What does FRESHER mean? You probably know where to get some "fresh fish." What you may not know is how long that "fresh fish" has been out of the water. Over a period of several days, hundreds of large and small boats catch fish in nets, and offload them into large tenders weighing up to 150,000 pounds. The fish are tossed around and mixed together before they’re offloaded onto the dock, where the processing facility finally gets around to gutting, bleeding, and boxing them. When blood is given the chance to coagulate, a fishy odor and taste result. This is how fish typically become softened and bruised.
The fish are then loaded onto 40,000 pound semi-trucks and hauled for several more days to the restaurants and stores where you likely buy your "fresh fish,” 7-21 days later! For example, it takes seven days for a team of two truck drivers to make the trip from Anchorage, Alaska to Boston, New York, Baltimore, or Miami. The grocery chains then distribute the fish to their many stores, where it remains on sale for another 7-10 days. Now that doesn't sound “fresh” to us!
Our fish are caught on small, locally owned and operated boats. The small fisherman co-ops we partner with catch fish one at a time. The fish are dressed and bled on the boat, and immediately put on ice. They’re frozen at -40 degrees within 1-3 days, locking in freshness by stopping any further degradation. At this point, the fish are ready for delivery to your doorstep, as if the fisherman had just come in from a day on the water and handed you his or her catch of the day!
We call that FRESHER.
Consider it our seal of FRESHER, premium-grade seafood! Wild fish that comes to you without pin bones is often refrigerated for up to three days to soften the flesh, so that pin bones can be mechanically removed. That's three critical days lost before fish is frozen, delivered to the market, and labeled “fresh.”
Leaving the pin bones in allows us to freeze the fish within hours of being caught, locking in that “out of the water” freshness. Pin bones also provide the natural framework that keeps your portions in pristine, "just caught" condition.
Run knife or finger along bone line AGAINST the direction of growth, allowing pin bones to slightly protrude. Using culinary tweezers, gently pull out pin bones WITH the direction of growth.