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Giant burger chain McDonald's announced in recentmonths that it would only use sustainably caught fish for its ‘Fillet-o-fish’ burgers – of which they sell a staggering eightmillion per year in the United Kingdom alone.

Admirable as this effort may be, it raises an interestingquestion – is it better to be using fish from a recognizedsustainable source (New Zealand hoki) or to be supporting thefishing industry in each country in which McDonald's operates?

The initial reaction would be of course to say the sustainableoption but, in the U.K.