TikTok blamed for hit to Iceland cucumber supply

Iceland is currently facing a significant challenge regarding its cucumber supply, and the cause can be traced back to a viral trend on TikTok. Recently, a salad recipe featuring grated cucumbers, sesame oil, garlic, rice vinegar, and chili oil has taken the small Nordic country by storm. This sudden surge in popularity has led to an unprecedented demand for cucumbers, leaving local suppliers scrambling to keep up. The Horticulturists’ Sales Company, which represents farmers in Iceland, has reported that they are struggling to meet the rising consumer demand. One supermarket chain, Hagkaup, has noted that cucumber purchases have more than doubled, indicating a clear link between the TikTok trend and the increased sales. Kristín Linda Sveinsdóttir, the marketing director of the farmers' association, expressed hope that the supply situation would return to normal within a week or so. She mentioned that the salad recipe has become extremely popular, and other ingredients required for the dish are also flying off the shelves. The origins of this viral trend can be traced back to Canada, where TikToker Logan Moffitt has been sharing unique cucumber recipes. With over 5. 5 million followers, Logan has become a prominent figure in the world of food influencers. His catchphrase, 'Sometimes, you just need to eat a whole cucumber,' has resonated with many viewers, and he has been posting cucumber recipes almost daily since July. The specific recipe that has captivated Icelandic users includes sesame oil and rice vinegar, but Logan often adds variations such as cream cheese, avocado, and even smoked salmon. Despite Logan's popularity, experts in Iceland are cautious about attributing the current cucumber shortages solely to his influence. Hagkaup has pointed out that it is not uncommon for Icelandic cucumber supplies to dwindle during this time of year. Vignir Þór Birgisson, the food product manager at Hagkaup, acknowledged that while sales of ingredients like sesame oil and certain spices have doubled, the ongoing shortage cannot be entirely blamed on the TikTok trend. Icelandic farmers typically produce around 2,000 tonnes of cucumbers annually. Kristín Linda Sveinsdóttir also raised some skepticism about the situation, suggesting that other factors are contributing to the shortages. For instance, some cucumber farmers are in the process of replacing their cucumber plants, which means they are not yet producing large quantities. Additionally, the return of schools from summer break adds extra pressure on the supply of cucumbers. 'Everything is happening at the same time,' she noted, while still recognizing that the social media trend is a significant factor in the current situation. This is the first time that Iceland has encountered a cucumber shortage of this magnitude. Kristín pointed out that if the TikTok trend had gained popularity earlier in the summer, when cucumber production was at its peak, the shortage would likely not have been as noticeable. With a population of approximately 393,600, Icelandic farmers produce around six million cucumbers each year. They take pride in their ability to grow fresh produce, even in the face of challenging weather conditions. The current situation serves as a reminder of how social media can influence consumer behavior and impact local agriculture.