Waitrose becomes the first British supermarket to suspend mackerel supplies, taking a clear stance against overfishing and supporting long-term ocean sustainability. The decision applies to all fresh, chilled, and frozen mackerel until April 29, 2026, while canned mackerel will remain available only while stocks last.
The move comes after the International Council for the Exploration of the Sea recommended a 70% cut in mackerel catches in the Northeast Atlantic in September 2025 to allow the stock to recover to sustainable levels. In December, the four coastal states involved agreed to a 48% reduction, which was considered insufficient in light of scientific guidance.
From May 2026, Northeast Atlantic mackerel—sourced entirely from Scottish waters for Waitrose—will no longer meet the retailer's responsible sourcing criteria, in line with the Sustainable Seafood Coalition's codes of conduct. The retailer has specified that it will continue to monitor the fishing trend, aiming to return the product to its shelves only when it meets its standards again.
Speaking at the Waitrose Food System Transformed Conference on February 26, Jake Pickering, Head of Agriculture, Aquaculture & Fisheries, stressed that the suspension reinforces the company's ethical and environmental commitments, responding to customer trust and the need to protect the health of the oceans in the long term.
In parallel, the retailer will launch a new range of smoked alternatives with a similar nutritional profile to mackerel, rich in omega-3 fatty acids, starting in April. The offering will include MSC-certified Scottish smoked herring, MSC-certified pepper smoked herring, ASC-certified Sweetcure smoked sea bass—a first for UK retailers—and RSPCA-certified smoked trout with dill and lemon. MSC-certified frozen sardine fillets, designed as a sustainable substitute for frozen mackerel, will also be available in May.
On the nutritional front, Health & Nutrition Manager Joanne Lunn highlighted how sardines and herring offer a health profile comparable to that of mackerel, thanks to their high natural omega-3 content, with benefits for the heart, brain, and vision, thus meeting the growing demand for functional, nutrient-dense foods.
Waitrose will maintain its long-standing relationships with mackerel suppliers and continue to support coastal communities across the UK, sourcing new products through existing partnerships. No timeframe has been set for a possible resumption of mackerel purchases.
At the same time, the brand announced it will become the first British retailer to offer 100% MSC-certified canned sardines, expanding the blue label to seven products. The goal is to consolidate its leadership in sustainable seafood, integrating responsible marine resource management with the John Lewis Partnership's broader commitments to net zero, biodiversity conservation, and setting science-based targets for nature.
