McDonald's says it will be the first national restaurant chain to carry a label from a group that certifies sustainable fishing practices.
The blue "ecolabel" from the Marine Stewardship Council certifies that the Alaskan Pollock used in McDonald's Filet-O-Fish sandwiches come from suppliers with sustainable fishing practices.
Major retail chains including Wal-Mart and Whole Foods already use the council's label. The nonprofit group is paid a royalty fee from companies that use its label. For McDonald's, that means the fee would be based on sales of its fish offerings, such as the Filet-O-Fish and the Fish McBites that will be launched as a limited-time offer next month.