STAY FRESH, KEEP FROZEN
You should always eat the freshest fish you can get. That's why frozen is the way to go!
Every fish start losing freshness immediately after it's taken out of water and the only way to decrease this loss is through temperature control. When we blast freeze your fish shortly after catch, we protect the quality of the flesh, moisture and color and preserve the valuable nutrients.
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Our strict temperature control starts before freezing. While on the boat, our fishermen keep their salmon in refrigerated or iced sea water, with temperatures around 36 degrees Fahrenheit. That's cold enough to maintain the quality of the flesh, but not too cold, which could have an impact on the meat structure. When delivered to the shore, the fish are processed and flash frozen within few hours. Freezing the product fast is how we can achieve supreme quality every time and this quality remains consitent all the way to your plate in the land locked Midwest.
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Getting fresh fish is a whole different story. Distribution from the remote Alaskan communities can take days and those days go right against the shelf life of your salmon. Long transportation also has negative effect on the structure of the flesh. Even under best conditions, it might have been a week or more between the catch and the time you get your fish. Is that truly fresh?
When living on the ocean shore, you should go for fresh seafood, preferrably locally sourced. But when you're in the land locked area, properly and carefully frozen salmon is your best option. And don't just take our word for it. Check out these seafood professionals explaining why "frozen is the new fresh":
Is Frozen Fish Better Than Fresh? (epicurious)
Is Fresh Salmon Always Better Than Frozen? (the spruce)
What Are the Health Benefits of Eating Fresh Vs. Frozen Fish? (Live Strong)
Fresh vs. frozen: Eat enough of the good stuff and it doesn’t really matter (The Washington Post)