Hankering for a Filet-O-Fish?  Cross the pond to Europe this fall, and you can nod your cap to the Marine Stewardship Council (MSC) for partnering with McDonald’s.  Starting in October, the 7,000 McDonald’s across 39 countries that serve 13 million customers daily will have the option to nosh on a Filet-O-Fish or locally named fish sandwich that is MSC-certified.

So what exactly does the MSC moniker mean?  It depends who you ask.  With the MSC label, McDonald’s joins companies like Whole Foods, Costco, Walmart, and Kroger that are taking a more responsible approach towards the sourcing of fish. Or are they?

Not so fast, says Food & Water Watch, another NGO.  The Washington, DC-based group alleges that the MSC label is more of a marketing label, not an eco-label.

Read the debate and what I think on Triple Pundit.

About The Author

Leon Kaye

Leon Kaye is the founder and editor of GreenGoPost.com and its advisory division, GGP Media. Contact him to discuss how he can work with your organization or event. His focus is making the business case for sustainability and corporate social responsibility (CSR). He writes for San Francisco-based Triple Pundit, Inhabitat and now The Guardian, for which he writes about corporate responsibility, water, and green building. He has also written for AIA's Architect Magazine. Leon works out of Fresno and Silicon Valley, California, and when he has free time, he enjoys hiking, gardening, cooking, weightlifting, and planning his next trip to one of the 60 countries he has visited. He has an MBA from USC's Marshall School of Business and is also a proud graduate of the University of Maryland-Baltimore County (UMBC) and Cal State-Fresno.