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.