NURI, handmade sardines from Matosinhos in Portugal
NURI is the cult brand for Portuguese canned fish from Matosinhos, produced by the Conservas Pinhais factory. Since 1920, the sardines there have been processed almost entirely by hand – today, the famous yellow tins are synonymous with craftsmanship and indulgence worldwide.
NURI stands for Portuguese canned fish of a kind that is becoming increasingly rare: whole sardines and mackerel, placed into the tin by hand, in mild or spicy olive oil, in tomato sauce, or with lemon. The brand is produced by the Conservas Pinhais factory in the fishing port of Matosinhos near Porto, founded in 1920 – one of the last in Portugal that still processes its fish entirely by hand.
Founded in 1920, the NURI brand since 1935
The story begins in 1920, when the Pinhais cannery was established in Matosinhos, founded by fishermen and merchants on the Atlantic.
Matosinhos was then the heart of the Portuguese fish industry, a port full of boats, salt, and activity. About fifty canneries worked side by side on the coast, each with its own brands. Over the decades, almost all of them closed, but Pinhais remained – and continues to process its sardines today just as it did over a hundred years ago.
Anyone walking through Matosinhos today can still smell the sea and hear the gulls over the harbor. Right here, just a few steps from the water, the factory has stood for over a hundred years, receiving fresh fish from the Atlantic every day.
The NURI brand was added in 1935 and quickly became the flagship of the company. Two legends surround the name. One tells that an Arab trader called out "Nuri!" when opening a tin – a word for light and purity, as the sardines inside shone so brightly. The other traces it back to the love for a Spanish woman named Nuria, love at first sight in the middle of a sales trip.
Since 2016, Austrian Jakob Glatz has been running the traditional company. He says he did not want to reinvent anything, but rather to preserve what is old – and is carefully carrying the craftsmanship out into the world. Thus, the small factory remains what it has always been: a big name with its own unique character. The fact that a handful of people have kept such a legacy alive for over a hundred years is anything but a matter of course in a world of assembly lines.
Sardines, mackerel, and a gift set
The range includes eleven tins, from the classics to spicy variants and a limited summer edition, plus a lovely gift set. There is something for almost every taste, from subtly mild to truly fiery.
The favorite is the classic sardines in olive oil, buttery, tender, and wonderfully uncomplicated. Those who prefer it spicier will find the sardines in spicy olive oil with a pleasant piri-piri heat and, for the brave of tongue, an extra-spicy version on top.
Things get fruity with the sardines in tomato sauce, mild and family-friendly, as well as their fiery sister in spicy tomato. The summer edition with lemon is bright and tangy, a limited edition tin for warm days.
In addition to the sardines, there are tender mackerel fillets without bones as well as whole small mackerel, each either mild or spicy. And for those who want to give a gift or try several varieties at once, there is the sardine gift 4-pack box, which combines four classics in one carton.
The mackerel are a slightly heartier counterpart to the sardine: more fat, more bite, yet just as tender on the palate. Whether as whole small mackerel or boneless fillets, they are ideal for anyone looking for variety on their bread and who likes their fish a little more robust.
37 steps, almost everything by hand
What makes these tins special is not just the fish, but the way they are created: in 37 individual steps, almost all by human hand.
Experienced women have always been at the heart of the production. They gut the sardines, decapitate them, clean them, and place each fish into the tin individually – with a speed and precision that has been passed down from generation to generation. Only the filling with olive oil and the sealing are done by machine; everything else remains genuine manual labor.
The famous yellow tin with its fine engravings is also part of the trademark. It is so beautifully designed that many almost put it on the shelf as a small collector's item. Inside, fish from Portuguese Atlantic catches awaits, carefully cooked and bedded in high-quality olive oil.
The sardines themselves come from the Atlantic off the Portuguese coast, where they are at their most delicious in the summer months. Only good fish make it into the tin, for a preserve can only ever be as good as its raw material. The mild olive oil protects the fish and allows it to become even more rounded over the years.
This care takes time, and that is exactly what you taste later on. Where conveyor belts rattle elsewhere, here hands work – patiently, carefully, honestly. Craftsmanship such as hardly anyone cultivates anymore.
From the port to the whole world
Since 1935, NURI has been a household name far beyond Portugal and is considered by many to be the cult sardine par excellence.
You can even visit the small factory in the heart of Matosinhos. Anyone who has been there and watched the women at work immediately understands why these tins are so special: people work here, not assembly lines. Delicatessen retailers and food magazines celebrate the result as craftsmanship in a tin, as a small luxury that has remained surprisingly affordable.
In many countries, these yellow tins have long been a staple in well-stocked pantries, and they increasingly end up on set tables as lovely little gifts. What was once humble provisions for fishermen is today a small piece of culinary culture that connoisseurs around the globe appreciate.
This mixture of tradition, manual labor, and honest flavor has made the yellow tin one of the most famous canned fish names in the world. Over a hundred years after its founding, it is as vibrant as ever. Nothing has changed in that regard to this day, emphasizes Jakob Glatz. Hats off.
Our tip: start with the classic, then move to the spice
If you are trying NURI for the first time, we recommend starting with the classic before working your way through the spicy varieties.
The sardines in olive oil are eaten plain on good bread with a squeeze of lemon, accompanied by a glass of chilled white wine. For hot days, the zesty lemon edition is worth a try, and for the gift table, the gift set with four varieties is perfect. If you would like even more Portuguese canned fish, you will also find canned fish from Jose Gourmet and many other Portuguese canned fish with us.
For a quick supper, we like to reach for the spicy variety, and when guests arrive, we put several tins on the table at once with fresh bread, olives, and lemon. Just like that, a few cans become a sociable little feast in no time at all.
Whether mild, spicy, or fruity – it pays off to place several varieties side by side and find your personal favorite. Taste your way through.
