Supermarket chain Waitrose has announced it is suspending mackerel sourcing, in a move it said was related to sustainability concerns and a need to take a stand against overfishing.
Sourcing of fresh, chilled, and frozen mackerel is to be suspended by 29 April 2026, while its tinned mackerel lines will no longer be available to consumers following sell-through of the current inventory.
Waitrose, which made the announcement today at its Food System Transformed Conference in Odney, Berkshire, attended by suppliers, key NGOs, and certification representatives, said it would start selling alternative, “responsibly sourced” fish choices across smoked products that have similarly-intended health benefits and ingredients to mackerel such as omega-3.
From April, products such as Hot Smoked Herring, Hot Smoked Peppered Herring, and Hot Smoked Sweetcure Seabass will be sold in Waitrose shops and online. The retailer said it will introduce frozen sardines in May as a certified sustainable replacement for frozen mackerel.
The grocer also noted it hopes to bring back mackerel to its shelves again – but only once it meets the company’s “high sourcing standards”. There is no predetermined date for when this might be.
In September 2025, the International Council for the Exploration of the Sea (ICES), recommended that north-east Atlantic mackerel catches should be cut by 70% to help rebuild the stock to a sustainable level. In December, four of the US coastal states agreed to cut mackerel catches by 48%, although Waitrose underlined that this does not meet ICES advice.
From May 2026, north-east Atlantic mackerel will no longer meet Waitrose’s responsible sourcing requirements in line with the Sustainable Seafood Coalition’s codes of conduct. All Waitrose north-east Atlantic mackerel is sourced from Scottish waters.
Jake Pickering, head of agriculture, aquaculture & fisheries at Waitrose, told delegates at today’s conference: “By suspending sourcing of mackerel at Waitrose we are reinforcing our ethical and sustainable business commitments, acting to tackle overfishing and protect the long-term health of our oceans and this crucial fish.
“Our customers trust us to source responsibly, and we are closely monitoring the fishery. We look forward to bringing mackerel back to our shelves once it meets our high sourcing standards.”
Dr Joanne Lunn, head of health & nutrition at Waitrose, promised the new products “offer a powerful nutritional profile and health benefits that mirror closely those of mackerel”.
She added: “They are natural sources of omega-3 which helps to maintain normal functioning of the heart, brain and vision, making it effortless to incorporate functional, nutrient-dense foods into your daily routine.”
Waitrose has committed to maintaining relationships with its mackerel suppliers, with the new herring, seabass, sardines and trout products to be sourced through current supplier partnerships.
From this month, Waitrose customers will start to see a new blue Marine Stewardship Council (MSC) eco-label across all tins of sardines. The retailer said it will be the first UK retailer to have 100% of its sardines sourced from MSC-certified fisheries, both in canned formats and at its fish counters.
Marija Rompani, director of ethics & sustainability at Waitrose parent the John Lewis Partnership, remarked: “Responsible fishing is not a standalone issue for us – it sits within our wider ethics and sustainability commitments, including our net zero ambitions, zero deforestation goals, biodiversity protection and our work to set science based targets for nature.
“We believe sustainable food production must balance climate action, nature protection and responsible fish sourcing is fundamental to protecting our oceans. We will continue to work closely with suppliers and industry partners to support the recovery and responsible management of fish stocks.”
Waitrose’s move to stop sourcing mackerel comes just a week on from Holland & Barrett announcing it was phasing out products containing krill as a ingredient, in further evidence of UK retailers tightening their supply chains in the name of sustainability and planetary welfare.
Read our exclusive interview with Holland & Barrett sustainability director Jess Long
[image credit: Waitrose/John Lewis Partnership]
