We get this question a lot, and the answer explains why "fresh" fish is often inferior


The benefits of flash-freezing might best be summed up by the following observation: “a fresh-caught fish is like a melting ice cube, its quality can not be improved, only maintained.”


And as Jane Brody, nutrition columnist for The New York Times once wrote, "The freshest seafood is that which has been frozen shortly after harvest and remains that way until cooked."


Flash freezing is an accelerated process in which fish are frozen immediately after they're harvested. It uses ultra-low temperatures to freeze fish solid in a matter of minutes or even seconds. In fact, flash-freezing allows fish to be caught, processed, and frozen solid in a matter of hours, not days.


By minimizing the timeframe between harvest and production, flash-freezing “captures” our wild Salmon, Tuna, Sablefish, Shrimp, Scallops, and King Crab at their peak of perfection. We hold our flash-frozen fish at a constant -10° F, and then pack it in dry ice before shipping.


Flash-freezing maintains the “look and feel” of salmon, without the use of artificial preservatives. It also helps fish resist freezer burn, for a much longer shelf life. Flash-freezing locks in the nutrition, texture, and flavor that you would expect from premium wild salmon. In addition, the individual vacuum-packed portions are very convenient.


Properly frozen and stored salmon will be virtually indistinguishable from fresh salmon to all but the most distinguishing palates.


It is a common myth that fish quality suffers more than other meats when frozen. This is because the fats in poorly packaged fish may oxidize and become rancid.


In addition, "self-defrosting" freezers common today are notoriously bad storage environments for fish.


They remain frost-free by going through a regular thawing cycle that can wreak havoc on the fish or other food stored within--ever notice how ice cubes stored in a self-defrosting freezer tend to evaporate and/or taste funny?


The best place to store fish is a good quality chest or upright freezer capable of maintaining a stable sub-zero temperature. Vital Choice fish is vacuum sealed in heavy plastic packaging and stored at a constant -10 degrees F. or colder.


Our numerous Testimonials should reassure you that our flash-frozen wild Salmon will be every bit as fresh-tasting -- or more -- compared with fish that were just caught!