The New York Times has published an article putting the spotlight on this concept developed by O Valor do Tempo, the corporation that holds the historic Comur Conservatory, founded in Murtosa in 1942.

“Stacked from floor to ceiling on two floors, the colourful tins are on sale for 13 dollars (€12) or more,” the newspaper reported. “There are commemorative tins marked with previous years – although canned much more recently – and even a golden tin on sale for 44 dollars (€40.7). Other varieties of canned seafood like cod and octopus are coming,” the article says, urging New Yorkers to explore “the new canned fish emporium in Times Square.”

“Coming into the building, even still in its soft opening, it’s like entering a box of toys trapped outside of time,” The New York Post described. “The top shelf is accessed by a sliding library ladder. The shelves contain multi-coloured sardine tin like a true fish Fort Knox.”

The paper also informed readers that the tins are organised “chronologically from 1916 to today” and that the concept “aims to spread high gastronomy to the United States, where, contrary to in Europe, sardines are synonymous with cheap food.”

“We opened our first ‘The Fantastic World of the Portuguese Sardine’ outside of Portugal,” O Valor do Tempo group president António Quaresma wrote on Linkedin. “We set off to live the American dream, bringing to Times Square one of the most relevant attractions to visiting Portugal: the canned products.”

“In this fantastic world that the city that never sleeps is now hosting, the sea is the illustrious master of ceremonies that celebrates the grandiosity of Portuguese canned goods. Our spotlights are on the fishermen and the women whose hands work masterfully in an art that’s remained alive and true to its origins. The world is now our oyster. Let the magic begin,” the businessman added.