The Fantastic World of the Portuguese Sardine
The Fantastic World of the Portuguese Sardine opened its first location outside of Portugal in Times Square in mid-August to celebrate Portuguese culture and its famous maritime delicacy — canned fish.
The flagship store is located on 1592 Broadway at the corner of West 48th Street, with a whimsical and library-themed interior and shelves filled with 20 different varieties of ready-to-eat canned fish and two vegetarian options.
Visitors can expect the traditional cans of skinless and boneless sardines in olive oil and in multiple typical Portuguese recipes, all illustrated with the same colorful designs that visitors to its Portuguese storefronts can find.
The store selections that are available to purchase include roasted sardines with sweet peppers — “the closest you can get from how the Portuguese eat sardines” — smoked and spicy sardines with lemon and tomato, as well as canned octopus, tuna, cod fish, mussels, and salmon.
The store also features its premium Ouro Portugues, an attention-capturing product because of the edible gold flakes sprinkled inside around the canned fish. Prices range from $15 to $44.
The brand, which is owned by Grupo O Valor do Tempo (The Value of Time Group), was born from the desire to celebrate canned fish as a heritage of Portuguese culture.
The first The Fantastic World of the Portuguese Sardine was originally produced by Comur canning factory that was founded in 1942. Grupo O Valor do Tempo acquired Comur in 2015, and opened the first sardine store in 2016. The brand has since grown to 21 stores around Portugal. The Times Square location is the group’s 22nd store and its first outside Portugal.
Joana Quaresma, the project manager for Grupo O Valor do Tempo, told amNewYork Metro that the fish sector in Portugal is historically important for its economy. The group set its sights on continuing the tradition by having the best quality of fish in the market…
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