Rough scad Trachurus lathami is a key pelagic fish in the Argentinean continental shelf (ACS, south‐west Atlantic Ocean), with recent increases in abundance. It is a main prey of fishes and marine mammals, and shares the environment with commercially relevant pelagic species (Engraulis anchoita and Scomber colias), playing an important role linking lower and upper trophic levels in the ecosystem. This study aims to determine the ontogenetic changes in the diet composition, feeding strategy, trophic niche breadth and trophic level of T. lathami in the North Patagonian Shelf (43°–45°30′S). The stomach contents of adult fish (n = 238) were analysed. The results suggest a clear ontogenetic shift in the diet at a size of ~190 mm. Smaller individuals (160–190 mm) were specialized on misidaceans, and showed the highest trophic level, while larger T. lathami (221–230 mm) consumed decapods (Peisos petrunkevitchi) and teleosts (eggs and larvae). Trophic niche breadth was higher at the medium‐sized class (191–220 mm), which mainly preyed on copepods (Calanoides carinatus) and chaetognaths (Sagitta spp.), evidencing a more diverse diet and a rather generalist strategy. Updated information on the trophic ecology of T. lathami evidences its extremely plastic feeding behaviour, being able to adapt its trophic niche to the most readily available food items from the mesopelagic community.