Icelandic supermarkets are facing a cucumber crisis as a viral TikTok trend has caused an unprecedented surge in demand for the vegetable. Social media influencers in the small Nordic country have been sharing a popular salad recipe featuring cucumbers, sesame oil, garlic, rice vinegar, and chili oil, leading to a shortage in supply.
Farmers in Iceland are struggling to keep up with the soaring demand, with one supermarket chain reporting that cucumber purchases have more than doubled. The Horticulturists’ Sales Company (SFG) in Iceland has acknowledged the challenge of meeting the sudden increase in consumer demand but hopes to restore supply to normal levels soon.
The viral trend originated in Canada, where TikToker Logan Moffitt, known as the “cucumber guy,” has been sharing innovative cucumber recipes with his 5.5 million followers since July. Despite the popularity of his videos, experts in Iceland downplay his role in the shortage, citing other factors such as the seasonal replacement of cucumber plants and the return of schools from summer holidays.
The situation has highlighted the importance of timing in agricultural production, with SFG’s marketing director noting that if the TikTok trend had emerged earlier in the summer when cucumber production was at its peak, the shortage may not have been as noticeable. Icelandic farmers produce about 2,000 tonnes of cucumbers annually, showcasing the country’s ability to grow fresh produce despite challenging weather conditions.
As supermarkets and farmers work to address the cucumber shortage, consumers in Iceland are eagerly awaiting the return of their favorite vegetable to the shelves.
