Is Copper River over hyped? Is it really all marketing?
I am asked this question a lot.
I get it. Copper River salmon is typically more expensive than other salmon, and people want to know if it's worth the hype before they spend the extra money on it.
First off, yes, Copper River salmon are special.
Not all wild salmon are the same. Their birthplace matters—much like terroir in wine—because salmon always return to their native river.
The Copper River is a vast, swift, and icy waterway, demanding extraordinary endurance from the fish that navigate it. Three species—king, sockeye, and coho—migrate through these challenging waters, naturally accumulating more fat, particularly Omega-3s, than their counterparts in other rivers.
This unique combination of regional DNA and lifecycle produces some of the world’s finest salmon.
So what's this genius marketing of Copper River salmon all about?
It all started in the early '80s. The Copper River fishing community knew their local salmon was superior to other wild Alaskan salmon.
However, it was a challenge to get the word out.
Local fisherman and marketer John Rowley was a visionary in the Copper River industry. He knew Copper River was special, and began sending fillets to chefs in Seattle.
These chefs recognized the difference in quality, taste, texture, and color right away. The chefs began requesting Copper River salmon specifically and telling the story of this special fish to their guests.
When people taste Copper River salmon for the first time, they remember it, they talk about it.
Word got out, and the rest is history.
So yes, Copper River was ingeniously marketed to chefs, but it only became popular because the premium eating qualities spoke for itself.
Copper River salmon is now known as the finest salmon in the world and continues to live up to the hype.
If you know, you know.
If you don't know...you should try it!
