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The announcement comes as the MSC celebrates 10 years since it opened an office in China.
McDonald’s China Adds MSC Ecolabel to its Sustainable Seafood Menu
(CHINA, 7/5/2023)
McDonald’s China restaurant chain will now include the blue MSC (Marine Stewardship Council) ecolabel on McDonald’s Filet-o-Fish sandwich, Double Fish burger and Kids Fish Fillet burger, served in more than 5,000 restaurants in China.
The announcement expands McDonald’s global commitment to source sustainable seafood and will give its Chinese customers confidence that the fish in these products comes from fisheries certified to the MSC’s world-leading standard for sustainable wild-capture fisheries. Recent consumer research suggests that Chinese consumers increasingly value the importance of sustainable seafood with ‘environmentally friendly or sustainably sourced’ ranking fourth in factors motivating seafood purchase in China.
Food products from McDonald's will feature the Marine Stewardship Council (MSC) label on their packages to promote the company's sustainability goals.
Nearly 3,500 tonnes of MSC certified whitefish are sold in McDonald’s China every year with McDonald’s working with fish suppliers including Weidao and Tyson Foods together with the MSC.
This announcement comes as the MSC celebrates 10 years since it opened an office in China. In that time, the number of MSC labelled products in the country has increased from 10 to more than 200. The MSC has also seen considerable growth in the number of Chinese supply chain companies, retailers and fisheries engaging in the MSC programme.
Rupert Howes.
The MSC’s Chief Executive Officer, Rupert Howes, who was in China to celebrate the launch of these products, said: “The MSC and McDonald’s have been promoting sustainable seafood together since 2011. As an important partner of the MSC, McDonald’s has brought fish products with the MSC ecolabel to consumers in Europe, the US, Japan and other countries. McDonald’s China commitment is a huge opportunity to build our partnership in this important market, to meet the growing consumer demand for sustainable seafood in China.”
Ms. Gu Lei, Chief Impact Officer of McDonald's China, said: "McDonald's China insists on providing consumers with fresh, safe and natural high-quality ingredients, and at the same time is actively building a sustainable supply chain to reduce damage to the environment through its seafood procurement. It is a pleasure to receive the authoritative certification of MSC. This is an affirmation of McDonald's China's influence in the supply chain in helping to ensure the continuous supply of high-quality seafood. We will continue to help protect the vitality of the ocean."
The blue MSC ecolabel will be added on McDonald’s Filet-o-Fish sandwich, Double Fish burger and Kids Fish Fillet burger, served in more than 5,000 restaurants in China.
About The Marine Stewardhip Council
The Marine Stewardship Council is an international non-profit organisation. Its mission is to use the MSC ecolabel and fishery certification program to contribute to the health of the world’s oceans by recognising and rewarding sustainable fishing practices, influencing the choices people make when buying seafood and working with oits ur partners to transform the seafood market to a sustainable basis.
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