Why Is Norwegian Salmon So Popular?

This is the most asked question.

Is fresh fish actually better than frozen?

The answer isn't quite as simple as you might think.

Professionally flash-frozen fish is frozen at peak freshness, helping preserve its natural texture, flavour and quality until you're ready to cook it.

Fish sold as "fresh" may already have spent several days travelling from producer to distributor before reaching the shelf. That doesn't make it poor quality—it simply means "fresh" doesn't always mean "recently caught."

Flash-freezing helps stop that clock.

That's why many restaurants around the world proudly use professionally frozen seafood.

One of the biggest advantages of keeping quality fish in the freezer is knowing dinner is always within reach.

But how long does frozen fish actually last?

When stored correctly at -18°C or below, frozen fish can maintain excellent quality for many months.

Keeping fish well sealed helps prevent freezer burn and protects its texture and flavour.

Once thawed, it’s best to cook it within one to two days.

If you've been searching for where to buy fresh salmon in Johannesburg, you're not alone. It's one of the questions we're asked most often.

The answer, however, might surprise you.

When it comes to premium salmon, the most important question isn't simply  "Is it fresh?" It's "How has it been handled?"

At The Fish & Food Co., we believe that professionally flash-frozen Norwegian salmon, frozen at peak freshness, offers the perfect combination of exceptional quality, convenience and consistency.

Recipes, sourcing stories, and everything you need to know about cooking great fish at home. Written by the team at Fish & Food Co. – Norwegian salmon specialists helping Johannesburg families enjoy better fish since 2020.