Discontent of primary resource users (PRU) towards authorities, governing bodies and policy  regulations, here termed ‘rural resentment’, has been growing in the global North.  Resentment is a hidden emotion, which is not frequently voiced. However, the greater  prominence of neo-nationalist populism in various recent elections and referenda across  Europe and North America has offered a new platform for its expression. This creates an  opportunity to study and better understand rural resentment. The aim of the study is to  examine the ways in which feelings of resentment are expressed and communicated by PRU  in the global North in relation to access to and control over natural resources. Feelings of  resentment, such as distrust towards elites and anti-globalisation views, can undermine efforts  to establish sustainable management of natural environments. When these feelings are  ignored, they can lead to reduced willingness to cooperate and comply with governing  bodies. This study specifically examines the ways in which Fishing for Leave (FFL), an anti  European Union (EU) fisheries lobby-group, campaigned for Brexit and leaving the EU’s  Common Fisheries Policy. A discourse analysis is used to explore how fishers’ resentment is  expressed on social media by FFL. The findings describe the expressions of resentment by  fishers, namely a sense of injustice, inequality and a need to regain British sovereignty over  UK fishing grounds. The study also explores how associated feelings of resentment are  expressed in the form of blaming various actors and examines FFL’s alternative policy as a  pro-active measure to try and achieve their goal. Ultimately, the study provides a framework  and methodology for identifying rural resentment and demonstrates the value of observing  resentment in online discourse, to help better understand the views and feelings of PRU.