McDonald’s has recently announced one of the highest profile eco-labelling deals ever, by starting to serve only sustainable fish in its Filet-o-Fish sandwiches in Europe. The Marine Stewardship Council‘s blue eco-label will adorn wrappers of the sandwich from October, certifying that the fish used is from a sustainable source.

The largest fast-food chain in the world has 7,000 restaurants across 39 European countries. It sells around 100 million Filet-o-Fish sandwiches in Europe every year and the nonprofit organization will receive 0.5% of their cost in exchange for the appearance of their labels. The chief executive of the Marine Stewardship Council, Rupert Howes, said that the deal was:

A tremendous testament to the ability of our industry leaders to transform the seafood market and help drive changes on the water.

Marine Stewardship Council

[via NYTimes]

Photo by NYTimes