Publisher/Editor
Randy Hartnell
Producer
Craig Weatherby
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VitalChoices
NEW Herbs & Spices
Certified Organic and Kosher
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Customers had often asked us to expand our seasoning offerings beyond our Organic Salmon Marinade blend. We thought they had a good idea, but it took time to secure superior sources.
Each fresh, flavorful seasoning in our new line of 10 Organic Herbs & Spices is certified Organic and Kosher (OU), and is naturally rich in beneficial “phytoceutical” compounds.
And if, like many, your pantry harbors some old, faded seasonings, our Herbs and Spices Medley package—which includes our Organic Salmon Marinade blend—will upgrade your seasonings scene in one fell swoop!
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Vital Choices!
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Like Your Lox Luscious?
Ours Makes Mouths Water
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Vital Choice smoked salmon is far superior to the preservative-laden farmed product found in most grocery stores.
After curing in natural alder wood smoke, our Smoked Sockeye Portions and silky, Cold-Smoked Sliced Nova Lox are immediately vacuum-packed and flash-frozen. Thawed and served, they taste as though they came fresh out of the smoker.
"I am in love with the hot-smoked salmon. It is fabulous flaked and scrambled with eggs and onions. They give the eggs a lovely zing." — Dana Jacobi, author of 12 Best Foods Cookbook.
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The World's Finest Fish Oil
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We put only whole, unrefined oil from wild Alaskan sockeye salmon in our premium salmon oil supplements. Wild Alaskan sockeye salmon is one of the cleanest fish in the sea: a trait reflected in the purity of our unrefined sockeye oil, which is now certified by NSF: one of the best-respected independent labs in the U.S.
Because our naturally pure salmon oil does not need to be distilled, it provides the essential omega-3 fatty acids (EPA & DHA), plus 30 other natural fatty acids and astaxanthin: the potent antioxidant that gives sockeye its distinctive deep-red color.
Last, but not least, ours comes in pure fish-gelatin capsules and it is the only salmon oil supplement certified as sustainably sourced by the Marine Stewardship Council (www.msc.org).
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Why Our Albacore Tuna's A Cut Above
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Our young, low-weight Pacific Albacore Tuna—fresh or canned—is simply superior!
Smaller means safer: Vital Choice troll-caught tuna weigh just 12 lbs. or less, so they contain less mercury, and more omega-3s, than the larger troll-caught tuna touted by other “minimal mercury” vendors.
No loitering allowed: Our tuna are hauled in fast, bled, and flash-frozen within about two hours. (Standard long-line-caught albacore spend 12 hours in the water.)
Better, fresher flavor, even in the can: Unlike standard canned albacore—which is cooked twice at great cost to flavor and omega-3 content—Vital Choice tuna is cooked only once (in the can) to preserve its healthful oils and fresh flavor.
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The Vital Choice Advantage
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Click here to learn about the Vital Choice Advantage ... the many reasons why William Sears, M.D. — renowned as "America's Baby Doctor"— calls Vital Choice his favorite salmon source.
Vital Choice was founded by two longtime Alaska fishermen—Randy Hartnell and Dave Hamburg—who know where to get the highest quality fish. And they test it periodically to ensure your safety.
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Berries to Live For!
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Vital Choice fresh-frozen organic blueberries, strawberries and red raspberries are rich in anti-aging antioxidants, and draw customer comments like this:
“OH MY GOODNESS! I cannot believe the flavor ... the taste reminds me of something from my childhood. Thanks for a great product!
Berries are incredibly healthful foods, and it's smart to seek out organic berries, grown without synthetic pesticides.
Our organic berries come in convenient one pound bags, each yielding about 3-1/2 cups. They freeze well, so you can keep plenty on hand!
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Savor the "Chocolate of the Sea"
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Sablefish is rarely seen in standard fish markets, but is highly prized in Japan, which corners almost the entire North American catch.
This buttery, flaky, white fish boasts its own rich texture and mind-blowing flavor—and even more omega-3s than wild salmon!
We also offer irresistible smoked sablefish. Boasting a rich golden color, these scrumptious, oven-ready steaks are infused with delicate alder wood smoke flavor—and cook fully from frozen in mere minutes!
