In a region known for bold spices, warm hospitality, and a deep love of food, Le Fumoir has built its name around something unexpected: smoked salmon. What began as one man’s passion project in Beirut has grown into a family business recognised across the Middle East for its craftsmanship, consistency, and respect for tradition.
The story begins with Joe Bassili, founder of Le Fumoir by Joe Bassili. In the 1980s, faced with difficult imports and a lack of quality smoked salmon in the local market, Joe decided to take matters into his own hands. His first smokehouse was not a large production facility or a polished kitchen. It was the balcony of his Beirut apartment.
With curiosity, determination, and a few improvised tools, Joe began experimenting with the art of smoking salmon. What started as a personal pursuit quickly became something more. The flavour, texture, and quality of his smoked salmon began to stand out, attracting attention from those who appreciated food made with care.
To perfect his craft, Joe travelled to the Shetland Islands in Scotland, where he learned from traditional smokehouse experts. There, he studied the time-honoured methods of curing and smoking fish using simple but essential ingredients: salt, oak smoke, patience, and precision. He returned to Lebanon with a deeper understanding of the craft and a clear vision for what Le Fumoir could become.
By the 1990s, Joe had opened a dedicated smokehouse in the mountains of Hayata, followed by a restaurant. Over time, Le Fumoir expanded beyond Lebanon and into Dubai, bringing its signature smoked salmon to hotels, restaurants, premium supermarkets, and loyal customers who value quality over shortcuts.
Today, Le Fumoir is led by Jason Bassili, Joe’s son and the company’s CEO. Jason grew up surrounded by the craft, learning not only how smoked salmon is made, but why every detail matters. Under his leadership, the brand continues to honour its roots while expanding into new markets and ideas.
The process begins with carefully selected Scottish and Norwegian salmon, received chilled just days after harvest. Each fish is checked for quality before being stored under controlled temperatures to preserve freshness. From there, the salmon is filleted, trimmed, and prepared by skilled hands.
One of the most important steps is the removal of all 32 pin bones. This attention to detail reflects the philosophy behind Le Fumoir: nothing is overlooked. The salmon is then cured using either dry salt or brine, depending on the desired result. For cold-smoked salmon, the curing process may take up to 24 hours, allowing the flavour to develop slowly and naturally.
After curing, the fillets are gently washed and moved into the smoking chamber. Oak wood is used to create the distinctive flavour that defines Le Fumoir smoked salmon. Cold smoking takes place at low temperatures over several hours, creating a silky texture and delicate taste. Hot smoking, on the other hand, gives the salmon a richer, cooked finish.
At Le Fumoir, smoked salmon is not rushed. It is selected, cured, smoked, sliced, and packed with the patience that true craftsmanship deserves.
JASON BASSILI
Once smoked, the salmon is cooled carefully, then sliced by hand or machine depending on the cut. Each portion is packed, vacuum sealed, checked for safety, labelled, and stored under chilled conditions before delivery.
For Le Fumoir, the process is technical, but the heart of the brand is deeply personal. It is a story of family, patience, and respect for a craft that cannot be rushed. Jason’s mission is to preserve his father’s legacy while continuing to innovate, from expanding into the United States to exploring sustainable ideas such as salmon skin leather.
What sets Le Fumoir apart is not only the quality of its smoked salmon, but the values behind it. Every fillet carries the same commitment that began on a balcony in Beirut: to create food with care, character, and integrity.
Le Fumoir is more than a smokehouse. It is a family legacy, a commitment to craftsmanship, and a reminder that the finest things are often made slowly.
You can find Le Fumoir products online here and in UAE’s local supermarkets (Waitrose, Spinneys, Carrefour, Choitram, etc.).
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