Fishy business: who really profits when sardines go viral? - video

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Sardines have shifted from a cheap staple to a luxury item amid a viral trend boosting demand. This surge coincides with a collapse in Morocco's sardine stock, causing shortages in markets and impacting local fishermen in Portugal, raising concerns on sustainability and economic beneficiaries.

Once a cheap store-cupboard staple, sardines are fast becoming a luxury food item. Last year, #SardineGirlSummer saw influencers promoting the health benefits of sardinemaxxing, while sardinecore became the must-have fashion trend. Now, demand is accelerating just as Morocco’s sardine stock has collapsed, causing shortages on supermarket shelves. The Guardian travels to Matosinhos in Portugal, the cultural home of the sardine industry, to investigate who is profiting from the boom, how it has affected local fishermen, and what sustainability looks like in an era of global heating Continue reading...