A legacy of quality, tradition, and innovation
Jason Bassili, CEO of Le Fumoir by Joe Bassili, carries forward a legacy deeply rooted in craftsmanship, quality, and innovation. Founded by his father in the 1980s, Le Fumoir has become a symbol of excellence in smoked salmon, blending time-honoured traditions with modern advancements. Today, Bassili continues to expand its presence globally while staying true to the brand’s heritage.
Honouring a Legacy While Embracing the Future
Le Fumoir’s origins trace back to Joe Bassili’s passion for perfection. “In the 1980s, he traveled to the Shetland Islands to learn the ancient craft of smoking salmon,” Jason Bassili explained. “Upon returning to Lebanon, he established the first Le Fumoir in the mountains, dedicated to producing smoked salmon of unparalleled quality.”
Since then, the business has evolved, combining traditional techniques with modern innovation. Today, Le Fumoir is a globally recognised brand with a strong presence in the Middle East and expansion into new markets, including the USA, through partnerships with Chef Middle East and Chef Warehouse.
Carrying forward his father’s legacy is his proudest accomplishment. The key to Le Fumoir’s continued success lies in its unwavering commitment to quality, consistency, and innovation. “We prioritise premium ingredients, meticulous craftsmanship, and continuous improvement,” Bassili shared. This approach has allowed the business to scale while maintaining its renowned quality.
Like any growing enterprise, Le Fumoir has faced challenges, particularly in scaling production without compromising standards. The solution? Strategic investments in technology. “Our SAP system has streamlined operations, allowing us to manage orders efficiently while ensuring consistency in our products,” he explained.
Bassili offers three core pieces of advice to aspiring entrepreneurs: “Stay true to your values; quality and integrity should never be compromised. Embrace innovation. Tradition is important, but innovation drives growth. Be resilient; challenges are inevitable, but perseverance and adaptability will help you overcome them.”
He added that his father always emphasised the importance of patience and attention to detail. “He taught me that mastering a craft takes time and dedication. This advice has been invaluable, guiding me in maintaining the high standards that define Le Fumoir.”
Sustainability, Balance, and Inspiration
Sustainability has always been integral to Le Fumoir, but 2024 has reinforced its importance. “This year, we’ve taken additional steps to minimise waste and reduce our environmental footprint,” Bassili said. The brand’s salmon skin leather project is one such initiative, repurposing materials to contribute to a more sustainable fashion industry.
Balancing the demands of running a business requires mindfulness. “I prioritise balance and mindfulness,” Bassili shared. “Regular exercise, spending time with family, and staying connected to my passions help me stay grounded. I also believe in delegating and trusting my team.”
Looking back, Bassili has no regrets. “Every challenge and success has shaped me and the business into what it is today. The journey has been incredibly rewarding.” His priorities have evolved, placing greater emphasis on well-being alongside business success. “As I’ve matured, I’ve come to appreciate the importance of balance. This shift has made me a better leader and a more fulfilled individual.”
At the heart of it all is his greatest inspiration—his father. “My father’s dedication and passion for his craft continue to inspire me. I’m also inspired by the artisans at Le Fumoir, whose skill and commitment bring our vision to life.”
With a firm foundation in tradition and an eye on the future, Jason Bassili is leading Le Fumoir into its next chapter—one defined by excellence, sustainability, and a deep respect for the craft that started it all.
