In Iceland, ocean water is filtered by lava rocks, making it some of the most pristine on earth. This is what Lava Pure salmon are raised in. For the first time, FreshDirect is bringing this exceptional fish to New York.
About 5,200 years ago, lava poured down Iceland’s coastline, met the Atlantic, and hardened into porous volcanic rock. It’s still there, doing a very useful job: filtering the ocean water that seeps through it. That cold, clear water is what Icelandic Lava Pure Salmon are raised in, on land in enclosed tanks at a state-of-the-art aquaculture facility.
These fish have firm flesh, marbled white fat lines, and bright orange meat. The taste is mild, buttery, and barely needs seasoning. In Iceland, the response among chefs and local customers has been enthusiastic. Now, for the very first time, New Yorkers can get it delivered from FreshDirect.
The world wants more salmon than it can get. Demand is climbing faster than supply. Norway and Scotland, whose farms have fed that appetite for decades, are running out of room to grow. That’s where Iceland comes in. The country is ushering in the next era of premium seafood by leveraging its natural resources, investing in modern technology, and setting strict ground rules that require fisheries to act responsibly.
Lava Pure is born of Iceland’s unique geography. The farm takes advantage of three of the island nation’s greatest natural assets: clean ocean water, fresh spring water, and renewable energy sources.
In their closed flow-through system, ocean water is pulled up through boreholes drilled 50 to 95 meters into the lava rock. By the time it reaches the fish tanks, the rock has already done the filtering. Add a big on-site source of fresh spring water (the same kind that’s bottled and shipped around the world), and the fish get two of the country’s best water sources at once.
Lava Pure’s facilities are powered by Iceland too: the farm runs on 100% renewable hydro and geothermal energy. Iceland’s volcanic terrain generates heat that keeps the farm’s water at a steady 46 to 48 F all year, which is the sweet spot for Atlantic salmon.
Although the farm runs on natural resources, Lava Pure salmon never swim in open sea pens. The fish live, feed and grow in enclosed tanks on land that mimic the conditions of their life cycle in the wild. This system brings together the consistency of a recirculating farm with a constant flow of Iceland’s naturally filtered seawater and fresh spring water. This happens far from the wild salmon rivers that the fishing industry must protect. By leveraging nature but not interfering with it, Lava Pure stays in harmony with the local environment.
This setup solves a lot of the problems ocean farming is known for:
No harmful parasites. The pests that plague open-water pens can’t get in.
No escapes. The farm sits far from Iceland’s wild salmon rivers, and the fish can’t get out.
Raised without antibiotics. A controlled, low-stress environment means fewer problems to treat.
No waste left in the ocean. What happens on the farm stays on the farm.
Steady temperatures and a calm environment regulate the salmon in a way that shows up on the plate. You’ll see the difference before you even taste it. The fillets are supple and hold their shape in the pan. The skin crisps instead of sticking, and the flakes come apart in big, glossy pieces. When you take that first bite, you’re greeted by a pure, clean flavor buoyed by a creamy richness from the abundant omega-3 rich oils.
Lava Pure comes to us through IceMar, a seafood company led by fisherman Gunnar Örlygsson. We’ve worked with Gunnar and his team for over twenty years and were his first customers in the US. Throughout this long relationship, IceMar has been our go-to for wild-caught cod, haddock, and flounder. From their base in Keflavik, it’s just a short drive to the airport, where their fish are loaded onto a plane to JFK and potentially in your order within hours.
Read more: Sourced: IceMar Icelandic Cod »
We’ve trusted IceMar for decades because they’ve always upheld the high standards we’ve set: To deliver the highest quality fish at the peak of freshness and to maintain an unwavering commitment to responsible sourcing and environmental stewardship. With Lava Pure, they’ve built a new model for salmon farming that is at the forefront of their industry. On your plate, it translates into the most extraordinary fish.
