On Wednesday, IntraFish was the first to report that fast food giant McDonald’s is to use the MSC logo on its packaging in Europe.

This major coup for the MSC and for A. Espersen, the fish supplier to McDonald’s in Europe, will take sustainable certified fish “further into the mainstream,” Keith Kenny, the director of McDonald’s supply chain for Europe, told IntraFish.

The move means 7,000 McDonald’s restaurants across 39 European countries will be selling product bearing the logo. In 2010, the company sold approximately 100 million Filet-o-Fish portions across Europe.

Joanna