Patagonia replaces its cult-hit tinned mackerel with Chilean jack mackerel

Patagonia stopped selling Atlantic mackerel after local stocks declined and has switched to smoked Chilean jack mackerel sourced from recovering South Pacific fisheries.

Patagonia has changed the species used in its tinned mackerel product after the Atlantic supply it relied on became overfished. The company paused shelf sales for several months while it developed a smoked jack mackerel product sourced from Chile. The new fish is a different species found in South Pacific waters where stocks have rebounded. The shift reflects broader changes in fish distribution and pressures on international quota systems. Key facts: - Patagonia previously sourced Atlantic mackerel from a small fishery in the Bay of Biscay that is now experiencing overfishing. - Over the past 15 years, catches in the wider North East Atlantic averaged about 40% above scientific advice, and the International Council for the Exploration of the Seas recommended a 77% cut this year to improve recovery chances. - Certification for North East Atlantic mackerel fisheries was suspended in 2019, affecting sustainable labeling there. - Chilean jack mackerel, a different species found off Chile, recovered after past overfishing and earned Marine Stewardship Council certification in 2019. - Patagonia began selling smoked Chilean jack mackerel online last month, will roll it out to retailers next week, and plans a second seasoned product later this year. Summary: The ingredient change affects Patagonia's food division and is part of wider supply-chain responses to shifting fish stocks and sustainability assessments. The company has introduced a Chilean jack mackerel product after months off shelves, and broader management and quota discussions continue among fisheries and international bodies. Undetermined at this time.