🐟👑Waitrose has announced it’s pulling mackerel from its shelves, citing overfishing concerns and sustainability pressures. Even the pâté is off the menu. That’s right — the humble, oily staple of seaside lunches and student toast toppings has been quietly escorted out of the duchy.
Official line? Protecting fish stocks.
Unofficial vibe? “Darling, we’ve moved on.”
🐟🚫 When Even the Pâté Gets Politely Shown the Door
Now, to be fair, mackerel stocks have faced serious pressure. Sustainability bodies have warned about overfishing in the North East Atlantic. Retailers are increasingly jittery about selling species with red flags attached.
But let’s not ignore the delicious optics here.
Mackerel — affordable, nutritious, faintly fishy in a real-world way — suddenly isn’t refined enough for the nation’s quinoa aristocracy? 🥂
You can just picture the boardroom:
“Is it line-caught?”
“Yes.”
“Is it wild?”
“Yes.”
“Is it… aspirational?”
…silence.
Gone are the days of £1 tins stacked beside sourdough. Now it’s “tasty alternatives.” Translation: something with Latin on the label and a backstory about a Norwegian fjord where the fish meditate before harvest. 🌊🧘♂️
But here’s the twist: this isn’t snobbery. It’s sustainability branding with a halo. Retailers don’t want to be the villain in a David Attenborough sequel. Pulling mackerel lets Waitrose position itself as guardian of the oceans — even if it means customers must now bond with sardines instead.
Still, you can almost hear the collective gasp from shoppers who thought mackerel pâté was the one affordable indulgence left. First the avocados doubled in price. Now this. What’s next — ethical tap water? 💧✨
🐠 The Bigger Picture
- Overfishing concerns are real.
- Supermarkets are hypersensitive to eco ratings.
- Consumer optics matter more than ever.
But the satire writes itself when a fish historically associated with dock workers and lunchboxes becomes too politically inconvenient for premium shelves.
🔥 Challenges 🔥
Is this responsible retail… or rebranding wrapped in seaweed?
Are supermarkets leading on sustainability — or just curating their conscience for marketing gloss?
Drop your sharpest take in the blog comments (not just on socials). Is mackerel a martyr for the oceans — or a casualty of upscale optics? 💬🌊
👇 Comment. Like. Share.
Tell us your best “Waitrose wouldn’t sell it” joke.
The best comments will be featured in the next issue of the magazine. 📝🏆
Chameleon Magazine 
Leave a comment