It's been a couple of years since I discovered our coarse, flaky Sea Salt being hand-harvested by a small team off the coast of Iceland. I still have fond memories of that trip. Gorgeous country, wonderful people.
Last year at dinner, it hit me again. This is the best damn salt in America. Even if it is still a best kept secret.
I've been eating this stuff daily for a couple of years now. And it really is all that. During this time, I could have added several different salts that cost a lot less (importing from Iceland is pricey) allowing Reluctant to make bigger margins. But that's not what Reluctant is all about.
I really believe in this flaky Icelandic Salt. And the customers who have tried it just keep coming back for more. So it's not just me. It doesn't surprise me that a lot of top chefs in Copenhagen use it in their kitchens. But let's talk about our kitchen for a minute.
Last night, my youngest son made homemade pizza. I'm talking gourmet stuff. San Gimignano tomatoes, homemade crust, prosciutto, arugula.
Anyway, my son sprinkles a little Icelandic on the pizza after it comes out of the oven.
Let's just say that if you would have analyzed my tears of joy, you would have likely found that they contained Icelandic salt. I use the stuff a lot.
There's something about this magical salt that brings out the best in everything it touches. The saltiness, the coarseness, the crunch, the flakes. A little pinch can bring out so many flavors. As my son likes to say, "Just wow."
Pizza, salmon, tomato sauces, dark chocolate. You'll find those things that just work with it and make one plus one equal three.
Sorry to blab on like this. It just hit me again last night and I had to tell you what I was feeling.
Hey look, if you buy some and don't like it, I'll give you your money back. Really.