#SARDINEMAXXING: CONSUMERS ENCOURAGED TO LOOK BEYOND THE HASHTAG TO PROVENANCE AND SUSTAINABILITY

#Sardinemaxxing: consumers encouraged to look beyond the hashtag to provenance and sustainability. Seafood organisations are calling on those jumping on the viral ‘#sardinemaxxing’ social media trend to look beyond the hashtag and understand more about the provenance and sustainability of their seafood. 

This 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 to send the message 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: Eating sardines in the UK | Marine Stewardship Council

The Cornish Sardine Festival takes place at Newlyn Harbour on Saturday 29 and Sunday 30 August. For further information about the festival, visit The Great Cornish Sardine Festival 2026! – Cornish Sardines

• Data source: Nielsen NIQ Scantrack 52wks, supplied by Seafish Market Insights team. Of th0 30% increase, 27.5% has been in ambient saled (i.e. sardines in tins, bottles or jars).

Nutritional information

Seafish, CSMA and MSC are not encouraging people to follow extreme interpretations of “sardinemaxxing” or to rely on claims made through social media. Sardines are an oily fish and provide protein and a range of nutrients. NHS dietary guidance recommends eating at least two portions of fish a week, including one portion of oily fish. Some groups are advised not to eat more than two portions of oily fish a week. Full NHS guidance is available at Fish and shellfish – NHS

About the Cornwall sardine fishery

• The Cornwall sardine fishery lands around 8,000 tonnes of sardines each year.

• It has been certified to the Marine Stewardship Council Fisheries Standard since 2010 and its current MSC certificate runs until 27 August 2027.

• The certified fishery targets European pilchard, commonly sold as sardine in the UK.

• ‘Cornish Sardines’ is a Protected food name with Protected Geographical Indication. Sardines can only carry this name if the fish are caught within six miles of the Cornish coast, landed and processed within the county of Cornwall or the port of Plymouth.

About Seafish

Seafish is the public body supporting the UK seafood industry to thrive. We work with businesses and partners across the seafood supply chain, from fishing and aquaculture to processing, importing, exporting and selling seafood.

Our work helps the industry to achieve a safe and skilled workforce, facilitate the sustainable supply of seafood to consumers and respond to a changing operating environment.

For more information, visit www.seafish.org.

About the MSC

The Marine Stewardship Council (MSC) is an international non-profit organisation which sets globally recognised, science-based standards for sustainable fishing and the seafood supply chain.

The MSC ecolabel and certification programme recognises and rewards sustainable fishing practices and is helping to create a more sustainable seafood market. For more information visit msc.org/uk.

Image: Seafish