Friday, January 25, 2013


McDonald's signaled this week that its Filet-O-Fish boxes will sport the Marine Stewardship Council's blue ecolabel.

McDonald's uses Alaska pollock for its popular fish sandwich, and the MSC certifies Alaska's pollock fisheries as sustainable.

McDonald's has produced a glossy video featuring Dutch Harbor, the trawl vessel Defender and skipper Kenny Longaker. Go here and click on fish.

Another pollock-based product, Fish McBites, reportedly is slated for national release.

If the fast-food titan really insists on MSC-blessed fish, it soon might have a choice of suppliers. Producers in Russian waters including the Sea of Okhotsk and the western Bering Sea are closing in on certification.


Anonymous said...

This is big news but not necessarily good news. Russian pollock passed MSC certification just two weeks ago. Alaska pollock is America's largest fishery, but the Russian pollock fishery is somewhat larger.

McDonald's previously specified Alaska as the sustainability identifier in marketing their fish products, they will now use MSC.

McDonald's won, they can leverage Alaska and Russia for price reductions. MSC won, they will pocket immense user fees from logo licensing on more than twice the volume of pollock. Russia won, MSC certification improves the tarnished reputation of Russian fisheries.

Who lost? Alaska. We just lost the ability to market our pollock for any attribute besides price... to one of the largest pollock customers on earth.

Anonymous said...

Alaska lost nothing, there's nothing for Alaska to loose, just bet cheap.

And the tarnished, McScoop's from the AFA?

‘‘(3) A fishery endorsement for a vessel that is char-
tered or leased to an individual who is not a citizen of the United States or to an entity that is not eligible to own a vessel with a fishery endorsement and used as a fishing vessel shall be invalid immediately upon such use....
(8) the term ‘‘mothership’’ means a vessel that receives and processes fish from other vessels in the exclusive economic zone of the United States and is not used for, or equipped to be used for, harvesting fish; (9) the term ‘‘North Pacific Council’’ means the North Pacific Fishery Management Council estab- lished under section 302(a)(1)(G) of the Magnuson-
Stevens Act (16 U.S.C. 1852(a)(1)(G));

Anonymous said...

In the top 20?

McDonald’s employs approximately 1,900 people in 31 Alaska locations making it one of the 20 largest private employers in the state.

Read more:

Anonymous said...

State of Alaska says "No" to the label and McDonald's says "Yes".

The story goes from weird to weirder.

Anonymous said...

The Alaska brand will always stand on it's own, the glut of reality TV programs have proved that. Personally, I'm glad Alaska will not have a public relationship with MCD. McDonald's is a cheap un-healthy product, everyone knows that. The further Alaskan products can separate themselves from the restaurant chain, the better!

Anonymous said...

The state says no to salmon msc certification but, msc pollock that's fine? huh?

Anonymous said...

There seems to intertwined lines connecting the fisheries in Alaska from from regulations, to fishing the resources, then onto marketing.

The people want "responsibily managed fisheries" so they can continue to live their rightfully chosen lifestyle, that of substanence from salmon.

Substanence from salmon.

Anonymous said...

Blogger @ 8:53 PM on 1/26 poses a good question about the State of Alaska and "msc pollock".

Pollock, pollock promises everything

Except for a healthy King Salmon run

Anonymous said... burgers.

Anonymous said...

blue eco lable for the wanton waste of salmon,halibut,crab and the overall distruction of an eco system!i'll never think the same when i hear the words eco friendly!!!!!what a bunch of bull!

Anonymous said...

Blatantly flaunting their money power in the faces of the poor people who rightfully own the resources.