Fish quality is decided far earlier than most people assume — usually within the first sixty minutes after it leaves the water. Everything downstream of that hour is really about protecting whatever quality was there at the start, not improving it.
The First Hour After Catch
Our sourcing partners along the Khulna river routes ice the catch immediately at the point of landing, before it's ever loaded for transport. That single step — ice within minutes, not hours — is responsible for more of the 'freshness' you taste than anything that happens later.
From there, insulated crates move the catch directly to our sorting point, where it's graded, weighed, and — for anything going into a same-day order — packed straight into cold-chain delivery bags rather than sitting in general storage.
Why Temperature Control Is Everything
Bacterial growth on fish accelerates dramatically above roughly 4°C, which is why every stage of our process — icing, sorting, packing, and the final delivery ride — is built around keeping the product below that line, not just 'keeping it cool' in a general sense.
Freshness isn't preserved by one big effort — it's preserved by not breaking the chain at any single point.
It's a less glamorous story than 'fresh from the river,' but it's the actual reason the phrase is true by the time your order arrives, rather than just a line on our packaging.