McDonald's® Canada now serving Marine Stewardship Council certified sustainable fish in its Filet-O-Fish® sandwich

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 
certification 


        --  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: 
http://www.mcdonalds.ca/ca/en/communities/environment/sourcing.html

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  
contact: 
McDonald's Media Relations 1-877-786-3342 
Mike DeCesare, MSC Americas Region, Seattle, Washington 1-206-631-2496 
mike.decesare@msc.org 
To view this news release in HTML formatting, please use the following URL: 
http://www.newswire.ca/en/releases/archive/June2014/17/c7163.html 
CO: McDonald's Restaurants of Canada Ltd.
ST: Ontario
NI: RES CHARITY NP  
-0- Jun/17/2014 13:00 GMT
 
 
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