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Kosher Fish, Berries, Spices, Chocolate, and More
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Did you know that most of our key offerings are certified Kosher? The roster of Kosher-certified Vital Choice foods includes most of our premium canned seafood * (Tuna, Sardines, Wild Red Sockeye, and Foil-Pouch Sockeye) most of our fresh-frozen wild Alaskan Salmon* (Sockeye, Silver, King), all of our Organic Herbs & Spices and Organic Chocolates*, and all of our Organic Berries.
*EarthKosher, which certifies the asterisked products, strives to make more healthy foods available to Kosher consumers by providing certification to companies that meet its halakhic, health, environmental, and social standards. EarthKosher's Rabbinic Counsultant, Rabbi Zushe Yosef Blech, is considered one of the world’s leading experts. For more information on EarthKosher, click here.
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Our brand new holiday catalog, which features several exciting new offerings. To receive yours, click here.
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Buyer Beware
Trip to the Big Apple reveals a shameless salmon "shell game"
by Randy Hartnell
Last month, I was in New York City to be interviewed for a syndicated television news story about the health benefits of omega-3s, salmon as the premier healthy source, and the distinction between wild and farmed salmon.
Andrew Weil, M.D. was my companion and fellow interviewee at the famed Fulton Fish Market in lower Manhattan. As we roamed among the fish mongers we came upon stacks of boxes labeled “Wild King Salmon,” in an area used by a major regional distributor.
I knew fresh wild King salmon was out of season, so I asked the product’s owner where he was getting it. To my amazement, he admitted, with no apparent shame or embarrassment, that the salmon in the boxes were actually "farmed" wild king salmon.
He went on to explain that the regional supermarket and restaurants he supplies are price sensitive so he seldom pays more than $2.75 per pound for salmon (well below the cost of actual wild king salmon). These retail outlets are certainly aware that many of their customers have heard about the elevated levels of contaminants in farmed salmon, and, given the option, would prefer wild Alaskan salmon. Apparently the mislabeling is good for business—at least the farmed salmon business.
We were shocked at this bald deception, especially since it was being practiced by a major regional distributor who told us that he ships some 60,000 pounds of salmon every week. We were left to wonder how much of this distributor’s farmed salmon—and farmed salmon from other wholesalers—is mislabeled as “wild,” and purchased by well-meaning consumers seeking to avoid farmed salmon.
One thing is for certain: If the distributor’s box says “Wild,” you can bet it will be priced and sold as wild at the retail level, and the store or restaurant will pocket a hefty profit. Presently, there is little oversight and enforcement, and as long as the rewards of mislabeling outweigh the risks, you can be certain it will persist.
This unethical behavior is akin to selling unsuspecting consumers feedlot beef, factory-farmed chicken or genetically-modified corn by labeling them “grass-fed,” “free-range,” or “organic.” It is a betrayal with many victims. The deceived are cheated both monetarily and nutritionally, and hardworking salmon fishermen are deprived of countless sales as dissatisfied consumers and those they influence are discouraged by the inferior culinary experience from making future wild salmon purchases. It’s amazing how many people think they don’t like salmon because they’ve never tasted REAL salmon.
What can you do?
Know your source. Unless you are very familiar with salmon, it is hard to know whether salmon sold in supermarket cases is wild Alaskan or farmed Atlantic. Those who are experienced with both may detect visual differences, and will almost certainly taste the difference. Generally speaking, wild Alaskan salmon has less marbling, but natural variations among species make this visual clue an unreliable indicator. Taste is a surer test, since its high saturated fat content gives most farmed salmon a notably greasy taste and texture. Farmed salmon may even smell different during cooking. But, by the time your senses indicate a possible salmon scam, it is too late.
While retailers and restaurants have a significant economic incentive to “look the other way,” it is important to note that some may be unwitting accomplices in this con game. The surest way to know you are getting authentic wild salmon is to buy it from a knowledgeable vendor … if you can find one. At Vital Choice you have my word that you’ll always get what you pay for.
[PRINTER FRIENDLY VERSION]
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