Waitrose: Suspending Sustainable Mackerel Sourcing

Waitrose has suspended its mackerel supply following scientific advice about overfishing in North-east Atlantic waters.

The decision demonstrates retailer prioritisation of long-term ocean health over short-term commercial interests.

The International Council for the Exploration of the Sea (ICES) recommended a 70% reduction in North-east Atlantic mackerel catches in September 2025.

Four Coastal States agreed to cut catches by 48% in December 2025, falling short of expert guidance.

From May 2026, North East Atlantic mackerel will no longer meet Waitrose's responsible sourcing requirements under the Sustainable Seafood Coalition's (SSC) codes of conduct.

Supply suspension triggered

The retailer sources all its North East Atlantic mackerel from Scottish waters. Fresh, chilled and frozen mackerel will be removed from shelves by 29 April 2026, whilst remaining tinned stock will continue until existing inventory is depleted.

Jake Pickering, Head of Agriculture, Aquaculture & Fisheries at Waitrose, addressed the decision at the Waitrose Food System Transformed Conference on 26 February 2026.

"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," Jake explained.

"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."

Certified alternatives introduced

To support customers through the transition, Waitrose is introducing a new range of smoked fish from April 2026.

The selection includes Hot Smoked Herring, Hot Smoked Peppered Herring and Hot Smoked Sweetcure Seabass, which represents the first time this product has been available in a UK supermarket.

Frozen sardines will arrive in May 2026 as a certified sustainable alternative to frozen mackerel.

The new product range features Waitrose Scottish Hot Smoked Herring (Marine Stewardship Council (MSC) certified), Waitrose Scottish Hot Smoked Peppered Herring (MSC certified), Waitrose Hot Smoked Sweetcure Seabass (Supermarket first, Aquaculture Stewardship Council (ASC) certified), Waitrose Hot Smoked Trout with Dill & Lemon (Royal Society for the Prevention of Cruelty to Animals (RSPCA) assured) and Waitrose Frozen Sardine Fillets (MSC certified).

Dr Joanne Lunn, Head of Health & Nutrition at Waitrose, highlighted the nutritional equivalence of these alternatives. "Whether it is sardines or herring from our new smoked fish range, we are bringing the same high quality and great taste our customers look for," Joanne said.

"These products offer a powerful nutritional profile and health benefits that mirror closely those of mackerel. 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."

Wider sustainability commitment

The mackerel suspension forms part of Waitrose's wider sustainability strategy.

The retailer maintains it will continue supporting British coastal communities by preserving long-term relationships with mackerel suppliers, although no specific date for resuming sourcing has been confirmed.

Existing partnerships will continue supplying herring, seabass, sardines and trout.

Waitrose will become the first UK retailer to offer 100% MSC-certified tinned sardines across seven product lines.

From February 2026, the MSC blue eco-label appears on all sardine tins, extending the commitment to ensure both canned and fresh counter sardines come from certified sustainable fisheries.

Marija Rompani, Director of Ethics & Sustainability at the John Lewis Partnership, positioned the decision within a broader environmental framework. "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," Marija explained.

"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."