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  
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