What’s Trending October 2024
The Viral Cucumber Craze Taking Over the World
In recent months, cucumbers have taken the world by storm, thanks to the viral influence of TikTok sensation Logan Moffitt, known as the "Cucumber Guy." Moffitt’s mesmerizing cucumber salad recipes have captured millions of viewers' attention, inspiring a wave of demand for cucumbers that has spread far beyond his home country of Canada. But what started as a simple food trend has now escalated into a full-blown cucumber craze — so much so that it's even caused supply issues in unexpected places like Iceland.
Moffitt, with over 5.5 million followers, became famous for his deadpan delivery and addictive recipes, starting each video with the now-iconic phrase, “Sometimes, you just need to eat a whole cucumber.” His most popular videos feature simple but flavorful cucumber salads made with ingredients like soy sauce, sesame oil, rice vinegar, and MSG. The simplicity and versatility of his recipes have made cucumbers a staple in many kitchens, particularly as people look for healthy, easy-to-prepare snacks.
One of his most viral recipes, which combines grated cucumbers, sesame oil, garlic, rice vinegar, and chili oil, has had an unexpected consequence: it caused a cucumber shortage in Iceland. The trend took off in the small Nordic country after local influencers started sharing Moffitt’s salad recipes, leading to an unprecedented surge in demand for cucumbers. Icelandic supermarkets, such as Hagkaup, reported that cucumber purchases more than doubled, and other ingredients in the recipe, such as sesame oil and garlic, also saw significant sales spikes.
Icelandic farmers, who produce around 2,000 tonnes of cucumbers annually, were unable to keep up with the sudden demand. The Horticulturists’ Sales Company (SFG), which represents Iceland’s cucumber farmers, noted that while the TikTok trend was a major factor, other issues contributed to the shortage. Many farmers were in the process of replacing their cucumber plants for the season, and with schools reopening after the summer break, the demand for fresh produce was already high.
Based on data from previous years, if the trend had taken off earlier in the summer when cucumber production was at its peak, the shortage might have been avoided altogether. Sometimes a trend becomes viral not just for the idea, but the time and place it starts as well.
Although cucumber shortages are not uncommon in Iceland at this time of year, the viral TikTok trend certainly amplified the situation. Iceland, with its population of just under 400,000, produces about six million cucumbers annually, a testament to the country’s agricultural resilience in the face of harsh weather conditions.
Meanwhile, Moffitt continues to post his cucumber content, drawing viewers in with his inventive combinations like sesame oil and rice vinegar or more adventurous recipes that include cream cheese, avocado, and smoked salmon. His influence has grown beyond TikTok, spreading to kitchens worldwide, with fans eagerly recreating his dishes and driving cucumber sales in unexpected places.
Whether you’re in Canada, Iceland, or anywhere else, one thing is clear: cucumbers are having their moment. From refreshing salads to viral videos, this simple vegetable has found its way into the spotlight, turning a social media trend into a global phenomenon.
What we love about this trend is that it has taken something basic and raw, and made it exciting. For those with not much time for meal prep, having a healthy, easy snack is a beautiful solution, whether it’s a viral trend or not.