The frenzy surrounding Copper River salmon arriving in Seattle from Alaska each summer is no joke.

Even in a pandemic, buyers are eager to get their hands on a fish that sells itself as well as Napa Valley red wine, a buyer at one US specialty grocery store recently told IntraFish of the salmon's brand recognition among American consumers.

In recent years, with low availability and high demand, retailers have paid as high as $35.00 (€31.34) per pound for Copper River sockeye.

In comparison, Norwegian farmed salmon's average annual price has hovered between $2.00 (€1.79) and $3.00 (€2.69) per pound since 2016.