Hey McDonald's - Here's an Idea for You - Stop the Hoki Excuses

This article From Deep Pacific, Ugly and Tasty, With a Catch, got me thinking. They've already decimated the Pollock population. Sort of seems like serial depletion is their strategy.

If McDonald's really values sustainability (and reasonable people could disagree on this) and they wanted to demonstrate that they are in alignment with the dining public's desires...they could volunteer to reduce the pressure on the hoki or any other fish population by introducing a seasonal, or a more varied menu. Instead of the 24/7/365 Filet o' (Disappearing) Fish they could offer it only half the year and or only take half as much and when their tonnage runs out, it's out until next year's catch.

You know kind of like when you order a special catch of the day in a restaurant and the restaurant only has so many servings. Once they've all been ordered, they're out. You order something else. Why not McD's?

How about offering a less endangered option? McSquid anyone?


A few things to note in the article:

  • "Hoki rose commercially as orange roughy fell. Its shorter life span (up to 25 years) and quicker pace of reproduction seemed to promise sustainable harvests." If the fish lives that long, it generally takes longer to reproduce, which means that harvesting in the numbers that McD's does 100,000 tons, (down from 275,000 just a year or two before) means you're quite likely wiping out generations yet to reproduce. 
  • Even while everyone else is sending up warning flags that the stocks are in decline, McD's says: “Everything we’ve seen and heard,” he (Gary Johnson, McDonald’s senior director of global purchasing) said, “suggests the fishery is starting to come back.” Hello?

Even those scientists and conservationists giving cautious support for continued fishing are raising warning flags. Of course, taking as much as you can before someone forces you to stop, is not anyone's definition of "sustainable" sourcing. But McDonald's global purchasing guys apparently don't see eye to eye with the rest of the world. Guess when your head's in the sand, things look a little different.