People and menhaden generally dont mix well. If the fishs legendary stench doesnt scare off adventurous diners, its bony flesh probably will. Yet in its relentless quest to wring profit from the tiny, ecologically vital fish, Omega Protein, a Houston-based company, has done the near-impossible: It has not only made menhaden edibleits gone one step further and turned it into a health food.
Omega Protein, which holds a virtual monopoly over the menhaden fishery along the Atlantic and Gulf Coasts, understands that most Americans have little use for the products that make up the bulk of its bottom line, such as fertilizer. So its tried to base its public image on the versatile fishs use as a rich source of omega-3 fatty acids. Hence a company name that evokes not scenes of industrial fishing but images of glowing health. Were Not Making Health Claims
Were Too Busy Making Headlines, trumpets the website for OmegaPure, the companys brand of fish-oil supplements. As the site explains, OmegaPure is meant to appeal to health-conscious consumers who add its odorless, tasteless, and organic capsules to their diet. The marketing might be smart, but its debatable whether OmegaPure is as indispensable as it sounds.
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