McDonald’s rolls out Canada-wide product featuring MSC-certified haddock

Published on
May 14, 2019

After a successful pilot in Atlantic Canada last summer, McDonald’s Canada is rolling out a new Fish & Chips meal at its restaurants throughout the country.

The fish used in the meals is Marine Stewardship Council-certified haddock, supplied by High Liner Foods in Lunenburg, Nova Scotia, Canada. McDonald's restaurants expect to use around 260,000 pounds of Atlantic haddock for the Fish & Chips during the limited-time offer, McDonald’s Canada said in a press release.

The haddock is caught off of Nova Scotia and packed in Atlantic Canada.

The new limited-time meal includes two pieces of fish coated with a crunchy batter and served with French fries and tartar dipping sauce.

"We are proud to provide quality seafood that's been sourced and produced sustainably. As one of the largest seafood companies in North America, we believe that we have a responsibility to take the lead in addressing seafood issues,” Paul Snow, executive vice president and chief supply chain officer for High Liner, said in the press release. 

MSC certification “is another way McDonald's is committed to ensuring we preserve Canada's most valuable resources for future generations to come: to look after the land, to help keep oceans healthy, and to provide the best quality food we possibly can without compromise,” McDonald’s Canada said.

“We applaud and thank McDonald’s Canada for their continued commitment to sustainability through sourcing from MSC certified fisheries,” Jay Lugar, program director for the MSC in Canada, said. “Consumers increasingly expect companies to have a positive impact on our planet, and with its MSC-certified haddock Fish & Chips, McDonald’s is giving millions of Canadians a menu choice that is a vote for healthy oceans, preserved fish stocks, and supporting the livelihoods of coastal Canadian communities that depend on fishing.”

During the test of the Fish & Chips meals last year in North Atlantic Canada, the restaurant chain sold 86,500 meals in three weeks.  

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