Getty ImagesIcelandic supermarkets are in trouble after TikTok’s virality sparked an unprecedented surge in demand for cucumbers, sending suppliers scrambling to keep up.
Previously, social media influencers in the small Nordic country began sharing salad recipes consisting of grated cucumber, sesame oil, garlic, rice vinegar and chili oil.
The Icelandic farmers’ association – Sales Gardeners (SFG) told BBC News that the recipe is so popular that the country’s farmers are unable to meet the growing demand.
While supermarket chain Hagkaup questions the link between demand and the trend, it admits that cucumber purchases have more than doubled.
SFG’s marketing director said that as things stand, Icelandic farmers are unable to keep up with growing consumer demand, but she hopes supplies will return to normal in “a week or so.”
Kristín Linda Sveinsdóttir said the formula had proved “extremely popular” and other ingredients in the formula had sold out.
This viral trend originated in Canada — where TikToker Logan Moffitt Known as the “Cucumber Man”has been sharing novel recipes using the variety.
“Sometimes, you just have to eat a whole cucumber,” is the influencer’s go-to phrase at the beginning of many of his recipe videos.
The content creator has more than 5.5 million followers and has been sharing cucumber recipes almost every day since July.
Products that seem to appeal to Icelandic users use sesame oil and rice vinegar, but sometimes Logan mixes it with cream cheese, avocado, or even smoked salmon.
Despite the influencer’s enduring popularity online, experts in Iceland have been keen to downplay his connection to the ongoing shortage.
Hagkop told the BBC that cucumber shortages are common in Iceland at this time of year.
While the company’s food product manager Vignir Þór Birgisson said sales of ingredients such as sesame oil and some spices have “doubled” in his stores, he said the current shortage is not just due to the TikTok trend.
Solufelag gardyrkjumanna (SFG)SFG’s Ms Sveinsdóttir also expressed some skepticism that other factors were at play. She said some cucumber growers replace their cucumber plants at this time of year because they haven’t yet produced a significant increase in production.
On top of this, schools are back in session after the summer holidays, which puts additional pressure on supply.
“Everything is happening at the same time,” observed Ms. Sveinsdottir, but said social media trends remained one of the major influences.
“This is the first time we have experienced something like this,” Ms. Sveinsdottir said, adding that if the TikTok trend had taken off earlier this summer, “then [cucumber] Production is running at full capacity” and shortages will not be apparent.
Ms Sveinsdóttir told the BBC that farmers in Iceland, which has a population of 393,600, produce about six million cucumbers.
They are proud of the amount of fresh goods the country is able to produce, despite often extreme weather conditions.
