After a year in which the proportion of fish and shellfish that are sustainability-labeled or have a green light in the WWF fish guide increased by 13 percent in Axfood’s retail chains, Axfood is now taking the next step in its work for more sustainable oceans. Axfood is the first on the Swedish market to phase out mackerel with a red light in the WWF fish guide in a private label product and introduce MSC-certified Chilean horse mackerel with a green light. The change concerns Eldorado mackerel in tomato sauce, where the mackerel (Scomber scombrus) that was used previously, and which in 2025 received a red light in the WWF fish guide, is replaced with MSC-certified Chilean horse mackerel (Trachurus murphyi) with a green light. The mackerel will gradually begin to be delivered to stores in early February. Axfood, with retail chains such as Willys, Hemköp and City Gross, will thus be the first player on the Swedish market to switch to mackerel from sustainably managed stocks. – For us, sustainable seafood is both about protecting the oceans and making it easy for consumers to make the right choices in their everyday lives. An important part of that is offering sustainable alternatives even when popular species lose their sustainability label or get a red light, says Åsa Domeij, Sustainability Manager at Axfood. In the work to find an alternative, high demands have been placed on sustainability, quality and affordability. Chilean horse mackerel is MSC-certified and has firm meat that works well in the product, even though the fat content differs from traditional mackerel. – It has been extensive work to secure a raw material that meets our requirements for sustainable fishing and at the same time meets our quality requirements and is affordable. Chilean horse mackerel is a fully-fledged alternative and makes it possible for us to continue offering a popular everyday product with a significantly lower risk to the oceans, says Emil Fischer, buyer at Dagab, Axfood’s purchasing and logistics company. Axfood’s work on sustainable seafood is based on the goal that all fish and shellfish sold should be sustainability-labeled or have the green light in the WWF fish guide by 2030. The work aims to reduce the risk of negative impacts on marine ecosystems and contribute to the recovery of the oceans. In 2025, intensified work resulted in the sales share of sustainable seafood increasing by just over 13 percent compared to the previous year to approximately 70 percent. The increase is primarily a result of an increased supply of sustainability-labeled salmon, and caviar regaining sustainability labeling. The switch to mackerel is one of several examples of Axfood’s long-term and systematic work for more sustainable seafood, increasing the variety of fish species in the range and reducing pressure on both endangered and popular species. Previous examples include the cod in Garant’s “Brödbakad Firre” being replaced with MSC-certified Pacific hake, plaice replacing plaice in the fish counter, and the launch of fish cakes made with bream mince and beans. Overall, the work shows how changes in the range can make it easier for consumers to choose more sustainable seafood in their everyday lives.
