Icelandic supermarkets have been left in a pickle, after a viral TikTok trend saw an unprecedented surge in demand for cucumbers - leaving suppliers racing to keep up.
It comes after social media influencers in the small Nordic country began sharing a salad recipe of grated cucumbers, sesame oil, garlic, rice vinegar and chilli oil.
The recipe has been such a hit that farmers in the country have been unable to keep up with spiralling demand, Iceland's farmers association - the Horticulturists’ Sales Company (SFG) - told BBC News.
While one supermarket chain - Hagkaup - questioned the link between demand and the trend, it conceded that purchases of cucumber had more than doubled.
SFG's marketing director said that as things stand farmers in Iceland are not managing to keep up with surging consumer demand, but said she hopes supply will be back to normal "in a week or so".
Kristín Linda Sveinsdóttir said the recipe had proven to be "really popular" and other ingredients in the recipe were selling out as well.
The viral trend has its roots in Canada - where TikToker Logan Moffitt, dubbed "cucumber guy", has been sharing novel recipes using the variety.
"Sometimes, you just need to eat a whole cucumber," is the influencer's go-to phrase at the start of his many recipe videos.
The content creator has more than 5.5 million followers and has been sharing cucumber recipes almost everyday since July.
The one that appears to have gripped users in Iceland uses sesame oil and rice vinegar, but sometimes Logan mixes in cream cheese, avocado, and even smoked salmon.
Despite the influencer's enduring online popularity, experts in Iceland have been keen to play-down his association with the ongoing shortages.
Hagkaup told the BBC it is common to experience shortages in Icelandic cucumber at this time of year.
While the company's food product manager, Vignir Þór Birgisson, said sales of ingredients like sesame oil and some spices have "doubled" in his stores, he said the current shortage is not solely due to the TikTok trend.
Ms Sveinsdóttir from the SFG also expressed some scepticism, suggesting other factors were at play. Some cucumber farmers replace their cucumber plants at this time of year, which are not yet producing large amounts, she said.
In addition to this, schools are returning from the summer holidays, which puts additional pressure on supplies.
"Everything is happening at the same time," Ms Sveinsdóttir observed, but said the social media trend remained one of the main contributing factors.
"This is the first time we have experienced something like this," Ms Sveinsdóttir said, adding that had the TikTok trend become popular earlier in the summer, "when the [cucumber] production was in full blast" and the shortage would not have been noticeable.
Farmers in Iceland - which has a population of 393,600 - produce about six million cucumbers, Ms Sveinsdóttir told the BBC.
They pride themselves on the volume of fresh goods the country can produce, despite the often extreme weather conditions.
Latest Stories
-
Syria’s minorities seek security as country charts new future
35 minutes -
Prof. Nana Aba Appiah Amfo re-appointed as Vice-Chancellor of the University of Ghana
42 minutes -
German police probe market attack security and warnings
42 minutes -
Grief and anger in Magdeburg after Christmas market attack
43 minutes -
Baltasar Coin becomes first Ghanaian meme coin to hit DEX Screener at $100K market cap
2 hours -
EC blames re-collation of disputed results on widespread lawlessness by party supporters
2 hours -
Top 20 Ghanaian songs released in 2024
2 hours -
Beating Messi’s Inter Miami to MLS Cup feels amazing – Joseph Paintsil
2 hours -
NDC administration will reverse all ‘last-minute’ gov’t employee promotions – Asiedu Nketiah
3 hours -
Kudus sights ‘authority and kingship’ for elephant stool celebration
3 hours -
We’ll embrace cutting-edge technologies to address emerging healthcare needs – Prof. Antwi-Kusi
3 hours -
Nana Aba Anamoah, Cwesi Oteng special guests for Philip Nai and Friends’ charity event
3 hours -
Environmental protection officers receive training on how to tackle climate change
3 hours -
CLOGSAG vows to resist partisan appointments in Civil, Local Government Service
4 hours -
Peasant Farmers Association welcomes Mahama’s move to rename Agric Ministry
4 hours