WWF urges industry to maintain sustainable herring transition

The World Wide Fund for Nature (WWF) is urging the Swedish food industry to maintain its recent shift toward sustainable seafood ahead of the autumn and Christmas herring seasons. This follows a significant market change after Norwegian spring-spawning herring received a ‘red light’ in the WWF Fish Guide in April 2025.

As a result, many companies have transitioned their purchasing to more sustainable alternatives, specifically North Sea herring, which holds a ‘green light’ in the guide. Inger Melander, a marine and fisheries expert at WWF, stated that the market plays a vital role in protecting the marine environment, noting that sustainable fish stocks are a prerequisite for healthy and resilient oceans.

WWF emphasizes that corporate purchasing decisions can reduce pressure on vulnerable fish stocks and support long-term sustainable fisheries management. The organization hopes that both companies and consumers will continue to choose herring from viable stocks to ensure the future availability of the resource.