In a region where the sun blazes, spices sing, and food reigns supreme, one family has built an unlikely empire, not on hummus or halloumi, but on smoked salmon. Yes, you read that right. Smoked salmon. In the Middle East. And it all began on a rather unsuspecting balcony in Beirut.
Welcome to the world of Le Fumoir, where oak smoke curls through Dubai’s culinary scene, and salmon fillets are treated with the reverence usually reserved for vintage Bordeaux. At the helm is Jason Bassili, a British-Lebanese entrepreneur whose mission is deceptively simple: bring world-class, hand-sliced smoked salmon to the masses, and never, under any circumstances, cut corners. Or bones. There are 32 of them, and every last one must go.
But to understand Le Fumoir, you must first understand the Bassili patriarch: Joe.
A Smoked Salmon Origin Story
In the 1980s, Joe Bassili, restauranteur, epicurean, and self-declared “smoke whisperer”, found himself caught between a rock and a customs form. Frustrated by the tangle of import duties and unimpressed by the lacklustre quality of local fish, Joe did what any culinary pioneer might do when faced with bureaucratic absurdity: he built a smokehouse on the balcony of his flat.
Armed with sheer willpower and what can only be described as an eclectic selection of borrowed household appliances, Joe began experimenting. The neighbours were mildly horrified. The result? Smoky, delicate salmon that quietly began attracting attention.
But Joe wasn’t done. He took his obsession to the Shetland Isles, the wild, blustery north of Scotland, where he studied under local smokehouse veterans in a medieval castle (I can think of no better place). There, amidst fog and fjords, he honed the ancient craft. No gimmicks. Just time, salt, oak and instinct.
By the 1990s, Joe had opened a proper smokehouse in the mountains of Hayata. The restaurant followed. Then came Dubai.
Salmon, Reimagined
Today, Le Fumoir by Joe Bassili is something of a cult favourite among the region’s food connoisseurs. Found in five-star hotels, white-labelled in supermarkets like Spinneys and Waitrose, and served in an ever-growing family of restaurants under the “Sal’s” brand, their smoked salmon is more than just fish. It’s a philosophy.
Jason, now CEO, has taken his father’s torch, or perhaps, oak-chip burner, and run with it. With factories in Beirut and Dubai, Le Fumoir processes only the freshest Scottish and Norwegian salmon, just 3–4 days post-harvest. From salting to slicing, every step follows a sort of culinary choreography that borders on poetic.
At Le Fumoir, the journey of smoked salmon begins with the meticulous selection and reception of premium fish sourced from pristine waters in Scotland and Norway. Arriving chilled within days of harvest, each fish undergoes rigorous quality checks before entering the production facility.
Once received, the fish are stored in chilled conditions between 0°C and 4°C to preserve freshness, ensuring no compromise on quality.
The process continues with precision filleting, removing all 32 pin bones by hand, and trimming for both visual and culinary perfection. Fillets are then salted and cured using either dry or brine methods, depending on the desired end product.
For cold-smoked salmon, fillets may cure for up to 24 hours, allowing flavors to infuse and water activity to reduce. The salt used is always food-grade and the water potable, adhering to the highest hygiene standards.
After curing, fillets are gently washed to remove excess salt and prepared for the smoking chamber. Using carefully selected oak wood, the smoking process varies: hot smoking at 82°C for four hours creates a rich, cooked texture, while cold smoking at 27–33°C over 6 to 24 hours imparts a silky texture and delicate flavor.
During smoking, the goal is a precise weight reduction of 16–18%, a mark of perfect curing and drying.
Following smoking, the fish is cooled in stages to avoid texture damage. Only then is it ready for slicing, either by hand or machine, depending on the cut. Each fillet is skinned, trimmed, portioned, and prepared for final packaging.
A vacuum seal ensures freshness, and every pack passes through metal detection to eliminate any physical contaminants.
Finally, the smoked salmon is labeled, packed, and stored in chilled environments below 3°C before being delivered in temperature-controlled vehicles.
Every stage, from catch to customer, reflects the legacy and standards set by founder Joe Bassili, honoring tradition while embracing innovation in every fillet
The Business of Being Bonkers (in a Good Way)
And yet, despite the precision and the process, what sets Le Fumoir apart isn’t the science. It’s the story. This is a family business born from ingenuity, sustained by craftsmanship, and spiced with a healthy dash of eccentricity.
Jason’s expansion efforts have taken the brand from Lebanon to the UAE and now to the United States. Alongside the salmon empire, they’re dabbling in, wait for it, salmon skin leather. “It’s sustainable fashion,” he says, deadpan, “but it also means nothing goes to waste.” Naturally.
In a world that often prioritises speed over soul, Le Fumoir is a delicious anomaly. It is proof that patience, tradition, and a bit of culinary mischief can still cut through the noise, and slice through a side of salmon, with grace.
Wisdom from the Smokehouse: An Interview with Jason Bassili
Tell us about yourself.
I’m Jason Bassili, the CEO of Le Fumoir by Joe Bassili. My journey in the culinary world began with my father, who founded the company in the 1980s. Growing up, I was immersed in the art of smoking salmon, learning the craft and the values of tradition, quality, and innovation.
What inspired the business?
Le Fumoir was inspired by my father’s passion. He traveled to the Shetland Islands to master the ancient craft of salmon smoking, and brought it back to Lebanon. We’ve since evolved, blending traditional techniques with modern innovation.
Can you tell me some of your greatest achievements?
Personally, preserving my father’s legacy. Professionally, expanding into markets like the USA and pioneering new projects like salmon skin leather.
What is the most valuable advice you’ve received?
My father always told me: “Mastery takes time. Be patient. Focus on the details.” That’s shaped how I run the business.
What has been your biggest challenge?
Scaling while maintaining quality. We’ve overcome this by investing in technology, our SAP system helps ensure consistency and efficiency without compromising craftsmanship.
What is your Advice to the next generation?
- Stay true to your values
- Embrace innovation
- Be resilient
This must be a challenging job. How do you manage stress?
Balance. I prioritise exercise, time with family, and trust in my team.
What sets Le Fumoir apart from commercial producers?
Our unwavering commitment to tradition. Every fillet is hand-sliced. Every step is intentional. That’s not something you find in mass production.
Would you do anything differently if you had the chance?
No. Every challenge and success has shaped who I am and what Le Fumoir is today.
