Jason Ryan Bassili, CEO of Le Fumoir By Joe Bassili, talks about his passion for smoked salmon and where he plans to take his company.
What inspired you to launch Le Fumoir and why did you choose to specialize in smoked salmon?
It all began with my father, Joe Bassili. He lived in Paris and exported smoked salmon from France to Lebanon in the early 80s. However, after some years, the Lebanese government imposed a 100 percent import tax on smoked salmon. Undefeated, he flew to the Shetland Islands in Scotland and learned the art of smoking salmon himself. Once he mastered the basics, my father returned to Lebanon. He then built a small smokehouse in the Lebanese mountains. Located 800 meters above sea level in a village called Hayata. Back then, he operated as a one-man army, handling everything from filleting, smoking and slicing to delivering the salmon himself. That’s how we mastered the craft. As a kid, I used to help him during summer holidays. I naturally fell into the family business.
Furthermore, as his partner and CEO, I share the same passion and dedication. Moreover, we have contributed to growing the business to where we now buy 25 tons of salmon per week and sell across the region.
Le Fumoir has been a significant presence in Dubai’s culinary scene since 2011. How have you seen the culinary landscape evolve during this time?
Since I arrived in Dubai in 2004, we’ve had restaurants and supplied 80 percent of the UAE market. Dubai’s culinary landscape is witnessing rapid developments. Moreover, places open faster, thanks to the rise of large F&B groups doing most of the openings. Notably, these groups, with their local market experience, impress me with their creativity. Furthermore, I admire their foresight in judging a development’s potential success. Consequently, Dubai has become a global player in the culinary scene, particularly in the last six or seven years.
What’s the vision for Le Fumoir and are there any upcoming projects or developments you can tell us about?
Our vision for the past four or five years was to expand into the EU market with our smoked salmon. However, due to uncertainties and economic conditions, we are currently focusing on the UAE, given its constant growth. Furthermore, we plan to revisit Europe in 2025. Additionally, we’re re-entering the KSA and Qatar markets now that trade routes are open. My father and I eagerly announce the opening of 3 Cuts Steak House & Bar at Nakheel Mall in February, our largest at 13,000 square feet.
You’ve been supplying to airlines, supermarkets and restaurants in the Middle East. How do you maintain consistent quality when serving such a diverse client base?
Passion and dedication drive us and are contagious. Therefore, we instill these elements in our 200-strong team. Furthermore, our customers who believe in us are our ambassadors. Setting a high bar forces us to achieve it every day. We dedicate equal effort to crafting products for Emirates Airlines and for a small supermarket in Al Ain, ensuring quality. Although it is not widely known, we also produce private labels for brands like Spinneys and Waitrose. Notably, their trust in our quality and consistency is evident by putting their names on our products. Hence, with immense responsibility and pride, we declare our mastery, consistently delivering top-notch smoked salmon for over 35 years. Recently, we rebranded to Le Fumoir by Joe Bassili, garnering full market support. Notably, we have experienced growth in sales.
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