The article highlights the urgent need for sustainable management of Northeast Atlantic pelagic fish stocks, including mackerel, herring, and blue whiting, as the deadline for Coastal States to agree on mackerel quotas approaches at the end of March. Leading retailer Waitrose has joined other supply chain businesses and retailers in advocating for fair sharing of catches to prevent overfishing and ecosystem damage. As a member of the North Atlantic Pelagic Advocacy Group (NAPA), Waitrose is pushing for scientifically based, long-term management plans to ensure the availability of these fish stocks for future generations. The article emphasizes the complexity of managing these stocks, which straddle political boundaries and are affected by climate change, and notes the potential consequences for retailers' ability to meet their responsible sourcing commitments if no agreement is reached.