Not just any herring gets to call itself Hollandse Nieuwe. There’s a whole ritual behind it. This is the gold standard of herring: special, beloved, and tightly regulated. Hollandse Nieuwe is a young herring caught between May and July, precisely when it’s at its fattiest. And trust us — in this case, fat is a VERY good thing. It must contain at least 16% fat, which gives that luscious, buttery-soft texture you can’t help but lick your lips over.

After the catch, the herring is gibbed: the gills and intestines are removed, but the pancreas is left intact so the enzymes can do their work. The fish is then placed in a light brine and allowed to mature slowly and peacefully, until it develops that uniquely mild, silky flavor. Not raw, not cooked — but perfectly ripened.

Only when it meets all these strict criteria is it allowed to be called Hollandse Nieuwe. And then… the celebration can begin, since at Atlantic we only sell Hollandse Nieuwe haring!