Icelandic Coarse Flake Sea Salt - America's Best Kept Secret

Posted on April 23, 2015 by Scott Eirinberg

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. My 13 year-old son makes a mean homemade pizza. Icelandic sea salt elevates it to an otherworldly place.

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.

The salt workers of Iceland. These guys know what they're doing.

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.

You can buy the Icelandic coarse, flaky sea salt here.

This is where I went to get the sea salt in Iceland. Easy on the eyes and the taste buds.


You can buy the Icelandic coarse, flaky sea salt here.

Drinking Beer in Iceland is Better than Filling Out Government Forms

Posted on June 13, 2013 by Scott Eirinberg

I wish it could be as easy as flying to Iceland and India, packing up my suitcases full of salt and pepper and coming back home and sharing them with you. (And you’re thinking, wouldn’t it be nice to have a baby without 9 months of labor, too.)

Problem is, someone decided it should be really difficult. Someone decided to make sure there was a lot of complicated paperwork. Stuff that you could easily confuse with tax forms and estate planning documents.

Enjoying a beer in Iceland's Blue Lagoon. I mean looking for Icelandic Sea Salt in Iceland.

If it sounds like I’m complaining, well yes, I am. I wish this process was easier. It just seems ridiculous to have to jump through all these hoops just to get salt and pepper.

But jumping is what I’m doing. And I’m pretty sure that the Icelandic sea salt that I’ve been talking about will be here any day. Now excuse me, but I think I just got another exciting email with 3 point type that I need to speak to my customs broker about. Oy vey.

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Reyjkavik in Black and White - The Harpa

Posted on June 04, 2013 by Scott Eirinberg

Some shots just look better in black and white. I thought I’d put a bunch together for you. The building with the geometric shaped windows is the Harpa Concert Hall in Reykjavik. It opened in 2011. Several of the glass panels feature colored fills that change with the light. You’ll see what I mean in a little bit when I post some color shots. But for now, we’re going old school B & W. 

To see more photos from Iceland, visit my photo gallery from this trip.

The Harpa in Reykjavik for Reluctant Trading

The Harpa in Reykjavik for Reluctant Trading

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