The New Catch Holland Herring is a piece of gastronomic heaven, a fabulous buttery and mild matjes (young) herring unlike any other, due to its exceptionally high and healthy omega-3 fat content. Many compare its buttery texture and delicate flavor to the finest sashimi.

One tray has ten filleted herring.

Once a year, the herring in the North Sea reach their optimal condition during a 4-5 week season. In Holland, the start of this season is a national holiday. The first barrel of herring into port is auctioned off for charity, commanding a price upwards of $85,000. After that, these prized delicacies hit the market as the famed ''Hollandse Nieuwe'' - ''New Catch Holland Herring.'' Russ & Daughters is a direct importer, and receives herring from the first delivery of this New Catch to New York, and then continuously throughout the year.

Traditionally, the New Catch Holland Herring is eaten by holding the whole herring by the tail and dropping it into your mouth. Visitors to Russ & Daughters are likely to see aficionados partaking of this food ritual right at the counter, starting on June 7, 2011.

The New York Times has called Russ & Daughters "the city's herring-to-go headquarters," (R.W. Apple Jr., "Herring: The Fish That Roared," NYT, 10/30/02). Russ & Daughters herring and the Russ & Daughters Herring Festival were featured in a "Talk of the Town" story by Oliver Sacks in The New Yorker.

Ruth Reichl wrote, in Gourmet Magazine's newsletter, "My father claimed that my mother seduced him with herring-and then never served it again. He loved that fish, and he waited eagerly each year for the New Catch Holland Herring to arrive. If you think about the delicate flavor of sashimi compared with cooked fish, you get some idea of the New Catch's subtlety. The taste is both sweet and briny, and the texture has a remarkably tender, almost buttery quality. The season will be over in a couple of weeks, but you can order New Catch now from Russ & Daughters. If Dad were still around, I know exactly what I'd be getting him for Father's Day."

**TO PRE-ORDER THE NEW CATCH HOLLAND HERRING NOW, FOR SHIPPING, COURIER, OR PICKUP WHEN THE SEASON STARTS, PLEASE CALL US AT 212-475-4880**

For those who want to savor New Catch Holland Herring at home or outside of New York City, the herring can be ordered in the shop, over the phone (212.475.4880) and will be available on our website after June 7. Russ & Daughters delivers the New Catch Holland Herring by courier in New York City and ships them nationwide.

Russ & Daughters urges customers to place orders to guarantee that they can partake of this ephemeral gastronomic experience. There is a minimum of one tray for advance orders. The New Catch Holland Herring will be available at Russ & Daughters for the duration of their prized, yet limited, season.

Join us at The Russ & Daughters Herring Pairing with April Bloomfield on June 28, 2011. For more information, visit: http://blog.russanddaughters.com/

Each tray is:

$35.00