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?