Why Has Waitrose Halted its Mackerel Supply?

Waitrose has positioned itself at the forefront of responsible sourcing practices by halting its mackerel supply in response to concerns about overfishing.

The supermarket has made history as the first UK retailer to suspend mackerel sourcing, demonstrating its commitment to protecting fish populations and ensuring the long-term viability of marine stocks.

Environmental recommendations prompt action

The International Council for the Exploration of the Sea (ICES) issued guidance in September 2025 calling for a 70% reduction in Northeast Atlantic mackerel catches to restore stocks to sustainable levels. By December, four Coastal States had agreed to reduce catches by 48%.

However, this reduction falls short of ICES recommendations. According to Waitrose, Northeast Atlantic mackerel will fail to satisfy its responsible sourcing criteria from May 2026, based on the Sustainable Seafood Coalition's (SSC) codes of conduct.

The retailer sources all its Northeast Atlantic mackerel from Scottish waters. Fresh, chilled and frozen mackerel will be withdrawn from shelves by 29 April 2026, while remaining tinned stock will continue to be sold until depleted.

At the Waitrose Food System Transformed Conference on 26 February, Jake Pickering, Head of Agriculture, Aquaculture & Fisheries at Waitrose, explained: "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."

New smoked fish range

To help customers navigate this transition, Waitrose is introducing a new smoked fish range from April, offering alternatives such as Hot Smoked Herring, Hot Smoked Peppered Herring and Hot Smoked Sweetcure Seabass—a supermarket first.

The supermarket will also add frozen sardines in May as a certified sustainable alternative to frozen mackerel.

The new products include:

• Waitrose Scottish Hot Smoked Herring (MSC certified)
• Waitrose Scottish Hot Smoked Peppered Herring (MSC certified)
• Waitrose Hot Smoked Sweetcure Seabass (Supermarket first, ASC certified)
• Waitrose Hot Smoked Trout with Dill & Lemon (RSPCA assured)
• Waitrose Frozen Sardine Fillets (MSC certified)

Dr Joanne Lunn, Head of Health & Nutrition at Waitrose, says: "Whether it's sardines or herring from our new smoked fish range, we are bringing the same high quality and great taste our customers look for.

"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."

Ongoing dedication to sustainable practices

While no timeline has been confirmed for resuming mackerel sourcing, Waitrose has emphasised its ongoing commitment to supporting British coastal communities by maintaining relationships with its mackerel suppliers.

The retailer continues to work with existing partners for its herring, seabass, sardines and trout supply.

Waitrose is also set to become the first UK supermarket to offer 100% MSC-certified tinned sardines across seven product lines. From February, the MSC blue eco-label will feature on all sardine tins, part of a wider initiative to ensure all sardines, whether tinned or fresh from the counter, come from certified sustainable fisheries.

Marija Rompani, Director of Ethics & Sustainability at the John Lewis Partnership, explains: "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."