A dad in Colorado has been shared all over Facebook in a video that has been viewed almost 34 million times. From his personal business page, Joe McCloskey posted a video of himself, his wife, and his two super cute young daughters trying to finish the Stinky Fish Challenge. It’s been shared almost 450,000 times so far.
Pretty genius way to get the word out about your business.
How stinky is this stinky fish? Well, it’s Surstromming, purported to be The Stinkiest Food on the Planet. From Wikipedia:
Just enough salt is used to prevent the raw fish from rotting (chemical decomposition). A fermentation process of at least six months gives the lightly-salted fish a characteristic strong smell and somewhat acidic taste.
When a can of surströmming is opened, the contents release a strong and sometimes overwhelming odor. The dish is ordinarily eaten outdoors. According to a Japanese study, a newly opened can of surströmming has one of the most putrid food smells in the world, even more so than similarly fermented fish dishes such as the Korean hongeohoe or Japanese kusaya.
Joe’s wife is appropriately skeptical, while his daughters, at first, are enthusiastic about the challenge. One of them excitedly announces, “Hey guys, we’re gonna do the stinky fish challenge!” However, his daughters and wife only make it a little way through the challenge before … well … things go South. Who knew losing your lunch could be so adorable?
As Joe says, watch with the sound on!