Copper River Blues: One part oil, two parts hype
The Copper River snakes across the Alaskan wilderness, cuts through the glacier-clad Wrangell Mountains, tumbles down to tidewater just east of Cordova, and ultimately flows into the seafood department at your local supermarket.
Or so the spring marketing blitz would have us believe. That, along with the idea that it makes sense to pay 50 bucks or more for a slab of sockeye, or “red” salmon — and twice that for a king. But I don’t believe that either.
Still, lots of perfectly reasonable people do. Witness the folks lining up at the local supermarkets buy a Copper River red for the weekend barbecue. My favorite fishmonger, down at the local QFC, can barely keep up with the demand for sockeyes, on sale at $10 a pound. “These are absolutely el primo,” she says breathlessly. 
They know their pitch: The Copper River reds and kings are the year’s first major wild salmon fishery, arriving weeks or months ahead of most. And these fish store up extra fat – good fat, loaded with Omega 3 fatty acids, whatever those are – to fuel their long migrations upriver to their spawning grounds. Hence the annual feeding frenzy.
But not everybody buys in. Rick Ottman, the seasoned Port Townsend-based fisherman who sells his own Cape Cleare salmon, sighs when he’s asked what he thinks of the Copper Rivers. “It all depends,” he says. “It depends on what they’re eating. It depends where they are caught, and how they are caught and how they are handled. And you can’t see all that at the supermarket.”
And so it goes every year in late May, when the ads hit the newspapers, trumpeting the arrival of the first Copper River kings and reds.
All this for a fish that, not all that long ago, died in a gillnet and sloshed around in used crankcase oil for a few days before being stuffed into a tin can and shipped off to England to be processed into fish cakes and fried in batter.
Whatever else you say about them, Copper River salmon are a case study of how far the Northwest salmon business has come in a couple of decades.
The Copper is just one of Alaska’s long wilderness rivers that serve as perfect habitat for the fabled wild Pacific salmon. It emerges from the mountains just east of Cordova, the funky coastal fishing village which has been living off salmon for generations.
It’s best known for its kings and sockeye, which live very different life cycles but which return each spring to the broad, intricate river delta known as the Copper River Flats.
Fifteen years ago, I crewed with a grizzled fisherman named Tom Copeland, who had been fishing the flats since he was a teenager. On the night before the season opening, we climbed aboard his small fiberglass bowpicker and headed for the flats, bucking into an ugly rainstorm driven by 20-knot winds. Two miserable hours later, we anchored in the lee of one of the grassy sandbars that make up the river delta.
We fished for several days, spreading that shallow gillnet across one of those braided channels, drifting downstream, retrieving the net, collecting those gorgeous, silvery sockeyes and the occasional king, stowing them on shaved ice, then repeating the process. My fingers ached from picking through nylon gillnet, and from yanking the gills so the fish would quickly bleed to death.
As we drifted, Tom filled the time with stories of fishermen lost in the treacherous currents, of wild storms screaming off the Gulf of Alaska, of boats that sank from the weight of their sockeye catch, and of perennial price wars between fishermen and canneries.
For most of a century, the canneries monopolized Alaska salmon. Remote fishing grounds, poor transportation and a red-meat-eating American public left few choices for Alaska fishermen. Whatever they caught, from humpies to kings, went into cans – mostly for export to Europe.
Down on the flats, those gourmet fish were gillnetted by the thousands, then tossed into the bilge along with the crankcase oil, and eventually sold to a Cordova cannery for a few cents a pound.
In the 1980s, that began to change. The Japanese invested heavily in Alaska fisheries, and they had no desire to eat wild salmon from a tin can. So, from Ketchikan to the Bering Sea, fishermen learned to treat salmon the way it deserved to be treated. They installed chilled storage tanks, separate from the bilges. They cleaned and bled their fish on board. They learned how to air-freight fresh or frozen fish. These days, a Copper River red can be netted at 6 a.m. on the Flats, and served in Seattle the same evening.
Seattle marketing guru Jon Rowley took it a step further. He figured out how to use advertising and good public relations to create demand for a good product.
And the Copper Rivers were ripe for marketing. Alaska has other early salmon fisheries – such as False Pass in the Aleutians. But Rowley figured nobody’s going to shell out $20 a pound for a “False Pass fillet.”
And thus was born the Copper River Mystique. But are they the world’s best salmon?
“The fish is fabulous, and the folklore is even more fabulous,” says Ken Davies at Key City Fish in Port Townsend. “You put a Copper River red alongside a Quinault red, or a Fraser River red, and you won’t know the difference.”
The Copper River migration is no longer or more challenging than migrations up the Yukon, the Fraser, or our own Columbia River.
Some businesses say it's just too spendy. The seafood manager at my local Safeway is holding off a few weeks until the prices drop a little. “I’d have to sell the kings for $23 a pound, and that’s too much,” he says.
That’s my strategy too. I’m ready for my first Alaska salmon, never mind which river. But I can wait a few weeks. Don’t give me a fish. And don’t teach me to fish. Just sell me one at a price that doesn’t require me to dip into the grandkids’ college fund.
