#Sardinemaxxing: consumers encouraged to look beyond the hashtag
The call comes as data shows a 30% increase in UK sales of sardines in 12 months, according to Seafish.
‘Sardinemaxxing’ is the practice of eating large quantities of tinned sardines in the belief that it can supercharge your health and make your skin glow.
Seafish believes the trend, which has become a TikTok and Instagram sensation, might be a factor in the increase in UK sales of tinned sardines.
Unverified health claims about ‘sardinemaxxing’ aside, this sardine ‘moment’ has highlighted pressures affecting supplies and stocks in parts of the world.
Now, Seafish, the Cornish Sardine Management Association (CSMA) and the Marine Stewardship Council (MSC) are shining a light on sustainable Cornish sardines.
Their message is that the management of sardine stocks varies between different countries and fisheries. They advise that consumers can seek reassurance about the sustainability of their sardines - and other seafood - by looking for credible sourcing information and the blue MSC ecolabel.
Gus Caslake is Seafish’s Industry Engagement Manager for South West England and Chair of the Cornish Sardine Management Association. Speaking in the run-up to this weekend’s Cornish Sardine Festival in Newlyn (29 and 30 August), Gus explained:
“While the current popularity of sardines has prompted questions about the sustainability of sardine stocks, it’s important to know that the issues facing sardine fisheries are not identical around the world. Stocks, fishing methods and management differ between fisheries, which is why it is important to understand where seafood comes from.
“Sardines have been fished off the Cornish coast for more than 500 years, and today’s fishery is independently certified to the MSC’s Standard for sustainable fishing. Our small vessels fish for sardines in traditional fishing grounds close to the coastline, with fishermen, processors and scientists contributing to the monitoring and management of the fishery to ensure that it’s sustainable.
So, while sardines might be trending online, for Cornwall they are much more than a passing craze. They are part of our fishing heritage and continue to support vessels, processors and communities today. Our message is simple: enjoy the trend but look beyond it too. Find out where your seafood came from, how it was caught and the story of the people who brought it to you.
“This weekend’s Cornish Sardine Festival offers a great opportunity for people to look beyond the hashtag, meet some of the people behind the catch and discover why this small fish is so good for you – and so important to Cornwall.”
Alex Holdgate, the MSC’s Fisheries Outreach Manager for UK & Ireland added:
"Knowing that your sardines come from a sustainable source really matters. Cornish sardines offer a locally caught option from a fishery that has been independently certified to the MSC Fisheries Standard since 2010, supported by years of collaboration between industry, scientists and other stakeholders to strengthen the fishery’s management. That long-term effort is reflected in the health of the stock today, with the latest estimates showing biomass at its highest level on record and catches increasing each year since 2021.
"We’ll be celebrating sardines and other sustainable species across Sustainable Seafood September next month and hope seafood lovers can get involved by eating sustainable sardines!”
For further information on MSC certification of Cornish Sardines, visit:
The Cornish Sardine Festival takes place at Newlyn Harbour on Saturday 29 and Sunday 30 August. For further information about the festival, visit: