Across 39 European Countries, 7,000 McDonald's restaurants will be serving Filet-O-Fish burgers made from only sustainable fish as certified by the Marine Stewardship Council (MSC) traceability standard. This partnership will contribute 0.5% of the cost to the MSC as well as further McDonald's initiative to use sustainable food sources.
Although this eco-labeling deal between MSC and McDonald's has recently generated a lot of media attention, the fast food chain's efforts to provide eco-fast food actually began in 2003.
McDonald's has definitely reinvented itself throughout the years. Not only does the company persistently attract consumers with flashy advertisements and low-priced and convenient meals, it has also built its name so that it is recognized for being socially responsible.
Now my only question is, would the selection of the fish change the signature taste of the original Filet-O-Fish?
Eco-Fast Food
Sustainable Fish for McDonald's EURO locations
Trend Themes
1. Sustainable Fast Food - There is a growing trend in the fast food industry towards offering sustainable food options, such as McDonald's commitment to using only sustainable fish for its Filet-O-Fish burgers.
2. Eco-friendly Partnerships - Companies are increasingly partnering with eco-labeling organizations like the Marine Stewardship Council (MSC) to ensure their products meet sustainability standards and contribute to environmental causes, as seen with McDonald's partnership with MSC.
3. Socially Responsible Branding - Brands like McDonald's are focusing on establishing their social responsibility and sustainability efforts as a core part of their brand identity.
Industry Implications
1. Fast Food - The fast food industry has an opportunity to adopt sustainable practices and offer eco-friendly food options to cater to the growing demand for socially responsible choices among consumers.
2. Eco-labeling - Eco-labeling organizations like the Marine Stewardship Council (MSC) have the opportunity to form more partnerships with major food chains to promote sustainability and eco-friendly practices in the food industry.
3. Advertising and Marketing - Marketing firms and agencies can help fast food chains like McDonald's effectively communicate their sustainability efforts to consumers and leverage social responsibility as a competitive advantage.