Let’s start at the beginning. Herring is a small, silver-colored fish found in the North Atlantic Ocean and the North Sea. It’s a pelagic fish, which means it swims in the upper layers of the water, often in enormous schools that move through the sea like living clouds. But when we say “herring,” we usually mean Hollandse Nieuwe: a matured, lightly salted herring that is caught, processed, and eaten in a very specific way. This isn’t just any fish — this is culture, tradition, and pure flavor experience wrapped up in one shiny little package.

How is herring made?
You might think: “Oh, just catch a fish and you’re done!” But no — this isn’t fast food. This is craftsmanship. The herring known as Hollandse Nieuwe is caught between mid-May and July, when the fish is nice and fatty — and we mean properly fatty, around 16–25% fat. Think more like the creaminess of a good burrata.

After being caught, the herring is immediately gibbed (yes, that’s the technical term!). The gills and intestines are removed, but the pancreas is left intact, because that’s what makes the ripening possible. The enzymes from that gland do their work while the herring rests in a light brine. This maturation process takes a few days to a few weeks and creates that soft, almost buttery flavor and texture. Not too salty, not too fishy — just… gently sweet and creamy.

Come by Atlantic and watch us clean our Hollandse Nieuwe fresh off the knife and serve it with onions, pickles, and a little Dutch flag!