13 Jun Can I have a Sustainable Upgrade with that?

So I am not a fan of fast food chains; however, I realize that several people love and make weekly trips to them (including my friends and family).  That being said, I am semi-pleased to hear that some fast food chains are trying to make changes for their consumers.  Even if it’s really for their bottom line.  McDonald’s made a big announcement last week on June 8^th (World Oceans Day).

The Filet-o-Fish gets a sustainable upgrade at McDonald's locations across the European Union. McDonald's Corporation announced that it will be the first company of its type to sell fish in Europe that's been certified as sustainable by the Marine Stewardship Council beginning in October.

The certification is a result of a long term commitment made by McDonald’s to work with suppliers to improve sustainable fishing practices through its global Sustainable Fisheries Policy. More and more big companies like McDonald’s are making the connection that sourcing sustainable seafood is necessary for long-term business planning.  They are also beginning to leverage their power to influence positive change in fisheries.  Once again, while I am not crazy about fast food chains, still–(with a sigh) it’s a step toward sustainability by a large company with as much power and influence is always a step in the right direction. 

The New York Times reports that the European arm of McDonald’s was faced with persistent criticism from environmentalists who accused it of destructive practices. It also reports that McDonald’s notes, for example, that in North America, “foods made with genetically modified ingredients are generally  accepted, while that isn’t the case in Europe.” Additionally, another report states that Julian Hilton-Johnson, vice president of corporate relations and McDonald’s Europe’s chief of staff says, “Our customers are increasingly interested in the food they eat, where it comes from, and how it’s been sourced.”

McDonald’s has also considered extending this deal to its United States locations, according to the New York Times.  However, McDonald’s recognizes that United States customers are in general considered less sensitive to environmental concerns than their European counterparts.

This isn’t the first step for McDonald’s in working towards being more sustainable in Europe. The restaurant chain introduced free range eggs there. Then it started serving sustainably sourced coffee. But until now, McDonald's US operation has stuck with battery cages.

It seems that Europe is far ahead of the U.S. when it comes to ethical sourcing.  A lesson for Americans: You don’t have to accept what is offered to you.  More demands from consumers will mean more changes. Americans need to demand better quality food.  Show that you do care!  Unfortunately, the reality is that more Americans eat out than make a good nutritious meal at home. So let’s move them to be more like an eco-fast food restaurant.Make them give people better food choices!

Read the full article from the New York Times http://www.nytimes.com/2011/06/09/business/global/09fish.html?_r=2&smid=tw-nytimesbusiness&seid=auto