After the fish are lifted from the water, they undergo the traditional Japanese process of "Ike-Jime." Fish are humanely killed with a quick spike to the brain. The Ike-Jime process draws blood from the gut cavity and away from the flesh, resulting in a cleaner taste, After Ike-Jime, the fish are plunged directly into an ice slurry, where they enter a gentle prolonged state of rigor mortis, which preserves the freshness of their flesh. The fish are then transferred and packed into insulating Iki Bins on a bed of ice, belly-side down to prevent ice-burn and discoloration. The resulting bright eyes, red gills, superior shelf life and pristine taste are why the most discerning connoisseurs from around the globe consider "Ike-Jime" seafood "sashimi grade."