Seafood organizations urge sustainability focus amid viral sardine trend

Seafood organizations are urging consumers to prioritize provenance and sustainability following the viral ‘#sardinemaxxing’ social media trend. The trend, popular on TikTok and Instagram, involves consuming large quantities of tinned sardines for purported health and skin benefits.

According to Seafish, UK sales of sardines have increased by 30% over the last 12 months, a surge potentially driven by the trend. In response, Seafish, the Cornish Sardine Management Association (CSMA), and the Marine Stewardship Council (MSC) are highlighting the importance of understanding how sardine stocks are managed globally.

Industry representatives note that fishing methods and stock management vary significantly by region. They advise consumers to look for credible sourcing information and the MSC blue ecolabel to ensure sustainability. In Cornwall, the sardine fishery has been active for over 500 years and is independently certified by the MSC.