I've just read on the BBC website that McDonald's restaurants have announced that they will be "serving" MSC-certified fish in Europe.
This reminds me of a dinner I was at in Geneva about 12 years ago, organized by the World Economic Forum (WEF). Fish was the main dish on the menu, and, sitted on my left a Vice-President of McDonald's asked me "How is this fish called? It's very tasty." Half-jokingly only, I responded: "I won't tell you, because otherwise there won't be any left within a few months!"
The man did not seem to catch what I was telling him. Perhaps he would now, a decade later. I'm curious to see what this partnership between the MSC and McDonald's will mean to the future of both the MSC and McDonald's. And to the future of fish.