The three menu items are currently served across more than 5,000 McDonald’s restaurants in China. Credit: TonyV3112 via Shutterstock.com.

McDonald’s China has announced that its Filet-o-Fish sandwich, Double Fish burger and Kids Fish Fillet burgers will now come with a blue Marine Stewardship Council (MSC) ecolabel.

The three menu items are currently served across more than 5,000 McDonald’s restaurants in China. 

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McDonald’s China chief impact officer Gu Lei 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.”

Around 3,500t of MSC-certified whitefish are sold yearly by the brand China.

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The fast food restaurant chain and the MSC are working with fish suppliers, including Weidao and Tyson Foods.

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The move underlines the restaurant brand’s commitment to sourcing sustainable seafood and is expected to bolster Chinese customers’ confidence that the fish in these products meet MSC standards.

MSC CEO Rupert Howes 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.”