California’s unexpected bountiful king salmon harvest this year is giving marketing officials and retailers the opportunity to target new consumers and those who found the product too expensive during recent low-harvest years.

“It’s almost like introducing a new product because we haven’t had the quantity to gather much interest,” California Salmon Council CEO David Goldenberg told IntraFish.

At the start of the season, which spans May to at least mid-September, official forecasts for the salmon catch along the Bay Area and central California coastlines was 380,000 fish, compared to 224,000 fish in 2018.