Patagonia Provisions Expands Tinned Fish Line with New Smoked Mackerel, Setting a New Standard for Sustainable Sourcing

Today, Patagonia Provisions announces the newest addition to its tinned fish lineup: Smoked Jack Mackerel. Slow-smoked over bay wood and hand-packed with just organic extra virgin olive oil and sea salt, the new Smoked Mackerel is fully cooked and shelf-stable – use it on pastas, salads and sandwiches, or pack a tin for camping.

Launching nationwide in Whole Foods Market and Sprouts, alongside other natural retailers, the new item fills the gap left by its predecessor, Provisions’ best-selling Atlantic Mackerel, which was discontinued in 2025 due to a shift in conditions that no longer met the company’s responsible sourcing standards. Prior to its discontinuation, Patagonia Provisions’ canned Atlantic Mackerel was #1 in the Natural Channel, according to data from SPINS. Its top-selling Atlantic Mackerel was sourced from a small-scale hook-and-line fishery in the Bay of Biscay. As ocean temperatures warmed, mackerel began migrating deeper and farther north, becoming vulnerable to industrial trawlers. With overharvesting accelerating and populations in decline, Provisions made the difficult decision to end its Atlantic Mackerel sourcing.

After nearly a year of searching for a new, responsible source for mackerel, Patagonia Provisions found a new source in Chile. A once severely overfished operation has since transformed, preserving the local ecosystem, protecting the livelihoods of local fishermen and restoring populations.

Responsibly Sourced from a Certified Fishery
The Smoked Mackerel is wild-caught off the coast of Chile from an MSC-certified fishery that uses purse-seine methods designed to minimize bycatch and protect ocean ecosystems. Patagonia Provisions works with the Good Fish Foundation to conduct independent third-party environmental assessments of its seafood supply chains, ensuring every species meets or exceeds the brand’s rigorous sourcing standards — often more stringent than those of conventional certifications.

“Our move to this new species came after years of research and collaboration with fishing partners in Chile,” said Paul Lightfoot, General Manager of Patagonia Provisions. “We discontinued our beloved Atlantic Mackerel after overfishing and warming seas made it impossible to continue sourcing responsibly. This new Smoked Jack Mackerel allows us to keep offering a delicious, responsible seafood option, without compromising our values or the health of the ocean.”

Jack mackerel are small schooling fish low on the food chain, making them a lower-impact alternative to larger species like tuna. Since they’re low on the ocean’s food chain, they also accumulate fewer heavy metals and toxins — another reason they’re a responsible seafood choice.

The mild, meaty, and rich white fish is an easy substitute for tuna. Each tin delivers 24 grams of protein, 750 mg of omega-3s, and is an excellent source of Vitamin B-12, along with a good source of iron, making it both nutritious and flavorful.

“Forage fish - such as mackerel, sardines and anchovies - are low in the food chain,” says Tatiana Lodder, Seafood Assessor for Good Fish Foundation, an organization dedicated to fish conservation. “There’s a lot of biomass and they’re much more resilient than the larger, higher trophic species.”

Patagonia Provisions has partnered closely with The Good Fish Foundation to carefully assess mackerel stock and ensure there’s plenty left for both humans and for other species that depend on them for food.

Expanding the Line Later This Year Patagonia Provisions will introduce a new flavor over the next year, continuing the brand’s mission to build a better food future - one that supports ocean health, sustainable fisheries, and delicious, nutrient-dense food.

Patagonia Provisions Smoked Jack Mackerel is now available at Whole Foods Market, Sprouts, and other natural retailers nationwide, as well as online at patagoniaprovisions.com, at $9 MSRP.

About Patagonia Provisions
Patagonia Provisions is the food and beverage business of Patagonia. Patagonia Provisions carefully sources quality food from the world’s oceans, prairies and plains, working with fishers and farmers with regenerative and responsible methods that restore our home planet instead of depleting it. A certified B-Corporation, Patagonia is in business to save our home planet.

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media@patagoniaprovisions.com

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Rachel Stoczko

PR for Patagonia Provisions

Patagonia Provisions

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