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. Based in California, he is a business writer and consultant. His work is has also appeared on Triple Pundit , The Guardian's Sustainable Business site and has appeared on Inhabitat and Earth911. His focus is making the business case for sustainability and corporate social responsibility. He's pictured here in Qatar, one of the Middle East countries in which he takes a keen interest because of its transformation into a post-oil economy. Other areas of interest include sustainable development in The Balkans, Brazil and Korea. He was a new media journalism fellow at the International Reporting Project, for which he covered child survival in India during February 2013. Contact him at leon@greengopost.com. You can also reach out via Twitter (@LeonKaye) and Instagram (GreenGoPost). As of October 2013, he now lives and works in Abu Dhabi, United Arab Emirates.