by Dean Kallas, Grocery Category Manager
Earlier this year, the seafood team at Willy West began searching for a new source of hot-smoked fish portions to complement the selection we have available at our three stores. While there are many different regional and national suppliers who fit the bill, we were looking for something that comes from Wisconsin, and uses minimal ingredients and natural smoking techniques. We came upon Everett’s Smoked Fish, based out of Port Wing along the coast of Lake Superior and were instantly impressed with not only the locality and technique they use to make their product, but also the amazing flavor and quality of the fish. Everett’s catches their own whitefish and lake trout (salmon is sourced from another fishery, as they are not allowed to commercially fish for salmon in Lake Superior), and smokes and packages the fish at their own family-run facility. Everett’s products are now carried by all three stores in the prepared seafood cases. The business is still family-owned and operated, and the original owner’s grandson, Jeff Johnson, was kind enough to take some time to answer some questions about the business.
Q: Tell me a little about how Everett’s became a business.
A: Grandpa Everett moved to Port Wing from Gills Rock, Wisconsin with his brothers and started fishing in the ’30s. In the ’40s he needed a way to move more of the fish they were catching because there wasn’t a very good market for fresh fish so he started smoking it because it had a longer shelf life.
Q: How would you describe your products to someone unfamiliar with smoked fish?
A: Cooked in a hot smoke over a wood fire, smoked fish is fully cooked and ready to eat.
Q: What are some differences between your products and some of your competitors?
A: Our product is natural wood fire smoked and brined in a saltwater brine. We do not use preservatives or electric smokers.
Q: Where do you supply your fish from?
A: Most of our products, including whitefish, trout, herring, and chubs, we are able so source on Lake Superior right off our boats or from other local commercial fishermen. We are unable so commercially fish salmon so we do have to outsource that.
Q: What is the smoking process like?
A: Fish is first brined for a minimum of 12 hours. Then smoked over hardwood in wood fire ovens for close to 5 hours. From there, fish is cooled before it is packaged up for our consumers.
Q: What parts of the business have been most challenging over the years?
A: I’d say sourcing, especially in the last few years. It seems I’m always having trouble sourcing something, whether it be fish or supplies.
Q: What is your favorite part about operating the business?
A: I really take pride in putting out a good quality product. I am very hands on with the day-to-day process so I can make sure our products are held to a high standard.
Q: What is your favorite product that you make?
A: I couldn’t pick just one! Each product has its own unique flavor.
Thanks so much to Jeff Johnson from Everett’s Fisheries for taking the time to answer my questions, and we hope you’ll try out some of their amazing smoked fish soon!