McDonald's, the world's biggest fast-food company, said Wednesday that it had reached a deal under which a nonprofit organization would certify as sustainable the catch used for each of the 100 million fish sandwiches the chain sells in Europe every year.
Beginning in October, the blue eco-label of the Marine Stewardship Council will appear on the wrappers of McDonald's Europe's Filet-o-Fish sandwiches, which are made from fried white fish, tartar sauce and a slice of cheese served on a steamed bun.
The European arm of McDonald's, faced with persistent criticism from environmentalists who accuse it of destructive practices, has in recent years sought to burnish its image with the rollout of Rainforest Alliance-certified coffee and sustainable agriculture programs.
She said ''there have been some conversations'' about extending the deal to the United States as well.
In another big boost for seafood eco-labeling, Wal-Mart Stores, the biggest supermarket chain, has said that it will require all suppliers of the seafood products sold at its Wal-Mart and Sam's Club stores to obtain the certification of the M.S.C. or an equivalent certifying organization for farmed fish. Wal-Mart said it ''will require currently uncertified fisheries to develop work plans to achieve certification and report progress biannually.''
The retailers Kroger, Costco and Supervalu are also adopting the Marine Stewardship Council program.
The council, based in London, was founded in 1995 by the World Wildlife Fund and Unilever, then a big seafood retailer, to encourage stores, restaurants and consumers to choose fish harvested in responsible ways. It employs third-party companies to certify that fisheries are managed to safeguard jobs, maintain fish stocks and protect the ocean.
For granting McDonald's the right to its imprimatur, the nonprofit organization will receive 0.5 percent of the cost of the 100 million frozen filets it certifies.
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