McDonald's® Canada now serving Marine Stewardship Council certified
sustainable fish in its Filet-O-Fish® sandwich
Company is the first major Canadian quick-service restaurant chain to achieve
-- McDonald's Canada's nearly ten-year commitment to sustainable
fishing practices culminates with the Marine Stewardship
Council (MSC) certification
-- All McDonald's Canada's Filet-O-Fish packaging will bear the
blue MSC ecolabel
-- The MSC runs the only certification and ecolabelling program
for wild-capture fisheries consistent with all major
international labelling guidelines
TORONTO, June 17, 2014 /CNW/ - McDonald's Canada today announced that 100 per
cent of the fish it serves in its Filet-O-Fish is now certified as sustainable
by the Marine Stewardship Council (MSC). McDonald's Canada has purchased fish
from MSC certified fisheries for nearly a decade and recently completed MSC's
third-party Chain of Custody process to further solidify the company's
commitment to maintaining the health of the world's oceans by supporting
sustainable fishing practices.
MSC is the world's leading certification and ecolabelling program for
sustainable wild caught seafood and the logo can only be used after rigorous,
independent third-party verification. The MSC's Chain of Custody process
traces the fish, used in McDonald's Filet-O-Fish, from the restaurant where
it's served, back through the supply chain. The fisheries that McDonald's
Canada's supplier sources from are MSC certified and have been assessed by
independent scientists against three core principles: the health of the fish
stock, the impact of the fishery on the ecosystem and the management system
that oversees the fishery.
"Partnering with the Marine Stewardship Council is a critical part of our
sustainability and environmental stewardship journey and its ecolabel is a way
for us to engage and involve our customers in this important issue," said
Sherry MacLauchlan, Director of Government Relations and Sustainability for
McDonald's Canada. "We're committed to offering our customers quality,
sustainably-sourced menu choices and to looking at ways to incorporate
positive environmental practices throughout our supply chain."
"We applaud McDonald's Canada and their nearly decade-long efforts to support
sustainable fishing practices and help maintain the health of the world's
oceans," said Geoff Bolan, Americas Region Commercial Director for the Marine
Stewardship Council. "Having the MSC ecolabel on Filet-O-Fish packaging in
every Canadian McDonald's restaurant will significantly contribute to the MSC
mission of using its certification and ecolabel program to recognize and
reward sustainable fishing practices, influencing the choices people make when
buying seafood and working with our partners to transform the seafood market
to a sustainable basis."
McDonald's Canada uses MSC certified wild-caught Alaska pollock for its
Filet-O-Fish and is one of the largest purchasers of the fish in the Canadian
foodservice industry. McDonald's Canada joins McDonald's Europe and McDonald's
U.S.A in receiving MSC certification. For more information about McDonald's
Canada's sustainable sourcing practices visit:
About McDonald's Canada
McDonald's is the leading foodservice company in the world. McDonald's
Restaurants of Canada Limited and its franchisees own and operate more than
1,400 restaurants and employ more than 85,000 employees from coast-to-coast.
Approximately 80 per cent of McDonald's Canadian restaurants are locally owned
and operated by independent entrepreneurs. For more information about
McDonald's Canada, visit www.mcdonalds.ca or follow us on Twitter (@McD_Canada
and Facebook Facebook.com/McDonaldscanada) for updates on our business,
promotions and menu items.
About The Marine Stewardship Council
The Marine Stewardship Council (MSC) is an international non-profit
organization set up to help transform the seafood market to a sustainable
basis. In total, more than 300 fisheries are engaged in the MSC program with
237 certified, 98 under full assessment and 40 to 50 in pre-assessment. This
represents over 10 per cent of the annual global harvest of wild capture
fisheries. Worldwide, more than 22,000 seafood products, which can be traced
back to the certified sustainable fisheries, bear the MSC ecolabel. For more
information on the work of the MSC, please visit www.msc.org or follow us on
Twitter @MSCecolabel) and Facebook (Facebook.com/MSCecolabel).
SOURCE McDonald's Restaurants of Canada Ltd.
For more information or to schedule an interview, please
McDonald's Media Relations 1-877-786-3342
Mike DeCesare, MSC Americas Region, Seattle, Washington 1-206-631-2496
To view this news release in HTML formatting, please use the following URL:
CO: McDonald's Restaurants of Canada Ltd.
NI: RES CHARITY NP
-0- Jun/17/2014 13:00 GMT
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