In response to extensive feedback from our patrons, our innovative marketing team has made a significant decision to rebrand the snakehead fish as the Chesapeake Dragonfish. We recognize that fish species often have multiple “common names,” but each species is unique in its scientific name. In this case, “Channa Argus” is the official scientific name of what we now call the Chesapeake Dragonfish.
Our motivation for this change was rooted in our customers’ experiences. They expressed great appreciation for the taste of the Snakehead, affirming that it was a delightful addition to their menus. However, they found that their own customers were hesitant to order it, perhaps due to its less appealing common name.
As a solution, we made the strategic decision to introduce a new common name that evokes intrigue and excitement. We’ve seen an encouraging response since we started referring to this fish as the Chesapeake Dragonfish. It appears that this innovative rebranding strategy is succeeding, and we are hopeful that it will continue to boost the popularity of this delicious and unique fish among our customers and their patrons.
The next hurdle is getting commercial fishermen to target them consistently. Snakeheads inhabit the very top of every tributary in the Chesapeake Bay. Typically, you will not find Snakeheads in a river until you start seeing lily pads. At this point, there is little to no salinity in the water. Ironically, the most efficient way to catch them consistently is by shooting them at night with a bow and arrow under lights. Catching Snakeheads this way is a blast, but not very efficient from a poundage standpoint. However, as the demand increases for this invasive species, I am confident that the fishermen will find more ingenious ways to catch them. Keep selling this fish, and we are doing our best to keep it in stock.