What is most concerning about this situation is that local restaurants are misinforming consumers by peddling this marketing mumbo jumbo. Here to date, restaurants have been quite transparent in describing the salmon they sell. Menu descriptions including "King salmon" (Chinook), "Silver salmon" (Coho) or "farmed salmon" (Atlantic) are commonplace in the Northwest. Consumers select the species and the characteristics of each type of fish and each has a different price point. The sterling salmon branding is an attempt to confuse the consumer, plain and simple. The term "sterling salmon" means nothing. It is no more descriptive of a fish species than are the terms "AirJordan" or "Twinkies."
Restaurants serving sterling salmon and not labeling it as Atlantic farmed are doing the consumer a disservice. Changing the name to confuse the consumer and then selling it as if it were a premium product is shameful.Read More