Waitrose will stop selling mackerel after scientists warned about severe overfishing.
The retailer will guide customers toward herring, sardines, and sea bass instead.
Conservation groups say mackerel numbers have reached critical levels.
The Marine Conservation Society recently downgraded the species on its sustainability scale.
Researchers also urged supermarkets to promote locally caught, low-impact fish.
Scientists advised a seventy percent catch reduction in the north-east Atlantic.
UK fishing limits fall far below that recommendation.
Catches have exceeded safe levels for more than a decade.
Environmental organisations warn that the population risks collapse.
They blame long-term policy failures and weak international agreements.
Waitrose will end sales of fresh and frozen mackerel by late April.
Tinned products will disappear once current stock runs out.
The company says responsible sourcing must protect ocean ecosystems.
Government officials state they are working with other nations to cut pressure on stocks.
They also aim to protect fishing jobs while rebuilding the species.
