An aquatic delicacy from Port Fairy, Australia, has taken the world by storm following a viral TikTok review. The unexpected surge in global demand for abalone, a marine snail cultivated for three decades in this quaint coastal town, was sparked by a social media influencer’s enthusiastic endorsement.
Ocean Road Abalone, a leading producer in the region, found itself at the center of international attention after a TikTok user from England, known for reviewing tinned seafood, praised their product. The review, which quickly amassed millions of views, has led to a dramatic increase in orders, particularly from the United States.
The Viral Sensation
David Lane, managing director of Ocean Road Abalone, was initially perplexed by the sudden influx of messages and orders. “Your social media channels are going to be out of control,” read one of the texts he received. It wasn’t until he recalled sending a few cans to Marcus Ansell, the TikTok influencer behind the account TinnedFishReviews, that the puzzle pieces fell into place.
Ansell, who boasts 833,200 followers, is renowned for his light-hearted reviews of canned seafood. His glowing appraisal of the Port Fairy abalone catapulted the product into the spotlight, resulting in a frenzy of orders from individual consumers across the globe.
“We’d sort of forgotten about it, to be brutally honest,” Mr. Lane admitted. “Then we saw the review and it all sort of went ballistic.”
A Boon for Local Business
Within a week of the review’s release, Ocean Road Abalone reported selling over 100 packages of their premium canned product. “It was just non-stop,” Mr. Lane said. “They weren’t even going to workplaces or businesses; they were going to individual houses. It really was quite amazing.”
This unexpected windfall coincides with a significant milestone for the company, which celebrates its 30th anniversary in April 2026. Established in 1996, it was among Australia’s pioneering abalone farms, now producing up to 120 tonnes of abalone annually.
While the viral review has undoubtedly boosted their profile, Mr. Lane attributes the success to the consistent quality and dedication of their team. “It’s all pretty amazing,” he remarked, reflecting on the journey from local supplier to international sensation.
The Impact of Social Media on Food Trends
The phenomenon underscores the growing influence of social media platforms like TikTok in shaping consumer behavior and food trends. With influencers wielding significant power to sway public opinion, businesses are increasingly recognizing the value of engaging with these digital tastemakers.
According to industry experts, the abalone’s newfound popularity highlights a broader trend of consumers seeking unique and exotic culinary experiences. This shift is driven by a combination of factors, including increased global connectivity and a desire for novel gastronomic adventures.
“Social media has democratized food discovery,” said food industry analyst Sarah Jenkins. “It’s no longer just about what’s available locally; people are eager to explore flavors from around the world.”
Looking Ahead
As Ocean Road Abalone navigates this surge in demand, the company is focused on maintaining its high standards while exploring potential expansion opportunities. The viral success story has opened doors to new markets and collaborations, positioning the brand for sustained growth.
Meanwhile, the broader industry is taking note of the power of social media to drive consumer interest and sales. Other local producers may soon follow suit, leveraging digital platforms to reach a global audience.
For now, Port Fairy’s abalone remains a testament to the potential of quality craftsmanship and the viral nature of the digital age. As the world continues to discover this unique delicacy, Ocean Road Abalone stands poised to capitalize on its newfound fame.
