MYNORTHWEST NEWS

Much-hyped Copper River Salmon arrives in Seattle

May 17, 2013, 6:59 AM | Updated: 10:45 am

Nestor Guillermo, right, an expert fish filleter with Ocean Beauty Seafoods, fillets a 40-pound Copper River king salmon after its arrival at Sea-Tac Airport outside Seattle on the first shipment of the season from Cordova, Alaska, Friday, May 17, 2013. The arrival of the Copper River salmon, which is prized for it's taste and color, is a rite of spring in Seattle, and the fish bring top dollar in restaurants and fish markets. (AP Photo/Ted S. Warren) Nestor Guillermo, right, an expert fish filleter with Ocean Beauty Seafoods, fillets a 40-pound Copper River king salmon from the first shipment of the season of the valuable fish from Cordova, Alaska, Friday, May 17, 2013, in Seattle. The arrival of the salmon, which is prized for it's taste and color, is a rite of spring in Seattle, and the fish bring top dollar in restaurants and fish markets. (AP Photo/Ted S. Warren) John Howie, left, executive chef of Seastar Restaurant and Raw Bar, cooks Copper River salmon on a charcoal grill Friday, May 17, 2013, at the Sea-Tac Airport outside Seattle. Howie was taking part in a cook-off competition with the first shipment of the season of Copper River salmon that had just arrived on an Alaska Airlines flight from Cordova, Alaska. Howie beat out three other chefs to win the annual competition. (AP Photo/Ted S. Warren) Frankie Ragusa, general manager of Seattle distribution for Ocean Beauty Seafoods, carries a 40-pound Copper River salmon after it's arrival at the Sea-Tac Airport outside Seattle as part of the first shipment of the season of Copper River salmon from Cordova, Alaska, Friday, May 17, 2013. The arrival of the salmon, which is prized for it's taste and color, is a rite of spring in Seattle, and the fish bring top dollar in restaurants and fish markets. (AP Photo/Ted S. Warren)  Chefs taking part in a salmon cook-off pose with a 40-pound Copper River salmon that arrived with the first shipment of the season on an Alaska Airlines flight from Cordova, Alaska, that was piloted by Capt. Jeff Meyer, second from right, Friday, May 17, 2013, in Seattle. The chefs are, from left, Pat Donahue, Anthony's Restaurants executive chef; Chris Bryant, WildFin American Grill executive chef; and Master Sgt. Robert Shulman, far right, a U.S. Air Force Reserve chef with the 446th Airlift Wing at Joint Base Lewis-McChord. (AP Photo/Ted S. Warren) Alaska Airlines first officer Peter Michels carries a 40-pound Copper River salmon off the plane as Capt. Jeff Meyer looks on as the first shipment of the valuable fish arrives in Seattle from Cordova, Alaska, Friday, May 17, 2013. The arrival of the salmon, which is prized for it's taste and color, is a rite of spring in Seattle, and the fish bring top dollar in restaurants and fish markets. (AP Photo/Ted S. Warren) Alaska Airlines Capt. Jeff Meyer lifts up a 40-pound Copper River salmon after stepping off the plane as the first shipment of the valuable fish arrives in Seattle from Cordova, Alaska, Friday, May 17, 2013. The arrival of the salmon, which is prized for it's taste and color, is a rite of spring in Seattle, and the fish bring top dollar in restaurants and fish markets. (AP Photo/Ted S. Warren) Alaska Airlines Capt. Jeff Meyer carries a 40-pound Copper River salmon off the plane as first officer Peter Michels looks on as the first shipment of the valuable fish arrives in Seattle from Cordova, Alaska, Friday, May 17, 2013. The arrival of the salmon, which is prized for it's taste and color, is a rite of spring in Seattle, and the fish bring top dollar in restaurants and fish markets. (AP Photo/Ted S. Warren) Alaska Airlines first officer Peter Michels carries a 40-pound Copper River salmon off the plane as Capt. Jeff Meyer looks on as the first shipment of the valuable fish arrives in Seattle from Cordova, Alaska, Friday, May 17, 2013. The arrival of the salmon, which is prized for it's taste and color, is a rite of spring in Seattle, and the fish bring top dollar in restaurants and fish markets. (AP Photo/Ted S. Warren)

One thing everyone can agree on, is the people in Cordova, Alaska, have done a great job in pumping up Copper River Salmon. (AP Photo/File)

(AP Photo/File)

The first Copper River Salmon of the year arrived at Sea-Tac Airport Friday, and the rush is on to get it to your favorite restaurant and fish market. But is this all just hype?

Some critics claim Copper River Salmon isn’t even the best-tasting fish to come out of the same region of Alaska. They claim the average person can’t really tell the difference.

One thing everyone can agree on, is the people in Cordova, Alaska, have done a great job in pumping up their local catch.

Elizabeth Stearns is a marketing and advertising professor at the University of Washington. “The job of public relations in the Northwest is reminder,” she said. “Even though we all want it, we all like it and we all think it’s wonderful, it’s helpful to have a little reminder.”

Stearns said what also helps the Copper River Salmon pitch is that it’s only available for a short time, and it is a really good product. “I don’t know if it’s brilliant,” she said. “I think it’s just an excellent use of the marketing tools that are available. It starts with the core, which is a very quality product.”

But whether you believe this Copper River Salmon thing is all hype or not, if you want it, it’s going to cost you. It could go for as high as $50 a pound.

Chef Thierry Rautureau, who co-hosts KIRO Radio’s Seattle’s Kitchen, believes it’s worth it. “Copper River is a special salmon and as a consumer you don’t get a good chance to try it,” he said. “If you can put your hands on it, go for it. It’s worth it.”

Celebrity chef Tom Douglas agrees, but he said you don’t have to shell-out $50 a pound for the king salmon. He suggests trying the cheaper but still tasty sockeye. “The sockeye is a beautiful fish,” he said. “It’s usually about one-third to one-half the price of the king, and it’s a great choice if you’re cooking more on a budget.”

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Much-hyped Copper River Salmon arrives in Seattle