL / Integrated and retail role MODA consult Up to £50k, 12 month fixed term contract (pro rata salary), London (Central), London (Greater)
- Global Communities Officer Amnesty International UK £36,240 per annum, London (Central), London (Greater)
- Senior Brochure Artworker Purple Consultancy Ã‚£30000 - Ã‚£35000 per annum, London
- Freelance ACCOUNT DIRECTOR - integrated with Client side experience - London - 6-8 week contract Judi Patton up to £250 per day, London (Greater)
- Account Manager, ATL & Integrated role, car account, £28k. Soho independent creative agency MODA consult Around the £28k mark, might go higher for someone really strong, London (Central), London (Greater)