McDonald's, one of the largest single buyers of fish in the country, said all of its Filet-O-Fish sandwiches and Fish McBites snacks will be made of Alaskan Pollack sustainably fished in the wild.
And the company is willing to pay to prove it.
The fast-food giant will pay annual fees and royalties to the Marine Stewardship Council for the right to slap the group's so-called ecolabel on its product packaging in its 14,000 stores nationwide.
Mega-retailers such as Wal-Mart, Whole Foods and Walgreens already carry products bearing the blue label. But McDonald's said it will be the first national restaurant chain to do so, starting in February.